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SHIRIN ASAL FOOD INDUSTRIAL GROUP

Adding flavour to millions of lives globally www.shirinasal.com

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Indigenous Brand

WITH A GLOBAL IMPACT Shirin Asal, a fully-integrated conglomerate, has significantly expanded its export reach in recent years in a bid to become a globally-renowned manufacturer and exporter of high quality and competitively-priced confectionery and food products Writer: Emily Jarvis • Project Manager: Sammy Wilkinson

uilding its reputation for a growing range of internationally acclaimed products over the past 25 years, Iranian confectionery Group, Shirin Asal has become one of the most recognised and much-loved brands in many markets across its global distribution network. The Company’s marketleading status as the only fullyintegrated confectionery Group in Iran has been forged through the adoption of a locally-unrivalled continuous improvement strategy and by working closely with different consumer market

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H.E. Mr. Younes Zhaleh, Founder, entrepreneur, President and Chairman of the Board of Directors

segments worldwide. With strong leadership and direction from local entrepreneur, Mr Younes Zhaleh, the Company Founder and Chief Executive Officer (CEO) and daughter, Miss Sahar Zhaeleh, Vice President (VP), Shirin Asal has become known for its successful innovation, enthusiasm for creation, hardworking teams, dedication to the best manufacturing technologies available and responding to the changing needs of the consumer. “Shirin Asal has grown as a trusted and respected national brand with a global impact because of our strategic investments and subsequent formation of new

businesses segments, followed by entry into new food markets. The Shirin Asal Group of Companies create added-value and it has always been a great honour for me to see the organisation evolve to reach new customers thousands of miles away. Today, we proudly export to more than 60 countries,” says Miss Zhaeleh, who was educated at one of the top business schools in the US due to its strong culture of diversity and inclusion. By closely monitoring food and confectionery trends and using them as a springboard to create affordable, nutritious and healthy

The new Sky carbonated drink is just one of the latest additions to Shirin Asal’s product portfolio

products, the Company has proved its ability to adjust to an everchanging external environment, while shouldering a much broader range of responsibilities across multiple markets throughout the Group; overseeing its operations from “bean-to-shelf”. Guided by these principles, the CEO was awarded The Jewels of Muslim World Award to mark the entrepreneur’s excellence, innovation and accomplishments within the global economy. The CEO highlights: “The Group has been created to create. Leveraging our vast experience in the bakery, cocoa and sugar confectionery markets, we quickly

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HBTS Srl is an Italian company based in Torino specialized in the engineering and manufacturing of handling and packaging systems dedicated to the bakery and confectionery industry. The extensive range of products and the highest degree of customization provides cost effective solutions for any requirement in terms of automation, labour saving and limited area constraints. Consistent performance monitoring procedures together with a state of the art R&D department ensures recurring upgrades and implementation of the equipment. Spare parts and after sales service is devoted to minimize customer’s downtime.

Many technical and economic resources have been dedicated in the last two years for continuous improvement and to complete the machine range with the aim of being able to offer to our customers more and more complete and integrated solutions. Some examples are: • NEW flow-pack wrapping machine for film reel W 700mm • NEW in-line sandwiching machine type Cookie Capper • NEW erecting machine for show box • NEW closing machine for show box • NEW erecting machine for American cases • NEW closing machine chiuditrice per cartoni Americani • NEW integrated Top Loading Robotic Unit for secondary packaging in show box and American case • NEW machine XM60W for primary packaging of wafers in X-Fold • NEW machine XM100 for primary packaging of small rolls with pack length 50mm in X-fold

Our main goal for 2016 is to complete the introd uction of th e concepts of SANITA RY DESIGN in the design of our ma chines an d systems.

C O N TA C T

HBTS Srl Via San Paolo, 90 10095 Grugliasco (Torino) ITALY Ph +39 011 07 03 700 F +39 011 07 03 749 Mail: info@hbts.it

www.hbts.eu

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Shirin Asal has invested substantially in new and upgraded facilities across the majority of its product range

capitalised on new product areas including the manufacture of fruit juices and concentrates, carbonated fruit juice beverages, milk and dairy products, potato chips and pellets (snacks), tomato paste and ketchup.”

Results-orientated

Shirin Asal recognises the importance of investing profits back into the business in order to uphold quality standards and its attitude towards continuous innovation while exploring new ways to increase export reach. “Quality, affordability and product accessibility are three core facets that allow Shirin Asal to remain competitive,” says Mr Zhaleh. “Our vertically-integrated supply chain adds value to this trio and we continue to invest in the best methodologies that boost our internal efficiencies to help us become self-sustainable. This strategy also includes the addition of our own chain stores, a strong distribution network

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comprising 120,000 sales outlets, our own machinery and equipment manufacturing and maintenance facilities, and our own packaging manufacturing and supply facilities.” Making the most of the latest production technologies, including the adoption of advanced automation and robotics in compliance with the latest international manufacturing standards, Shirin Asal has spent the past few years investing in new and

upgraded facilities across the majority of its product range; in addition to preparations for the production of functional products, ice cream, and sugarless products. In line with this, the Group has also established one of the most advanced cocoa bean processing plants in the world. Moreover, underneath the significant Group umbrella, Shirin Asal is also responsible for cattle breeding and dairy farming, which will continue to

BTS is founded on, and dedicated to, a sustainable corporate concept of linked prosperity. Our mission consists of three related parts: Social Mission: To operate the Company in a way that actively recognises the central role that our employees and customers play in the business by initiating innovative ways to improve the quality of life. Product Mission: To engineer, manufacture and sell top quality processing, handling and packaging equipment, offering good value for money, hasslefree maintenance, long-lasting performance and continuous development and improvement. Economic Mission: To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders and expanding opportunities for development and career growth for our employees. Underpinning the above is our determination to seek new and creative ways of expanding all three parts.

