A returnee Pakistani national poised
to oversee the export expansion programmes
June 24 - 30, 2002
K & N's Poultry Farms after acquiring M-Artal
Poultry International (this company name is however up for a change)
in December 2001 is now all set to diversify by enhancing it's
production, upgrading customer services, adding to the product range
with value-added lines and increasing market share on both domestic
and export fronts.
Mr. Khalil A. Sattar, a visionary in his own right,
who has been in poultry business for almost four decades, has now very
rightly plans to corporatize his setup with expansion and
modernization of the sales and marketing elements of the business. Mr.
Sattar the CEO and Chairman of K & N's Group is also the Chairman
of Pakistan Poultry Association and is now contemplating to enter the
export market with the premium quality concept in order to position
Pakistani poultry products mainly in the Gulf countries where
consumption per capita is seen to be amongst the few highest in the
world. Afghanistan and Russian Peninsula is also the target market
where Pakistan's proximity will be of advantage.
In view of the national search for new markets to
broaden Pakistan's export base with products other than the only few
traditionally old items, M-Artal has now taken on board a senior
expatriate returnee from Saudi Arabia as Head of Exports to embark
upon the task of developing this trade route.
Atiq R. Siddiqui who has brought with him twenty
years of sales and marketing experience from Saudi Arabia having
worked for a leading food company as the Vice-President and managed a
roaring business in the Gulf countries, finds Pakistani poultry
business at the threshold of change towards elevating the customer
awareness with regard to quality.
He is of the view that the local market will grow
and poultry offtake with extra quality consciousness amongst consumers
will provide ample opportunity within the domestic market to improve
upon the current status of poultry business from a primitive live bird
sales to modern, hygienic and superior healthy chicken along with
value-added range of products.
He further emphasizes that "In the new
emerging global economic situation, Pakistan has to strengthen its
newly acquired status of a viable state with a competitive exporting
edge in the food and fruit sector".
He is very impressed to see a sea change in
consumer attitude with respect to the food habits which is not only
confined to the elite that is where one can see the modern and clean
franchise chains doing brisk business.
The chefs' community of deluxe hotels while being
very cost conscious yet prefer quality products and are willing to pay
extra for premium and the same goes for housewives and institutional