Having established itself as a dominant player in the food industry, Qatar Flour Mills (QFM) is eyeing to expand its business in the wider Mena region, particularly Africa.
QFM general manager M Salim Pathan said while the company was almost running on full capacity, the management planned to double the capacity in the next two years.
"We are running to almost full capacity, but our plan is to double that capacity in the next two years. Once that is done, we will definitely go international to serve the Mena regions as well as many parts of Africa," Pathan told Gulf Times after the unveiling ceremony of QFM's new brand logo yesterday.
Pathan noted that the new brand logo "signifies QFM's growth and transformation over the last four decades."
"Our previous logo has withstood the test of time. However, we knew it was time to revitalise, revamp, and rethink our brand identity in the industry. The new logo is a direct reflection of the region and consumers we serve -- multidimensional, dynamic, bold, and modern yet, rooted in tradition," Pathan said.
This was echoed by QFM head of marketing Shadab Khan, who noted that the youth sector comprises 66% of Qatar's total population. "This was among the primary reasons why we are looking to include this young and vibrant market, hence, a revitalised brand logo," Khan stressed.
Aside from flour milling, Pathan said QFM has diversified its products, making it the prevailing player in industrial bakery. "In milling we do a lot of products like the maida flour (or Flour No 1), which is used in most bakery products like croissants, breads, and cakes," Pathan explained.
Having been in the industry for more than 40 years, Pathan said QFM has captured a market of almost 95% of bakeries in Qatar (supplying flour) and at least 75% of the total market share. He added that in the region, QFM was supplying flour to major bakeries such as Almarai, Western Bakery, Saudi Master Baker, LuLu, and Carrefour, among others.
"We are proud to be ahead of the curve in a rapidly evolving industry and our new brand identity will now illustrate how far QFM has come in its long history. Our unparalleled leadership and continued relationship with our consumers compels us to evolve with them," Pathan said.
© Gulf Times 2014