HBTS is the end result of mergers and acquisitions of several companies operating in the sector for more than 30 years. This has enabled us to bring to life one of the most significant players in the world. Since our inception, we have enjoyed the trust and confidence of our customers, being regional, national and global entities, and delivering cost-effective and reliable solutions. Significant resources are invested in developing innovative products and delivering them to the market in close partnership with our clients. Our manufacturing policy is aimed at utilising our in-house departments, designing and manufacturing stateof-the-art automatic flexible solutions to handle all your products, from processing to packaging. We also have an after-sales and spare parts department, which are on hand to help minimise cost and downtime.

T +39 011 07 03 700 E info@hbts.it www.hbts.eu

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preferences and controlling every link in the production chain, the organisation has been ranked as the top Iranian exporter in terms of “export activities and the wide range of countries served”, as well as being awarded with the title of “Exemplary Exporter of the Year”. Miss Zhaeleh says: “While the Middle East and Persian Gulf countries remain Shirin Asal leading export regions, Africa, the CIS countries, the Far East, the East Europe countries and Russia, and the Balkans are becoming increasingly important trading partners. Meanwhile, the wider Group has already started to enter the new markets in Western Europe, North America, Pacific, and South American countries.”

Honesty and trust

Shirin Asal has received many awards and accolades, including ‘Exemplary Exporter of the Year’

Shirin Asal was awarded ‘The Most Memorable Global Brand’ in 2015

be a major contributor to the Group’s performance in the agro-industry. “Not only this, but we have heavily invested in enhancing our own packaging plants to be able to offer this service to other companies. This promising new revenue stream forms part of the Group’s New Product Development (NPD) strategy, which also entails generating interest in our capacity to supply bespoke machinery and equipment tailored for those who choose us as their business partner,” Mr Zhaleh explains.

‘Exporter of the Year’

Mr Zhaleh, CEO, was awarded ‘The Jewels of Muslim World Award’ in 2014

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In order to make its products as accessible as possible, Shirin Asal has established what Miss Zhaeleh calls a “specialised decentralised strategy dedicated to efficient exports”. By shaping the Group’s global marketing and communications strategy around each country’s market and consumer

Behind the focused activities and investments of the Group is a close-knit and diverse family of around 12,000 hardworking employees who continue to follow the leadership and guidance of Mr Zhaleh. He says: “Enhancing the training infrastructure we have in place already is an essential part of Shirin Asal’s continuous development. People are at the centre of everything we do, and our Academy reflects our dedication to the formation of an agile and effective training programme throughout the value chain. “The Group dynamism and growth

Strong business relationships Shirin Asal forms strong business relationships with likeminded companies that serve to further strengthen its horizontal integration strategy. One such partner is Walterwerk, a globally-reputed manufacturer of baking machinery for the production of wafers and snacks

in line with our vision, mission and values - combined with our horizontal and vertical integration strategies - are all designed to provide the framework to future-proof Shirin Asal, and make sure that we remain responsive to the country’s economical, cultural and social development going forward.” Corporate social responsibility represents another key facet of Shirin Asal’s local rooting, having participated in some significant community projects and charitable giving over the years across employment, education and environmental awareness, designed to “create shared value for the business and society”.

Consumer satisfaction

Targeting an even stronger distribution network in Iran - covering the majority of the national territory including the most remote provinces - in addition to increasing product

availability in chain stores, Shirin Asal is eager to expand further into the wholesale and retail sectors. The VP affirms: “Powerful distribution networks lie behind the greatest successes in the confectionery and fast-moving consumer goods (FMCG) industries, and we intend to capitalise on our connections to continue increasing our reach.” This target will also involve the establishment of new business partnerships to increase the Group’s activities in global markets, and to ultimately grow closer to the consumer. Mr Zhaleh adds: “We are currently

WALTER is world-wide leader in the development and manufacturing of baking machines for sweet wafers and savoury snacks.

looking for strong and efficient business partners who are active in our target export markets, and we are finding much success from our attendance at many well-known international exhibitions and business fairs.” He summarises: “We have always believed in a glorious future for Iran despite the hard times and economic difficulties we have faced during the past decade. Now, we will continue to create more successful products and forge new mutually beneficial relationships globally.” Miss Zhaeleh concludes: “Backed by decades of industry expertise and product knowledge, we can make the right moves to continue achieving consumer satisfaction in a growing number of markets, all for the right price point and of a high quality. “The real measurement of the Group’s success is consumer satisfaction; Shirin Asal has an important and growing place in people’s hearts.”

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WALTERWERK KIEL GmbH & Co. KG - Germany Phone: +49 (0) 431-3058-0 info@walterwerk.com

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www.walterwerk.com

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SHIRIN ASAL FOOD INDUSTRIAL GROUP Shirin Asal Food Industrial Group Salimi Industrial Zone - Km 35 Azarshar Road, Tabriz, Iran Tel: +984 134 328 021/5 Fax: +984 134 328 020 shirin@shirinasal.com | info@shirinasal.com