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In our Country technological intensity of the Food Industry is increasing and individual companies are committing more resources to technical endeavours. As a major Manufacturers of Biscuit and Cookies in Pakistan, English Biscuits Manufacturers (Private) Limited, produces a large variety of products to satisfy a wide range of consumer needs and choices.
The Company has been well recognised for its products, excellence based on highly successful brands as SOOPER COOKIES. Two flavoured Cream in "RIO" Range, fortified Biscuits "Gluco", Lemon and Chocolate Sandwich Biscuit, sweet and salty product "CLICK" and WHOLE WHEAT SLICES". EBM is the First Company to have introduced the concept of nuts in Cookies. The Company's Product "PEANUT PIK", PEANUT PIK WITH PISTA", "PARTY" are very popular in all segments.
PRODUCT DEVELOPMENT: Generally speaking, a new product development process involves different preparatory steps and requires input from various functional areas including Market Research, Advertising, Research & Development, Finance and Sales.
Number of growth - generating products is attributed to the following factors:
1) A very strong Research and Development Department having dedicated personnel.
2) A rigorous planning process.
3) Full range senior management support
4) Strong cross -functional team work.
5) A pro-active product development and marketing team.
6) Best control on quality during process and packaging.
INNOVATIVE PROGRAMME: Research and Development innovative programme is based on the following key promises: First, each brand has to fill a real gap in the Market Place. That may seem obvious, perhaps even a little simplistic, but it is vitally important. A number of new products are introduced by different Companies each year and most of them fail because the marketer did not fill the right gap with right product.
Second, the product should be based on some specific trend, EBM uses a broad range of Consumer Research and Internal expertise to ensure that its products are abreast of, ahead of, Consumer trends.
Third, it has to be executed flawlessly, including the fundamentals. Even the best of the new products will not succeed if their positioning, packaging or marketing is splintered, or otherwise flawed. The Fourth and key principle is that the taste, texture and appearance should be super and have acceptability in all segments of Customers.
Quality Assurance: Quality Assurance involves analysis and progressive refinement of product formulas and procedures identifying and acting upon detectable causes of variability before poor quality products can be produced. In other words, quality must be designed into the product. It cannot be inspected into the product.
In order to control the quality of food during processing, one must have a technically and administratively sound system to be as sure as possible in advance that failure will not occur and to assure that any change that do occur will be detected at the earliest possible stage there in lies the need for inspections.
In our Country quality assurance system is significant step only in few responsible food manufacturers. Among the companies English Biscuit Manufacturers (Private) Limited, and Coronet Foods (Private) Limited producing very innovative and niche biscuit product have very organised Research & Development and Quality Assurance Department. Because management of this organisation think that Quality Assurance and technical people are well trained, well educated, well qualified and well experience.
Further to this with the efforts of Mr Khawar Masood Butt, Managing Director and its Deputy Managing Director Mrs Saadia Naveed English Biscuit Manufacturers (Private) Limited, well updated Centre of Excellence having state of the art equipments has been establish with the following vision.
VISION OF EBM CENTRE OF EXCELLENCE: EBM has developed a Centre of Excellence which aims to provide a knowledge based environment to enhance EBM's in house capability to re-engineer process and develop innovative new technologies in Product Development and Packaging for efficient use of its production facilities.
The objective of establishing a Centre of Excellence, in fact, goes far beyond EBM, in reaching out to vendors and suppliers to inculcate in them a culture of standardisation and societal up - gradation. The concept being to put in place a professional foundation with a state of the art Laboratory for use, exchange in Food Technology, Biochemistry, Inter-disciplinary Sciences or Basic Research and help develop
QUALITY ASSURANCE FUNCTION: Quality Assurance is an audit system and procedure for all elements of the Quality Control Operations. Quality assurance is to quality control as the internal auditor is to the book-keeper or accountant. Quality assurance overseas quality control as quality control overseas production.
The nine most significant functions of quality assurance are as follows:
1. Review quality control sampling schedules and procedures.
2. Develop effective market withdrawal and product recall systems.
3. Prevent criminal indictments of individuals not personally responsible for serious transgressions.
4. Design and implement a quality control exception report.
5. Undertake a hazard analysis and critical control point evaluation for each product line in each plant.
6. Devise statistical quality control methods to minimise quality control costs and enhance consistency of product quality.
7. Seek out and develop improved laboratory methods and instruments for use by quality control.
8. Assist Quality Control Laboratories with particular problems.
9. Serve as expert witness in product liability cases.
The two most important factors in food production, quality control and quality assurance are employee motivation and equipment performance. Creation of an effective quality assurance programme is indicative of a modern food companies, commitment to providing consumers with safe, wholesome and nutritious foods of consistent high quality at a reasonable and realistic price.
Yet one must never lost sight of the fact that neither quality control not quality assurance, alone or together can do the whole job. Commitment to consumers must involve every individual who works to produce and distribute appetising and attractive foods, not only in food manufacturing plant but beginning with the farmer and continuing through the super market checkout.
(The writer is M.Sc. (Chm.), Grad, M.I.E., B.ED., M.I.F.T. (USA), Director, Research & Product Development, English Biscuit Manufacturers (Private) Limited, Coronet Foods (Private) Limited.)

Copyright Business Recorder, 2009

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