COMPANY PROFILE

Over the years, Haleeb Foods Limited (HFL) has become a popular feature of family life
throughout Pakistan. The first product launched to the many by HFL was Haleeb milk and today
HFL has expanded its business to include Dairy Queen, Tea Max, Just Fruit, Tropico, Fun Milk,
and other dairy products to its production and packaging lines. HFL has the peculiarity of being
the first company in Pakistan to use Tetra Paks novel packaging formats, Tetra Brick Aseptic
(TBA) and Tetra Fino Aseptic (TFA). Apart from its extensive nationwide distribution network,
covering both urban and semi urban areas, Haleeb Foods is also serving international markets in
Central Asia, Middle East, Australia and Europe.
COMPANY HISTORY
How it all Begun


1984
Haleeb Foods Ltd. was incorporated on July 1st, 1984 with a capital of Rs. 46 Million
under the name of Chaudhary Dairies Limited which was renamed as CDL Foods Limited
and now it is known to be as Haleeb Foods Limited.
1985
1985 1986: The commercial production process started with UHT liquid milk from May
21, 1986. The liquid milk was the first product launched in the market. The company
started its operations in 1985 having the state of the art plant in the entire dairy sector of
Pakistan. Comprising an area of 32 Acres, this plant had a capacity of producing 80,000
liters per day of milk.
And how did it evolve
1989
Established an equity partnership with fries land Frico Domo of Netherlands.
1991
Commissioned Milk Powder plant @ BHP Plant.
1997
ISO 9002 Certification done. A New Brand Haleeb Asli Desi Ghee was launched
which later on became a brand which took great part in contribution to companys
turnover.
1998
Entered in franchise agreement with Cedilac, France. Under this agreement, the company
launched Candia range of value added liquid milk product and also had access to latest
production techniques, and marketing practices. In 1998 Haleeb Foods Launched UHT
cream and Skimz Milk Powder which featured 0 Fat Max Calcium.
2000
Tropico Juice Drink Range was introduced. This became famous not only in national
market but heavy export orders proved its success in countries outside Pakistan as well.
2001
Introduced Dairy Queen standardized and homogenized pure UHT Milk with 3.5% fat
and 8.9 solid non fats available in a modern 6-layered Tetra Pak Fino Packaging. At an
affordable price and a three months shelf life; this brand won the hearts of consumers all
over Pakistan.
2002
In 2002 the company contributed 54% to the countrys packed mil k market as one of the
companys leading national brand.
2003
Haleeb Foods Limited (HFL) is declared as the biggest Food brand in Pakistan. Also
gained ISO-9001:2000, HACCP Certification. This year had significant effects on
companys growth. Cold Chain Products like Yogurt and Butter were launched.
2004
Corporate name was changed to Haleeb Foods Limited. A range of pure juices under the
brand name of Good Day was introduced this year.
2005
Established a second processing facility Rahim Yar Khan (RYK) Plant. Spread over a
vast area of over 570 canals this fully automated plant with sophisticated operations was
commissioned and started.
2006
Launched Aseptic Poly Pouch in collaboration with DuPont, USA. HFL moved from dairy
to food industry and introduced food items like juices, powdered custard, ice cream, kheer,
firni and jelly.
2008
State of the art Milk Powder Plant was installed at RYK. Anhydro Powder Plant from
Anhydro A/S Denmark was designed for production of Baby Food. The plant design
ensured its operation with minimum amount of losses with maximum hygiene and product
integrity.
2009
VMFG ( Pvt) Ltd acquired 35% shares in Haleeb Foods Limited.
2010
Haleeb further penetrated into the market with the launch of FunMilk, Just Fruit and Tea
Max (Tea Whitener), which led to added contribution towards growth.
2011
New management was introduced at HFL that hosted a completely fresh and modern
approach towards business. The new ideology of work was shared; By thinking hard we
are plotting a strategy that will safely steer our company to uninterrupted triumph
2012
VMFG (Pvt) Ltd acquired majority shareholding in Haleeb Foods Limited and took over
the management of the company. The new management led to one of the most remarkable
turnarounds in the contemporary corporate Pakistan- a milestone achieved by executing
the plotted strategy. With a keen focus on improving the companys top line as well as the
bottom line the company improved its profitability and focused on innovation and launch
of new brands. Moreover with the brands being renovated HFL has proudly developed a
platform to bounce back and reach out to the consumer while securing their trust and
happiness.


