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1)Company Information
a)Background
National Foods began its journey in 1970 as a spice company, with revolutionary products that popularized the concept of having clean, healthy food. National Foods’ initiatives were, tomake food that is hygienic, reduce time spent in the kitchen by women, foster health, andcontribute towards personal attractiveness, so that people who use NFL products would be ableto experience a more rewarding life style.Until 1970, the spice industry although flourishing locally was not structured, and spices wereunbranded, loosely sold. It all started with the idea of introducing branded, packaged spices: arevolution in the Pakistani food market. Red Chili, Turmeric and other spices were introducedin a clean, attractively packed form to the consumers, and despite the predominance of loosespices, people quickly converted to NFL products.Even if the notion of only women doing the housework – have become outdated, in this age of rapidly changing lifestyles, fuelled by the rampant development of technology; consumers arecompelled to alter their eating habits. National Foods responds to this challenge of developinginnovative foods products based on convenience and quick preparation in line with modernlifestyles and yet retains traditional values through its diverse collection of food products.
b)Decade-wise History
First Decade:
The company began its life in a rented warehouse in Dinar Chamber with initialsales of only Rs: 16,487/= in its first year. NFL origins were humble but NFL vision and aimswere always high, witnessed by the purchase of a new spice mill and packaging plant in 1978as a step towards being a progressive company.
Second Decade:
In 1981, the company launched its Salt products with proved a lucrativeventure for the company. In 1986, the new factory complex was constructed, where most of NFL manufacturing facilities still reside. In 1988, NFL became the certified vendor of McCormick, USA, as part of their Supplier Certification Program. The certification wasawarded base on excellent production and quality credentials. In the same year, NFL becomesa public listed company on the Stock Exchange.
Third Decade:
In 1991, NFL diversified its products portfolio with the launch of the Picklerange. In 1992, as an effort towards contribution for social welfare and responsibility, NFL joined hands with UNICEF, in order to propagate the use of iodized salt, to fight diseases likegoiters. In 1997, NFL added to more categories to its product portfolio, i.e. Ketchups and Jams.In 1998, NFL becomes an ISO Certified Company.
New Millennium:
In 2000, mainstream products were launched in Australia to offer ethnicfood to non-Asian consumers. In 2004, the NFL was assigned a credit rating of A+ by JCR-VIS. In 2006, new recipe brand by the name RONAQ launched across the country.
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