An interview on growing the food processing industry, with Mr. Rafiq Rangoonwala — CEO of Quick Food Industry (Mon Salwa)
PAGE: Tell me something about yourself, please:
Rafiq Rangoonwala: Presently I am working as CEO of Quick Food Industry (Mon Salwa). I have extensive experience of over 40 years in creating, building, and leading key Fast Food Brands in Pakistan and across the globe including, KFC, Burger King, TGIF, Hardees, Pizza Hut, Wendy’s, and Harry Ramsden, etc.
Currently, I am on the Advisory Board of Ijara Capital, an Advisor to Bahria University Karachi, a Member Scientific Panel at Sindh Food Authority, and also the founder member and President of the Pakistan Food Association. I was elected twice as the President of the Marketing Association of Pakistan, President of Memon Professional Forum, and Vice President of Karachi Business Forum and Think Tank. I have also contributed to philanthropy as Founder and President of Emaan Welfare Society, Chairman Advisory Board of Help International Trust, and Trustee of Sina Health, Education and Welfare Trust.
PAGE: How would you comment on Pakistan’s food processing industry?
Rafiq Rangoonwala:Â Food processing is one of the industries that can contribute greatly to the export of Pakistani food and taste across the globe. There are many challenges as input cost has multiplied several times but the growth potential is enormous. We need to acquire the latest technology and train our employees well so they can give maximum performance. I believe we need to spend and focus more on international marketing to promote our products across the globe. Domestically food processing industry plays an important role in providing consumers best quality product.
PAGE: What changes have you observed in the value-added and frozen food processing sectors, including canned foods over the preceding decade?
Rafiq Rangoonwala: Over the last decade value-added and frozen food industry have grown leaps and bounds. Several new players have entered the market with innovative products and consumption has grown manyfold. The frequency of use has increased due to awareness, easy availability of products, and lifestyle changes in our society.
PAGE: Pakistan was awarded the Generalized Scheme of Preferences (GSP) Plus Status (Zero to Low Duty) by the European Union in 2014 which has the potential to greatly uplift the exports of processed food products. What is your perspective on it?
Rafiq Rangoonwala:Â These schemes are helpful when there is a readiness to take full advantage. It gives you some help in market penetration but one has to be competitive in price as well. Without any incentive/support from the government and spiraling cost of goods has restricted the potential these schemes provide. The industry has done its best. In my opinion, it could be better if the environment was conducive.
PAGE: What has been done for the training and education of the employees working in the food sector of Pakistan?
Rafiq Rangoonwala:Â Industry realization has grown over a period of time in this regard. There is more focus on employee training than it ever was as its benefits are visible. The industry is spending more money and effort to equip their employees with not only technical but also social and motivational training as well. The food authorities are also playing important role in this regard making some training mandatory.