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14<br />
Retail<br />
A Sweet<br />
Chain Story<br />
Managing the sweet chain, that is –<br />
swimming through the confectionery<br />
industry is not as sweet as it may seem<br />
in a market where margins are tight<br />
and product quality is of paramount<br />
importance. Success in a highly<br />
competitive global food industry is<br />
sweeter only if a comprehensive and<br />
innovative business model becomes a<br />
practice.<br />
South Africa’s global food ingredient<br />
supplier, Orley Foods, and its regional<br />
business associate in the Middle East, Al<br />
Hathboor Foods employ one such<br />
management technique called RADAR<br />
business model. For the partner<br />
companies, a successful supply within<br />
the confectionery chain should involve<br />
Research, Attitude, Delivery and<br />
Relationships i.e. RADAR – prioritising<br />
these four key aspects of business.<br />
“Orley’s successful relationship with<br />
clients is a result of managing a journey<br />
that starts from the first contact<br />
between a company and their<br />
outsourcing partner, through to a<br />
complex relationship based on trust<br />
and mutual interest,” says Saul<br />
Abrahams, Orley Foods’ Sales and<br />
Marketing Manager. “However to be<br />
successful, all the participants in this<br />
chain must understand what is being<br />
outsourced and why, and know the<br />
rules of the game plan.”<br />
For Orley Foods, research means<br />
being backed by a strong technical<br />
team capable of developing innovative<br />
products considering that what sets<br />
brands apart in a competitive food<br />
industry is innovation. Orley Foods<br />
considers that such innovation can<br />
(L-R) Saul Abrahams, Sales and Marketing<br />
Manager, Orley Foods and Rajesh Sharma, MD,<br />
Al Hathboor Foods<br />
happen only in cross-pollination with<br />
customers’ marketing departments – a<br />
feedback system that addresses the<br />
exact requirements as per current<br />
market demands and customer<br />
preferences.<br />
Backed by internationally recognised<br />
food safety standards such as HACCP<br />
and quality management systems such<br />
as ISO 9001, Orley Foods competes with<br />
manufacturing giants from Europe and<br />
the United States.<br />
However, innovation alone cannot<br />
sustain competitive advantage,<br />
longevity and shareholder value.<br />
Innovation at speed (fast clip)<br />
combined with prompt delivery is<br />
crucial in the business. Delivery and<br />
relationship aspects are enhanced by<br />
the nature of Orley’s collaborative<br />
relationship with Al Hathboor Foods in<br />
Dubai.<br />
“Obviously as with all markets, trade<br />
Supply Chain & Logistics Group | www.sclgme.org
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