M E S S A G E S
It is truly heartening to see the fast pace of development
which has taken place at NFL in the past three quarters.
Significant objectives have been achieved and the tempo
is set for the new fiscal year.
As you know, National Foods firmly believes that an
effective Corporate Social Responsibility (CSR) strategy
is a prerequisite for sustainable growth. In the last
several months a large number of on-ground CSR
activities have been carried out and it is plainly visible
how these are integrating into our business. Making our CSR strategy
a reality is perhaps the most significant development influencing our
march towards Vision 20/20. You can read about these CSR activities
in the following pages.
Internal achievements have been taking place consistently, reflected
by the numerous awards received in the last few months. We have
totally revamped our brand image to keep up with modern
developments in the company and in the industry around us. I am
confident this will pave the path for NFL to continue to lead in this
We have also made tremendous progress in chilli experimentation
in the field, which will enable us to procure better quality raw
materials for local and export use. The company has also ventured
into a new product area; development of nutritional meals for
children. This will achieve a thus far unmet need for low cost locally
produced meals for young children. NFL also played host to a CSR
Roundtable Conference for CEOs, which was held at the NFL Corporate
I am also privileged to announce the exciting news that NFL has
become a Rs. 5 billion company at the close of this fiscal year. And
this is all due to your efforts, in spite of unfavorable circumstances.
This is testimony of what we can achieve if we continue to work as
one team focused on achieving a common goal. I encourage you all
to keep up the tremendous work. Thank you. - Abrar Hasan
CCOs Message COOs Message
The outgoing year was a very tough year under the
As the year draws to a close it is time for us to current economic recession. However, with grace of
reflect on achievements and learnings from this God and due to a complete team effort we have not
year and determine how to further improve our only managed to survive and meet our commitments
competitiveness during the coming year. In the but also take a good value growth. The new financial
prevailing economic environment and increasing competition only year has already pretense some new and serious challenges and we
those companies will thrive that have the tenacity to challenge status must face these with guts and good judgment. With the kick off of
quo and continuously raise the bar. In my opinion this is the only First Quality Conference 2009 and with Business Intelligence of SAP
way to keep on meeting the high expectations that our shareholders, in place, we are geared up to take timely decisions and make smart
consumers and all other stakeholders have of us. strategies. The focal points this year will be to attain:
With your help we will enter the new year with a completely new - Cost Efficiencies
packaging for the entire NFL range. I have very strong hopes in the
potential opportunity offered by this change. We will also start the - Zero Wastage
new year with a substantial addition to our portfolio, Rice. I have
complete faith in our ability to achieve success in this category. - Strengthening internal controls
Finally I would like to thank all of you for your support and help May Allah bless us with peace and prosperity. Aameen.
during the year. The work that we did together, this year, has given - Shakaib Arif
us the opportunity to really leave our mark on this market. Let's
make it happen now.- Kamran Khan
2 October 2008 - June 2009
SALES & MARKETING
New NFL Brand Identity
To keep up with modern times, a new
contemporary NFL Brand logo has been
designed with new and fresh feel while
keeping alive the original heritage. The
Corporate logo has also been refreshed
and product packaging revamped.
Super Kernel Basmati
This May, NFL launched National Finest Super Kernel Basmati
Rice. This launch marks National Foods entry into one of the
biggest segments in the Pakistani Food Market and reflects
the strong level of confidence the consumers throughout the
country have in the National brand and its extensive product
range. Sourced in the Punjab, National Finest Super Kernel
Basmati Rice contains only basmati rice which has been aged
to perfection. It has long grain length and superb aroma. Using
extensive quality control National has selected each grain for
its exquisite taste, delightful aroma and delightful experience.
Photo shows Mr. Mohsin Ali, Brand Manager NFL, presenting
the new product to the sales team at an internal launch event
at the NFL corporate office.
3 October 2008 - June 2009
SALES & MARKETING
Winning Through Change!
Challenge Everything; Winning Through Change
was the theme of the NFL Sales Conference
2008/09. Held in KLI in February 09, the
conference was attended by the Sales and
Marketing teams. Strategy was shared and the
whole team vowed to win through change.
Mr. Waqar Hasan, Director NFL, addressing participants of Winners with Mr. Abrar Hasan, CEO NFL, and Mr. Kamran
the sales conference in Karachi. Khan, CCO NFL at the Karachi sales conference.
Winners with Mr. Abdul Majeed, Chairman NFL, Mr. Abrar Muhammad Farhan (Regional Manager Lahore) receiving
Hasan, CEO NFL, and Mr. Kamran Khan, CCO NFL at the his prize from Mr. Abdul Majeed, Chairman NFL.
Lahore sales conference.
Winners with Mr. Abrar Hasan, CEO NFL, Mr. Kamran Khan, CCO NFL, and Mr. Shakaib Arif, COO NFL at the Islamabad sales
4 October 2008 - June 2009
AWARDS & ACHIEVEMENTS
Tax Excellence Safefood
Award 09 Award
National Foods received the Taxpayers Excellence NFL was recently awarded the Safefood Award
Award 2009 at the ceremony held recently by at the 8th International Safe Food Conference
the Large Taxpayers Unit. Photo shows Mr. Abdul 2009 organized by United Registrar of Systems
Majeed, Chairman NFL, receiving the award (URS). Picture shows Mr. Abdul Majeed (L),
from Mr. Shaukat Tareen, Finance Advisor to Chairman NFL receiving the award from Mr. Ali
the Prime Minister. Khan (R), CEO URS.
