Ramadan is a time of reflection, a time for corporate cultures and entities to epitomize the religious significance of the Holy Month. Al Islami Foods displays its understanding of this philosophy by fulfilling its religious obligations and commitments to its employees as well as to its customers.
Corporate Culture Changes
Al Islami imbues social and religious attachment to its work culture and guides its employees accordingly. This guidance begins at the start of employment as every prospective employee is offered a contract that stipulates a modern Islamic work culture. During the Holy Month, Al Islami advises its staff to adhere to internal cultural changes. It sets up a comfortable environment that encourages employees not to miss the fast without a valid Islamic reason, to perform timely obligatory prayers, and to give charity to their maximum potential.
The Muslim staff is not permitted to eat, drink or smoke during Ramadan, though non-Muslims are permitted to use concealed office spaces for lunch and tea breaks. Dressing conservatively is encouraged to respect the religious observances of others, and music is prohibited across the premises.
To celebrate the month, special food baskets are gifted to every employee, an elaborate and festive Iftar party is organized, and bonuses are allotted. Additionally, office working hours are shortened to six: 8:00 AM to 2:00 PM.
Operational Changes
Ramadan is not only one of the most important months for the company's marketing activities, but also one of the busiest. The company's warehouse is operational round the clock, while regional distribution activities and production levels escalate significantly. Each Ramadan, Al Islami's sales increase twenty to forty percent as compared to other months. Laudable is the fact that the increase in demand is not owed only to individual and family consumption, but also to the immense number of charitable meals arranged and organized for the under-privileged.
Ramadan-focused events
Every year, Ramadan brings a healthy sense of competition amongst food companies. For its part, Al Islami introduces various marketing and theme-based promotions to boost its sales by beefing up its distribution activities and focusing on unique, Ramadan-specific product offerings. Ramadan-specific gifts and special discounts reward consumers, while special meals for iftar and suhur are also available.
As a leader in the halal segment, the company takes on the social obligation to educate the general public about the process of halal meat and the inherent difference between halal and "real halal." This year, the company has launched the 'Shine This Ramadan' promotional campaign to create focused awareness about the practice of electric stunning on animals during the slaughtering process. Stunning is a common practice in the food industry while "real halal" slaughtering is performed without stunning. Al Islami is educating its consumers on various slaughtering practices, and informing them that the company evades all methods of stunning and deploys a hygienic hand-slaughter method. Al Islami employs representatives at slaughterhouses and abattoirs around the world.
Mr. Saleh Abdullah Lootah, Managing Director of Al Islami, comments: "In the Ramadan period, Al Islami reinforces its positioning as the real halal food producer. Al Islami offers healthy, high quality and nutritional halal food to its consumers." He adds: "This year we have launched "Shine This Ramadan", a special marketing campaign targeting the Arabic and Muslim women. With Al Islami products, our consumers cook delicious dishes that make a mother, the star of the family."
Al Islami Foods believes in leading by example. The company successfully manages to blend its religious obligations in its work culture, offering a healthy corporate and social environment which reflects the sanctity of the Holy month.
© Dinar Standard 2011