VISION & MISSION STATEMENT
Vision
Optimizing resources and deliver sustainable growth
Mission Statement
Productivity: Be a highly efficient & effective organization
People: Develop a team of passionate and committed individuals whose goals are completely
aligned with the corporate objectives
Portfolio: Maintain a portfolio designed to meet changing consumer expectations by delivering
nutritious and high quality food solutions in a cost effective manner
Profit: Maximize long term return to shareholders while being ethically responsible
Partners: Develop sustainable and mutually beneficial relationships with customers, suppliers
and other stakeholders
Planet: Be a responsible corporate entity by helping build sustainable communities




VALUES
Integrity
For close to three decades, Haleeb Foods Ltd (HFL) has sustained its reputation of being a
company which cherishes values such as fair play, honesty and reliability. Members of the Haleeb
family are determined to observe and follow the highest ethical standards required by a company
that is in the dairy sector and that aims to win and sustain the confidence of the consumer as one
of its primary objectives. This focus on ethics and integrity is not only outward looking, the daily
functioning of the company encapsulates values like equal opportunity for all employees, a
culture of complete meritocracy and no discrimination on the basis of gender, religion, cast and
other such considerations. We believe the a fore mentioned values to be fundamental pillars of
our success. We take pride in how we conduct the business by saying and doing the right thing,
while consistently emboldening every one with us to the right thing at all times.
Pursuit of Excellence
The Haleeb team is sold to the idea of perfection completely. There are many manifestations of
this concept; we want to deliver to the consumer outstanding quality and taste in the shape of our
products; we want to deliver to the stakeholders; our investors and lenders the returns and
profitability. For the employees, we want them to stretch themselves and chalk out a glittering
future for this company and outstanding careers for themselves. For our business partners, our
vendors, customers and service providers, we want to develop long term and mutually beneficial
business relationships which allow them to grow in consonance with Haleeb.
At Haleeb the germ of pursuit of excellence is fairly contagious and it inspires people at all
levels to perform exceptionally.
Empowerment and Accountability
Authority and accountability are twin concepts and we at Haleeb believe in providing employees
at all levels the right kind of authority which develops their decision, making skills and makes
them think independently. And grow as business executives/managers, obviously wi th adequate
controls in place so as to manage the risk in all decisions. This creates a sense of ownership in
people boosting their morale as authority is delegated. Empowerment results in devolution of trust
and establishment of a healthy working environment. Delegating responsibility, however, comes
with personal responsibility. Thus, in order to ensure a result oriented and effective business
environment, competent monitoring processes are practiced, where each employee takes
responsibility for his/her respective decisions.
Cooperative Spirit
Admitting the importance of teamwork, the Haleeb family passionately promotes the culture of
sharing knowledge and working collectively. The concept of working in teams and with
coordination comes in handy for reaping benefits from pooled talent and expertise ultimately
resulting in higher productivity. A platform is provided to people where going an extra mile to
accomplish team objective is a common routine. To add further value to our work practices,
experienced and capable top management provides consistent counseling which enables
employees to work towards a shared vision.
Environment, Health and Safety
Haleeb family has successfully managed to align their goals with procedures that priorities and
comply with employee safety and health. Acknowledging the paramount significance and vitality
of human capital for ensuring a successful business, the company arranges wellness programs
aided by comprehensive safety literature to educate the employees about safe work envi ronment.
We facilitate employees with prompt first aid service and medical treatment, accompanied by
periodic medical check-ups, a trained team for fire fighting, emergency exit drills, laundry
management and locker management system. Last but not the least; Haleeb is privileged with ISO
9001-2008, 14001 and 2200 certifications.
Corporate Social Responsibility
At Haleeb, employees are encouraged to contribute consistently and positively towards a better
standard of life, not merely for our customers but also for the community at large. While
acknowledging the importance of profitability and generating adequate returns to the
stakeholders, we have also been mindful of integrating our operations with activities that help
giving back to the community. Haleeb has supported the project of MEDA Pakistan; Pathways
and Pursestrings. Besides empowering the less advantaged, Haleeb is also conscious about being
environment friendly through strict observance of waste reduction and numerous other
environment friendly practices.