Customer story

Simply Sufi, simply the best

01 Sep 2015

Simply SufiFrom left to right: Rizwan Shaukat, Hussain Shaukat (Eastern Veterinary Services, Marel Stork’s local representative for Pakistan), Erik Talens (Area Sales Manager, Marel Stork), Tariq Ullah Sufi (Director Owner Sufi Group), Hamza Sufi, Khalid Latif (Counselor Sufi Group), Srinual Thanee (Production Manager Sufi).

In Pakistan everybody knows the Sufi Group, primarily as a producer of soap products, cooking oil and other ‘fast moving consumer goods’. Over the years the company has diversified further and has started to produce a variety of further processed poultry products under the brand name “Simply Sufi”. The focus of the group has now turned to the processing of broilers both as input for its further processing plant and to provide customers with the best possible natural products. Hamza Foods, a wholly owned Sufi company, has chosen Marel Stork Poultry Processing technology to enable high quality processing.
 

We have chosen Marel Stork because, with help of Marel Stork technology, our customers can have a pleasurable and flavorful experience when they taste products from our premium chicken range. Simply Sufi chicken products are made to the highest hygiene and quality standards.
- Mr. Tariq Ullah Sufi, CEO
 

The initial capacity of the new plant near Lahore will be 3,000 bph (50 bpm). Anticipating further growth, the plant has been laid out for double that capacity. The modular Marel Stork concept grows along with the success of the company.
 

Nuova for evisceration

Scalding and plucking operations are automated as is evisceration. Nuova is the famous heart of a modern evisceration process and provides the best basis for hygienic processing and high quality meat and giblet products. Various other machines make for a perfect, highly automated evisceration process. 

After evisceration broilers are chilled in a screw chiller and pass through a rotating dripping drum. Whole broilers are then graded by weight and quality. In the semi-automated cut-up department all the required products are produced. Fillet is harvested for direct consumption or as ‘raw material’ for further processing.

Products are packed and shipped. A modular Stork PDS-NT software solution oversees the process.
 

Simply Sufi products

Pakistan changes

Pakistan is changing rapidly. More and more people now live in big cities and the young urban population has ever more possibilities to purchase high quality poultry products. The popularity of ready to cook convenience products is growing rapidly. People are spending more money but less time on preparing food. Quick service restaurants are becoming more popular. Strict international standards on food safety and quality are being quickly adapted by companies such as Hamza Foods.

The outlook is very positive for the poultry processing industry. For Pakistani poultry is a good and affordable source of proteins.
 

Simply Sufi, simply the best

The company slogan ‘Simply Sufi’ reflects company strategy. Tariq Ullah Sufi, CEO of the group, explains: “Simply Sufi has two core elements, ‘Simply’ and ‘Sufi’. ’Simply’ means absolutely, clearly, purely. ‘Sufi’ refers to the parent brand of the group which stands for quality, purity and trust. Together they produce a beautiful meaning-Simply Pure, which is exactly what consumers can expect from our products; a range of healthy, nutritious and delicious chicken products. And for that we needed the best possible processing technology.”

“We have chosen Marel Stork because, with help of Marel Stork technology, our customers can have a pleasurable and flavorful experience when they taste products from our premium chicken range. Simply Sufi chicken products are made to the highest hygiene and quality standards.”
 

Simply SufiGo to:

simplysufi.com