Fpcci best export brand awardBest export brand award given to the business person on the bases of Year of introduction of bran Brand description Brand scope Market target(national or international) Foreign collaboration Total export of this brand

Fpcci Award for last five year 2009-2013

CategoryBrand / company name and detailExport type/ volume

Best export award (2012-20132010-2011)1 MEHRAN SPICE & FOOD INDUSTRIES EXPORT OF SPICES & SPICE MIXES PLOT NO. 14 & 15, SECTOR -24 KORANGI INDUSTRIAL AREAKARACHITEL: 021-35076841-50FAX: 021-35034455EML: info@mehrangroup.com

3,010,000,0003 BILLION

Best Export Brand Award(2011-2012)HAJI MUHAMMAD YOUNUS CHAIRMAN SUPER POWER (MOTORCYCLES, N. J. AUTO INDUSTRIES (PRIVATE) LIMITED AUTO RICKSHAWS & SPARE PARTS) PLOT # F120, HUB RIVER ROAD S.I.T.E. KARACHITEL: 021-32564813-16 FAX: 021-32579843EML:pervez.ismail@superpower.com.pkSUPER POWER (MOTORCYCLES, N. J. AUTO INDUSTRIES (PRIVATE) LIMITED AUTO RICKSHAWS & SPARE PARTS)

MEHRAN FOODSOVERVIEW OF THE SPICE INDUSTRY OF PAKISTANFood industry around the globe comprises a niche within itself, referred to as spices. According to the American Spice Trade Association, today spices have become known as any dried plant product used primarily for seasoning purposes. This all-inclusive definition seems to cover a wide range of plants like herbs, spice seeds and even dehydrated vegetables and spice blends. Putting spices in a Pakistani perspective, they also comprise the authentic recipe mixes used in traditional cuisine. The Pakistani spice industry can be divided into branded and unbranded industry.HistoryMehran Spice & Food Industries started its journey in 1975 and within a few years of its inception, the company grew to become one of the leading spice & food industries globally. As time passed, the product range at Mehran increased from spices by adding ready mix recipes, rice, pickles, chutneys and sweet items.Mehran is a world leader in quality rice, equipped with the most advanced rice plant from Germany.Mehran Spice & Food Industries is an ISO 9001 & HACCP certified leader in the quality food business. Our mission is to be a consumer oriented company with a keen insight of food products ensuring quality, consistency and an authentic taste, backed up with state of the art technology to obtain optimum results. We are building a business in which high standards permeate all aspects of our company. Quality is a state of mind at Mehran Spices & Food Industries.Mehran Spice and Food Industries have been honored with "The Best Export Performance Award" from FPCCI every year since 1984, besides other national and international awards. Mehran has also been awarded the "The Best Export Brand of the Year Award" from FPCCI for the year 2009-2010 & 2012-2013. Over the years, Mehran's production facilities have been set up locally and globally. Chronologically: 1975,Mehran Spice & Food IndustriesS.I.T.E Karachi-Pakistan1988,Pure Food Ltd.Jebel Ali Free Zone-Dubai2002,Thar Roller Flour Mill Naukot,Tharparkar District, Sindh-Pakistan2003,Mehran Spice & Food IndustriesKorangi Industrial Area-Karachi-Pakistan2007,Gul Mohammed Spice FactoryJeddah-Kingdom of Saudi ArabiaKeeping in view the global success of Mehran, the company aims to establish itself in Pakistan as well. The spice market in Pakistan is ever expanding and penetration into such a huge market is an arduous task. Nevertheless, Mehran was up to the challenge and established effective distribution networks successfully all over Pakistan. Today by the Almighty's grace & support from our valuable customers, Mehran enjoys a leading position in the market place."The world knows Mehran, now it's your turn."

VisionTo become the best food products company locally & globally, that has and will continue to provide quality food products to its valuable consume.MissionTo promote & maintain Mehran Spice & Food Industries as a quality food products company, that is welcomed into the hearts & minds of kitchens everywhere, locally and globally.

