The motivation to capitalize on Barakat’s success & go retail was the end consumer. I realized that there was a dearth of juice products that could confidently claim to be 100% pure and replace profit margins with a genuine interest of customer’s health & well-being. We at Barakat wanted to offer a beverage option to people that was pure, healthy and added value to their overall health instead of taking a toll on it through carcinogens and preservatives.
The retail business presents great challenges in terms of preservation & maintenance, however, our objective to serve the people the best that can go out of Barakat factory keeps us motivated to improve with every order.
One of the many factors for Barakat’s growth trajectory is the principles that we stood resolute with. There were many differing views on the feasibility of this fresh juice business. We’ve had to explain to the skeptics that the segment we serve to would grow only gradually and that patience would be the virtue to success one day.
I have benefited greatly from my roots in India and the ancient Indian sage of ‘Live and Let Live’. In my opinion and observation, the tendency to project human values in daily interactions and business activities is receding in today’s world.
I borrow heavily from the ethics that governs India as a country and culture at large. Business can be done with ethics, and this is something we seek to apply here in Barakat Quality Plus every day. We have been honored to win the reputation and trust from customers.
This still comes with loads of humility and we keep reminding ourselves not to enter into a dream world. It’s easy to reach the top spot, but more difficult to maintain it.
Our staff has been the backbone of our success. The word ‘employee’ is a commercial one, in actuality, everyone at Barakat is in essence a family member; they are our pillars of strength who implement and preserve our company principles. Once our ethics and values are on track, then sky is the limit.
There is a beautiful quote from His Highness Shaikh Mohammad which I love to reflect on – “there is no end to a winning race.”
The way forward for Barakat Quality Plus is to keep the interest of customers at heart in everything we do. We want the love of every member at Barakat to reflect in the final product in the hands of our customers. The money we get in return is trivial compared to their trust and support.
The best way to put the vision for brand Barakat is by comparing it to the fruit Orange - its juice is the most sought after in the world and has a flourishing demand and reputation in the region. That is what we wish for Barakat to do, enjoy the trust of its employees and customers, and radiate a genuine feeling of love and care for their well-being.
After a few years, when we discussed to take a leap with Barakat as a supplier of produce to the hospitality industry, and in essence an extended kitchen for large hotels, I knew that Barakat had its opportunity to shine and become an everyday brand in the industry. I had been on the other side of the market and understood the shortcoming of supplies to the hotel kitchens – the quality of fruits and vegetables quality varied and so did their distribution frequencies.
Commencing this journey with Barakat Quality Plus has been both exciting and a challenging one. What remains unchanged, though, is my confidence in its business model. I credit our expansion into retail and our trusted customers for making Barakat a household name.
Bringing the unique perspective of a chef in this beautiful atmosphere has served many advantages. To my knowledge and experience around the world, perhaps Barakat is possibly the only brand to sell ‘live’ juice in so many different and exciting flavours. Its liveliness indicates that all the nutrients are intact for the user to utilize.
We have been blessed to operate and flourish in an expanding market where our consumers trust us. Hotels in the region are also expected to rise in the coming years, which in return is an encouragement for our products. A heightened sense of health and vigor has pulled other people into the bandwagon. We aspire to assist everyone in their mission for good health and well-being by serving the essential vitamins and minerals in our products.
Working with Barakat has motivated me to think for the customers and try out different dishes and offerings, most of which are now available at Fresh & Easy Café. A look inside the café will tell you more than what our bottled juices tell you – Barakat is about fresh, natural and healthy food served by a team that genuinely care for you. The only thing warmer than their smiles is the hot and fresh soup served at the café.
When you take a walk in our establishment, you will come across 8 different nationalities making up the work force here. With such rich diversity, we all needed a common thread to work with. We did this by affirming Barakati as a surname to everyone. This way we ironed out all differences for a common cause of Barakat. To maintain the philosophy of an extended kitchen where the fruit ends up in your juice bottle, it is important for a family-like atmosphere where the workers share a sense of bonding. Once a worker feels at peace and home here, he can translate that into a selfless service to the customers through quality products.
Some would say that not being able to speak in the same language is a shortcoming on the shop floor. I say that this multi-lingual and cultural set up is a reflection of our products – varied, authentic and rich in diversity and colour. We turn the situation into an opportunity by motivating the staff through methods that cut across nationalities, languages and cultures. We hold birthday celebrations, film screenings and monthly get together programs.
Our workers are like the wheels of a vehicle. You may have the most enviable car, but if the wheels fall short of good performance, or worse, ceases to work, you are stranded with a useless peace of scrap. We want our workers to smile every day because their happiness is what will radiate from a supreme quality product.
Spending so many years with this wonderful brand, I have developed a mantra that I align my thoughts with – “focus on the process & products from your heart and the results come unasked.”
Being in this industry has been a challenging one, and we have tried our best to retain the pristine & natural freshness in every product we serve. There is a plethora of products in the market that use the word ‘freshness’ casually. We want our consumers to live and feel that freshness in a Barakat product and not just buy it as a marketing word. The taste of a Barakat product is its identity that distinguishes it from the others.
We have been fortunate to have the cooperation to strike this distinction in retail outlets. Our juices are spread out on ice slabs in supermarkets and allow it to remain alive and fresh. Till date, I hear of stories from returning customers who have been consuming our product since it first appeared on the shelves. This is what we work for. At Barakat, we don’t work for Returns on Investment; rather, we strive for Return of Impressions. We make a heavy investment in customer’s confidence.
We are not in a business of luring consumers to something we cannot deliver. We are in a service to the customers who wait for our products to enter the supermarket so that they can take home something they trust.
It’s not just another product claiming to be fresh, it’s a freshness you can taste, smell, feel and trust wholeheartedly every day your hand reaches out for a Barakat Quality Plus product.
BOARD OF DIRECTORS