Dr Siti Noorbaiyah Binti Abdul Malek is an Associate Professor at the Singapore Instittute of Technology. Starting as a lecturer at Institute Teknologi MARA (now UiTM) in Malaysia, she left the academic world after close to 20 years to offer her expertise to the food industry in Malaysia. As the CEO of UnipeQ Sdn. Bhd., she manages a premier training, consultancy and laboratory service provider to the Malaysian food industry. After five years, she decided to go regional and joined the Food Industry Asia (FIA). As the Head of Regulatory Affairs, her principal role was to provide expert guidance and technical support to the FIA Members and its Standing Committees. While at the FIA, Dr Siti also served a dual role as the Executive Director of the ASEAN Food and Beverage Alliance (AFBA). As the ED of AFBA, her main role was to champion the food and beverage industry’s voice in the ASEAN Economic Community initiative, specifically in the harmonization of food standards. Dr Siti holds a Doctor of Philosophy degree in Food Science from Rutgers University, New Jersey, United States of America.