Head of Business Development
Field Fresh Pvt Ltd
Total years of experience :19 years, 6 Months
Categories: Seafood (Local &Imported) Fruits & Vegetables (Imported), Cheese & Butter (Imported), Meat (Imported), Condiments
Developed Horeca Sales in all above categories from ZERO to 90 Million Annual since Jan 2016
Successfully Introduced new categories like Imported Seafood, Condiments, Imported Meat in company product portfolio
Developed Fresh Salmon Sales importing directly from Norway
Processing of Seafood as per customer needs
Developed 01 stop solution for Horeca of all Seafood Needs
Negotiated better rates with international & local suppliers
Negotiated credit terms with local seafood suppliers & material vendors
Developed sales team in ISD, KARACHI & LAHORE
Lead a green field operations targeted towards developing a dependable nation-wide supply chain network of local fresh fish & seafood through various sales channels of Wholesale, Retail, Food Services and End-customers.
Conceived and successfully demonstrated a unique business idea of one-stop solution of fish & seafood. Targeting most customers including HoReCa, modern trade, specialty meat shops and end customers
Successfully introduced pre-cut fish selling concept
Put in place the quality parameters based on individual customer requirements
Successfully introduced customized cuts concept resulting in cost efficiency, minimum inventory maintenance, operational efficiencies for HoReCa clients
Developed trust with end customers regarding in-time quality product availability
Developed a professional team of operational staff at warehouse
Worked on parallel projects - Developing business feasibilities, selling projects, management of end to end value chain, sales, recovery, preparing financial reports, accounting and profits payout.
Being part of the METRO launching team, conducted comprehensive market surveys, prepared feasibilities, assisted in customer acquisition, motivated suppliers to support a unique business concept
Aggressively launched Direct Buying from Farmers across Pakistan in Fish, Fruits and vegetables eliminating middleman resulting in improved shelf-life, prices and service delivery.
Developed sourcing strategy for 05 stores nationwide for over 100 SKUs from fresh and dry category targeting round the year availability with in-time daily deliveries at all centers.
Effectively designed and launched Seasonal Catalogues (Fish & Seafood, Mangoes and Citrus)
Responsible for a sales turnover of 317 Million PKR in Fruits, Vegetables, Dried Fruits & Nuts
Major Responsibilities (National Level - 05 stores)
Exploring & evaluating potential product sources for sustainable supplies
Supplier identification, development, enlisting and KPI monitoring
Periodic review of quality parameters to adjust to seasonal changes
Value Chains assessments and initiating cost-reduction, value addition and process simplification projects
Monitoring service provider (LSP- Pack house operations) for improving work flows and streamlining operations
Collaborating with suppliers for compliance of quality standards at farmer, fishermen level
Allocating budgets on sub-category and seasonal basis for sales, margins and shrinkage targets
Sales Forecasting, Volume forecasting and price negotiation
Product portfolio, Range Planning
Annual contract negotiation and improving special terms and conditions
Promotion Planning targeting different customer segments (Weekly, Fortnightly & Seasonal)
Representation in cross functional teams in various projects
Managing a team of assistants, conducting performance appraisals and career path development
Training new inductees from marketing and operations department on product knowledge
Conducting interviews and selecting appropriate candidates for commercial & store operations
ACHIEVEMENTS
FRUITS, VEGETABLES, DRIED FRUITS & NUTS
Procured Fresh Potatoes from Gilgit approx 100 tons and further distributed to stores for retail and wholesale selling
Conducted Focus groups of HoReCa customer segment to identify specific needs regarding potatoes
Initiated contract farming for Iceberg targeting HoReCa customers
Pioneered distant sourcing from Quetta to Lahore of common vegetables resulting in up to 50% savings for the company
Evaluated Fruits & vegetables existing supply chain and suggested re-location of pack house resulting in improved quality, better prices and reduced stock outs to almost 5% from 35%
Increased annual volume by 150%
Increased farmer share from 35% to 70%
Contributed 64% increase in LFL sales in Fruits & Vegetables 2010 annually
Developed and introduced new suppliers resulting in cost improvements of up to 50% for the company
Reduced shrinkage percentage from 12% to 6% in Fruits & Vegetables
FRESH & FROZEN FISH
Identified the most suitable region for sourcing of Rohu fish in terms of quality and sustainable supplies with an emphasis on round the year availability
Conducted in-depth surveys for identifying progressive farmers with extensive on-farm meetings and physical verification
Organized and executed first Farmers Training Program of METRO for fish farmers before launch of store operations for increasing awareness of quality parameters required by Metro
Influenced farmers to invest in infrastructure for improving quality of products and service delivery
Initiated contract farming for Rohu project worth 12Milion targeting HoReCa & trader segment
Introduced ice boxes for the first time in supply chain of fresh water fish in local market for cost-effective & hygienic transportation improving shelf-life by 5 times compared to local market
Introduced chilled and smoked Salmon direct from Norway first time in Pakistan
Key Responsibilities:
Business Development
Interviewing and recruiting candidates for client organizations
Unearthing and Building Human resource Data base
Launching open enrollment Programs
Assisting Lead consultant in Management consultancy projects
Database development, networking and regular calls (on phone & personal visits) to generate sales leads
Conducted Training Need Analysis with multiple clients and suggested trainings based on findings
Annual training calendar development and seeking nominations in open enrolment programs
Database development, networking and regular calls (on phone & personal visits) to generate sales leads
Owned & managed farm business covering 35 acres
Developed business into an integrated farm of fish, cattle and horticulture
Developed effective ways of fertilization by using compost
Gained knowledge of water quality management parameters
Experimented with different variables of aquaculture like stocking ratios, varieties of fish, harvesting period