Qbake, Zad Holding’s formula for success

Ramesh Mathew/Staff Reporter

That diversification and proper branding can do a world of good to a company determined to perform is evident from the achievements of Zad Holding Company (previously known as Qatar Flour Mills), which  is promoting a fast moving food brand - Qbake - in the highly competitive Qatar retail markets.

"At present, we have more than 30 food items, covering an array of breads, buns, cakes,  muffins, croissants and doughnuts, each of which is doing admirably well in its respective segment,” said Aarif Ibrahim, general manager of the Ummsaid bakery, one of the key subsidiaries of Zad Holding Company. Ummsaid Bakery is marketing Qbake brand of food products in the local market.

Speaking to Gulf Times at the Made in Qatar exhibition hosted by the Qatar Chamber of Commerce and Industry (QCCI), Ibrahim highlighted the importance of developing a strong food processing industry at the local level. "It is a Herculean task to retain a commendable position in a highly competitive market as Qatar.” he said.   

Ibrahim, who worked earlier in the USA and other GCC states, has more than 25 years of experience in the fast moving consumable goods industry, in particular in the food industry.

The company, which was mostly identified until 2008 as manufacturers and distributors of flour for Arabic bread industry, is reportedly the market leader of many fast moving food items in the local market these days. "The enormous support from the government and the confidence that we have gained from the country’s residents in the last two years have boosted the company’s confidence,” said Ibrahim.

The food processing sector in a small country of 1.6mn people is facing a lot of challenges owing to numerous issues, the main constraint being the country’s small size itself, he added. "In spite of this, we have been able to make admirable strides in such a short period of less than two years,” he said.

Queried if it is viable to operate large-scale food factories in a small market, Ibrahim said a proper balancing between industry automation and effective utilisation of human resources could make a big turn around in the fortunes of any company, which is efficiently managed. "Without properly studying the market potential of an economy, large-scale automation may not bring desirable results in a short period. However, proper deployment of quality personnel at appropriate places with sufficient levels of automation could certainly bring better results,” said the general manager.

The company which supplies both commercial and subsidised flour to manufacturing Arabic bread (Khubz) is enhancing its market share month after month, bringing in new products at regular intervals. "Unless diversification is made to meet the market requirements of a given time, no company could remain on a strong wicket in a competitive market,” said Ibrahim, while recalling the Qbake’s foray into the marketing of a considerably large number of fast moving food items.

The Made in Qatar exhibition, feels Ibrahim, has given his company a big boost and considerable visibility in the local market. "We are also studying the regional markets before making exports to neighbouring GCC states,” he said.   

"Some of the visitors to the exhibition are amazed by the range of food products that we manufacture at our facilities,” said company manager (sales) Amod Gupta.

Ibrahim and other company officials complimented the efforts being made by the CEO of the Zad Holding Company Tarique Mohamed in turning the company into a force to be reckoned with in the region’s food processing industry.