Feeding Innovation and Building a Healthy Future—One Meal, One Garden at a Time

At Strategic Sports, our brand value of 'People First' is more than a statement—it's the foundation of how we operate. Whether through our factory events, employee development programs, or day-to-day decisions, we are committed to supporting the health, happiness, and well-being of every team member.

As part of our continued investment in Vietnam, Managing Director Norman Cheng recently reviewed an important initiative aimed at improving the daily experience of our team: food quality. While Strategic has long provided a VND 25,000 (approx. $1.10 USD) daily food subsidy for each team member, Norman saw an opportunity to do more—by delivering better value, nutrition, and satisfaction directly to our workers.

To ensure every team member enjoys fresh, delicious, and culturally appropriate meals, Strategic is piloting a new program that brings in three local catering companies to compete for the quarterly kitchen contract. After sampling their meals, the entire factory staff will vote to decide which provider earns the job. Importantly, management will not participate in the vote—this choice belongs entirely to our team.

All meals will be designed to provide at least 1,200 calories at lunch, and the full subsidy will go directly toward improving food quality. Dishes will be plentiful, balanced, and locally inspired to reflect the tastes and preferences of our Vietnamese team.

"We want to make sure our people look forward to their meals every day," said Cheng. "This isn’t just about nutrition—it’s about showing our global team that we respect their culture and preferences, and giving them a voice in shaping their own daily experience."

This effort is just one way Strategic is putting our values into action as we continue to expand globally while staying grounded in local understanding and care.

Growing Roots: Connecting Our Children with Heritage Through Farming

While we continue to focus on our global growth, we never forget the importance of staying connected to where we come from. Around our China-based factories, Strategic has launched a meaningful new initiative that allows workers’ children to experience agriculture firsthand—many for the very first time. This is a special experience as many of our workers come from the countryside where farming is a way of life, but their children, growing up in urban environments, haven’t had an opportunity to connect with the earth and their heritage by growing their own food.

Each child is assigned a small plot of land where they plant, care for, and eventually harvest their own crops. The goal is to help children better understand their families’ heritage, develop hands-on appreciation for food and nature, and enjoy a meal made from ingredients they grew themselves.

"We realized that many of our employees’ children had only read about farming in textbooks," said Cheng. "This project gives them real-life experience, and builds a deeper appreciation for the hard work and traditions their parents come from."

These small, thoughtful efforts are part of a larger vision: to build a company where care extends far beyond the production line, and where every person—young or old—feels valued, included, and connected.

At Strategic Sports, People First is more than a value. It’s how we grow, together.