DRIVING FORCESThe spice industry of Pakistan is a very difficult industry to compete in. The two main reasons of this difficulty are low price competition and involvement of many unbranded suppliers. Brands, whether branded by a food company, retailers brand or unbranded and open commodity merchants including indirect competitors in the business of providing ready to cook, ready to eat, canned/ processed food directly and indirectly compete against one another. Because the price sensitive buyers prefer to buy unbranded spices as they provide a local touch, it becomes difficult for major players of the industry who deal in branded spices, to attract more buyers. A major factor that creates competition in this industry is brand loyalty because certain taste attitudes can only be satisfied with certain brands. Apart from this, some of the major driving forces in the Pakistani spice industry are changes in societal concerns, lifestyles and attitudes, product innovation and changes in who buys the product and how they use it. KEY SUCCESS FACTORSAn organizations key success factors (KSFs) can be related to any of the following six categories: technology, manufacturing, distribution, marketing, skills and organizational capability. Apart from these, there can also be other KSFs for a company. All the aforementioned factors apply to the spice industry and their individual importance can not be denied in making industry players successful over the long term.ECONOMIES OF SCALE AND LEARNING CURVE EFFECTS

Learning curve plays a crucial part because this industry completely depends upon consumer taste. For this purpose, a company has to constantly study the consumer experiences of satisfaction. Major players in branded and unbranded categories have been able to achieve economies of scale and enjoy major gains.ANALYSIS OF MISSION AND VISIONMehran Foods through its mission and vision want to project their ambition to become a global leader in food products while maintaining quality standards so that its name becomes synonymous with these two phrases. It intends doing this by maintaining its focus on their customers and the applicable regulatory requirements of the markets it is operating in, be it local or international. Along with these core values, it intends preserving and upholding other values like purity, authenticity and consistency; which it credits for the phenomenal growth it has seen over the past decade. The company intends to grow on the back of cutting edge technology, with the proven best practice of CPI (Continuous Process Improvement), and it realizes that a major portion of its past success and the future drive towards its development and the achievement of its goals will be hinged on the motivation level, the training, and ultimately the efficiency of its human resource.

Business Scope mehran foods PakistanWhere All across Pakistan / abroad (for export)What Needs Nutritional and pleasure requirements. Tastes of foodWhose Needs All segments of consumers.Added Value Recipe of different dishes Widely available almost everywhere. Adapting and implementing latest technologies to offer a variety of food products while maintaining quality and safety standards at all times.

falakrice.comMATCO RICEMatco Rice is a name synonymous with the heritage of Pakistan. Founded by Syed Sarafaraz Ali Ghori in 1964, Matco supplied rice processing plants and machinery to the Government of Pakistan and has to its credit some of the earliest rice processing plants set up by the Rice Export Corporation of Pakistan (RECP). In 1970, at a time when direct export of rice were not allowed in the private sector, Matco set up its own rice processing plant in Larkhana, Sindh and sold processed rice to RECP, the exclusive Government controlled export body. Today, Matco is an ISO 9001:2000, HACCP (Hazard Analysis and Critical Control Point), BRC (British Retail Consortium), WQA (WOOLWORTHS QUALITY ASSURANCE STANDARD) certified and United States FDA (Food & Drug Administration) approved company and has recently received the OK KOSHER CertificationSTRENGTHSMatco is one of the largest exporters of rice from Pakistan with majority of its sales comprising of the premium Basmati rice variety. With a total processing capacity of 40 MT per hour, the companys investment in plant and property exceeds US$25 M.GROWTHMatco processed over 95k MT of raw rice in 2010, using its state-of-the-art processing facilities. This year we successfully enhanced our existing production facilities by 35%, bringing the total production capacity to 150,000 MT of raw rice per annum. Our most recent venture has been in Sadhoke, Punjab, where we have built a modern paddy husking facility over a 15 acre area.

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