EXECUTIVE Chairman's Message
FSL was born in 1986 when my previous employer, Beatrice Foods, shut down its Dubai Office leaving me unemployed with a wife, two school going kids and with very little in the bank.I always had the ambition to do something of my own and I decided to take this chance– after all, what did I have to lose? And so FSL was born out of a leap of faith on the 8th of May 1986.
With little capital, high ambitions and a burning desire to succeed I initiated my venture in the food industry with little clarity about what exactly I wanted to do! A year later, while I was having a dinner meeting with a friend in Riyadh I realized that the Food Ingredients industry in the Middle East was at a very nascent stage and not much was produced locally.
I decided to research this sector further and the time I spent understanding the food ingredients business, travelling from one continent to the other, was one of the best decisions I made in my career. Another good decision was to associate FSL with only the leaders in their respective fields. The Internet did not exist in those days and researching and identifying the leaders in the industry was a time consuming and laborious process. However, we persisted and it eventually led us to achieve the mark we have in the industry today through associations with organizations like Givaudan, Eurocitrus (later Dohler), Ybbstaler, Fuji Oil, Cargill, DuPont and various other industry leaders across the globe.
However our job was not just selling. Our core philosophy was to add value in the industry by providing technical support to re-engineer and develop new products and through the development of a close relationship with our customers and their markets so that we understood their needs. I believed that if we could do this, the selling would take care of itself.
Today, in the juice sector alone, there are over 100 successful products currently on the shelves where FSL has contributed to their development and launch since 1987. FSL also carved a niche for itself in the sector of FMCG marketing, food commodities and the Food Service industry. We are proud partners with brands like Safcol seafood, Koka noodles, Blue Diamond Almonds, Almondco of South Australia, Chef Works, Mighty Leaf tea and several other prominent companies.