Mr. Abrar Hasan, CEO NFL, was awarded the Marketing
Association of Pakistan (MAP) Award of Excellence
2008 in recognition of his outstanding contribution
in the field of marketing and management and for
making a difference as a corporate leader.
NFL played an active role
at the Gulfood 2009 food
exhibition, held this
February in Dubai. The
NFL stall displayed a large
va r i e t y o f p r o d u c t s
representing all aspects
of Pakistani cuisine,
including RONAQ ready-
to-eat (RTE) meals,
RONAQ frozen meals, and
National basmati rice.
5 October 2008 - June 2009
C S R (CORPORATE SOCIAL RESPONSIBILITY)
Baby Food Trials
Baby Food is being tested at
Jinnah Hospital by Child Aid
Association, Karachi. The trial
process of baby food was
initiated in April 2009, and is
expected to be completed by
Muridke Water Project
NFL has inaugurated a public drinking water project to cater
to an essential need of the people of Muridke. An Adult Literacy
Programme was also started for our factory workers and the
people in the nearby village. Photo shows MNA Rana Tanveer
Hussain speaking at the inauguration ceremony.
CSR Clinic C3 Roundtable
CSR Specialist attended one day training C3 Roundtable conference was held in April 2009
workshop CRS Clinic organized by TBL at at Shafaat. This was organized for CEOs by TBL.
Shafaat in March 2009. Mr. Shakaib Arif, Chief Operating Officer, attended
In January 2009, NFL announced the successful completion of
the 4th phase of its Aagahee Adult Literacy Programme. The
announcement was made at a special certificate distribution
ceremony attended by a large number of students and teachers
from the programme.
Garage School Visit
ALP teachers visited a Garage School in January 2009.
The objective of the visit was to observe similarities
and differences of ALP teaching methodologies by
Garage school teachers at Garage schools.
6 October 2008 - June 2009
C S R (CORPORATE SOCIAL RESPONSIBILITY)
ALP teachers visited Rashidabad
on March 9th, 2009. The
objective of this visit was to get
experience and exposure to
activities in Sindh.
Chilli Project Energy
NFL has recently conducted several experiments
in Kunri on reduction in Aflatoxin (a poison
produced by fungi) levels in red chillies in order 1000 Ballast Chokes were installed at PQ on 6th
to meet local and international requirements. February 2009. Another 1500 pieces will be
We have successfully reduced the Aflatoxin levels installed at PQ and 500 pieces at SITE. This
by using various methods while maintaining the initiative would result in savings of over 3 million
quality of the red chillies. rupees annually.
24,037 packets of RTE product
were donated to different
charitable hospitals and NGOs.
Most of the food packets were
given to mothers and children.
Students Day was celebrated at
PQ to encourage learners and
teachers. The program was
organized by ALP teachers and
included light indoor games, quiz
competition and newspaper
Congratulations! Learning &
Muhammad Essa, Sana Masood, Development
Samina Adeel, Rahim Shah, Kashif A series of learning and development activities took place in
Iqbal, Fayyaz Abdul Ghaffar, Muzammil the past two quarters by some of renowned names in the
Mustafa, Fawaz Ahmed, Jamshed industry: Andaleep Abbas conducted a Peptalk in Principle
..on becoming new Moms and Centred Leadership; Kamran Rasheed conducted a two day
Dads! Supervisory Skills Training Workshop. Saadi Insha conducted
Power Talk, a one day workshop on Negotiation Skills.
7 October 2008 - June 2009
Star of the Month
Zubair Shakil Shahid Shah Shabbir Tariq S. Mukhtar Mudassir M. Siddique M. Hanif
Ahmed Ahmed Aslam Mahmood Mehdi
M. Sohail Khalid Irfanullah Imran Ghulam Arif Baba Aqil Afzaal Abdul
Hussain Khan Nabi Hussain Sardar Haseeb
Younus Shoaib Punoo Pervaiz Noor Mali M. Taufiq M. Tariq M. Ishaq M. Amjad
Solangi Rashid Baba
Khalid Karim Haider Habibur Allah Barkat Banaras Ali Zar Abdul Abdul
Bukhsh Ali Rehman Bukhsh Khan Majeed Khaliq
M. Sheraz M. Aslam M. Abbas Khalid Junaid Javed Imran
Zada Ali Saleem
Younus Zafran Zafar Iftikhar Ghulam Fayyaz Azhar Amjad Ahmed Aafaq
Solangi Raja Iqbal Asghar Hussain Gul Khan
Welcome to NFL
Hafiz Nasir Saeed Hoshu Batra Iftikhar Ahmed Moazzam Noor Mustafa Quraishi
(Officer RD) (Senior Marketing Manager) (Business Development Officer) (Territory Sales Incharge) (Business Manager)
Designed by: APR
Noushaba Khatoon Yousuf Saeed Adeel Quraishi Amanullah
(CSR Specialist) (BDM Officer) (Key Accounts Supervisor) (Officer FGS)
8 October 2008 - June 2009