In 1981, founder Mdm Ong Kim Hoi began a small stall without a signboard at Mattar Road Hawker Center. Madam Ong carved out a niche with her original recipe for white pepper crab. This distinctive dish was soon spread far beyond the immediate locality. Hoards of customers were making their way to her stall – the one with no signboard. Now one of Singapore’s long established family-run companies, No Signboard Seafood stays true to its roots by concocting homemade recipes with flavours from the past. Remaining faithful to its origins, the company has kept the simple name given to it by the customers- No Signboard Seafood.