As a results-driven leader with over 20 years of industry experience, Justin Emmanuel Steinbach has taken IFFCO Professional to new heights. As CEO of the company, he tells us more about the firm’s achievements and what’s on the horizon.
What are some of the key lessons you’ve learned in business?
The most valuable lessons I’ve learned throughout my career are to embrace change, diversify and build resilient operations in business. The food industry, driven by evolving customer demand, requires an unwavering focus on understanding customers’ needs completely. Therefore, we must consistently strive not only to meet but also to exceed their expectations at every opportunity.
Equally important, I’ve come to realize that a leader’s true strength is defined by the overall strength of their team. As a leader, it is my responsibility to ensure that my team members feel empowered, equipped, and inspired to perform at their very best every day.
What can you tell us about IFFCO Group’s range of brands and the countries it operates in?
IFFCO is a multinational FMCG group headquartered in the UAE. Founded in 1975, it operates in 50 countries worldwide. Currently, IFFCO employs around 15,000 dedicated staff members across its operations in diverse international markets. Furthermore, our 80-plus brands are recognized in more than 100 countries, showcasing our global presence and consumer reach.
In addition, IFFCO produces a wide range of food products, from mass-market staples to innovative plant-based alternatives for modern consumers. Our largest markets are the UAE and KSA, where brands like London Dairy, Tiffany and Noor are household names. Notably, we take pride in THRYVE, which is the first plant-based meat manufacturing facility in the Middle East.
For the professional food industry, IFFCO offers a comprehensive range of products and solutions through our IFFCO Professional division. These solutions include indulgence products, plant-based meats, frying options, beverages and various cooking essentials for industry needs. As we continue to expand our global footprint, we remain committed to providing high-quality and innovative food products that meet evolving consumer needs effectively.
What are some of the biggest challenges you are facing?
We view challenges as valuable opportunities for growth and improvement in our organization. The digital revolution has significantly transformed our industry, requiring constant adaptation to new trends. As leaders, we prioritize technology and innovation to stay ahead of the competition and market demands. Additionally, we ensure compliance with evolving legislation while leveraging AI and blockchain to streamline operations across our global network.
Moreover, understanding and identifying evolving customer needs is also crucial for our success. Our plant-based meat factory, THRYVE, and carbon-neutral olive oil by our Rahma brand demonstrate our commitment to sustainability and innovation. Consequently, we prioritize ESG (environmental, social and governance) standards in our operations and actively partner with sustainable suppliers. Our Climate Roadmap 2030 and comprehensive ESG report reflect our leadership and dedication in sustainability practices and initiatives.
How do you stay ahead of industry trends and ensure that IFFCO Group remains competitive in the global market?
We place strong emphasis on investing in innovation and technology to stay ahead of the curve consistently. By actively listening to our customers, we monitor industry trends and adapt our products and services accordingly for success. Consequently, we ensure we consistently meet evolving expectations and fulfill customer demands in the marketplace.
Moreover, our steadfast commitment to research and development drives innovation across the food industry, fostering sustainability while solidifying our position. This approach establishes us as a leader in every market we serve effectively and responsibly.
What is your vision for the future of IFFCO Professional?
My vision for IFFCO Professional is to elevate our position in the market as the undisputed food service leader in the GCC. We aim to achieve this by having the best-in-class team and providing 360-degree solutions for our clients. Our products, ranging from high-quality baking ingredients to innovative plant-based alternatives, are specifically designed to meet chefs’ and consumers’ needs.
Furthermore, we prioritize innovation and technological advancement to enhance our operations while ensuring sustainability across our processes. Additionally, customer demand for healthy, sustainable food options is a key focus for our organization and future strategies. Thus, we will continue to expand our operations in the UAE and beyond, adapting to evolving trends and effectively meeting our customers’ needs.
Rita Ghantous
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