MBA News: Kooh-Panah Dairy is holding the certificate for organic products and the signature of the managers of the complex over the package of all the products has guaranteed this claim with their honesty.
These days the market for organic products is very hot and people around the world for many reasons are demanding the use of products that make their life style healthy, free from chemicals and additives. For this reason, some food-producing companies have turned into healthy products in a competitive environment, and of course the need and demand among the audience has created such a motivation.
Marjan Tafreshi Dairy Products Company with the trade mark “Kooh-Panah Dairy” started its operation in Tafresh in 1380 (2001-2) to produce additive-free products such as starch and gluten ... and other substances that are usually added to such products, from animal husbandry up to the production and packaging. With regard to the main objective which is producing organic and healthy products, under circumstances in which there is not even healthy air for breathing in metropolises, and the need of certain patients for healthy products, even the breeding conditions of the livestock and keeping the forage which is used in this system is organized organically.
mbaNEWS: Mojgan Tafreshi, commerce and sales vice-president of the complex, announcing this, said: “With regard to the need of the society to produce organic products, Mohammad Tafreshi, the manager of Kooh Panah , decided to produce healthy dairy products and because of the presence of other companies claiming to produce such products with such specification in the field of competition and advertising, his signature, beside the phrase printed on all the packages of the products of Kooh Panah, has succeeded in gaining the trust of the audience by offering a different product with a natural flavor. This phrase, “I guarantee the purity of Kooh Panah products with my honesty” in a short period of time could bring about the most publicity effect for the complex, and the mouth-to-mouth promotion and introduction of the product to each other by the customers was successful and now due to the limitations in the organic animal husbandry for milk production there is no possibility to address the present needs and demands and in future we will implement a development plan.
As for the entry of the family business into the great and competitive dairy market of the country which is administered by the brother and sister under the supervision of father, she said: “The honesty and distinction was the main slogan and the important strategy we considered at the beginning of the work, and this is the most important feature that I think the audience from among dozens of brand names and companies (the voice of whose advertisements are continuously heard everywhere) can create loyal customers for a complex. For anyone who once tests the products of Kooh Panah, such a difference and purity in product is understandable and continuation of this method, by relying on the strategy that has been mentioned on all products, and the purity of the product and the honesty of the producer, is a guarantee for the work the number of whose applicants is increasing day by day.
Stressing that many of the consumers of this product are people who for different reasons do not have the possibility to use dairy, she said absence of the use of gluten which is a substance in wheat and is added to some dairy products and its digestion is difficult for a group of people is the significant factor for the welcome that the audience has accorded to this product.
The commerce and sales vice president of Kooh Panah Company while emphasizing that under the present circumstances production is very difficult in Iran, she said: “Support for small producers and family businesses that are more durable is necessary under this situation.” Also, as an example, some laws by the government are the main barriers blocking production. Sometimes regulations in implementation encounter weaknesses that ultimately disrupt the production process and support only at the time of the inspection visit to the complex by some authorities has been in an oral form, and in practice the entrepreneurship and the producer are alone.”
She added: “At present, the main priority of our market is Iran and believe our people deserve all the best, until the local demand is not addressed despite the orders and demands we receive from the neighboring countries, especially markets in Iraq, we do not have any plan for exports.”
Mojgan Tafreshi commenting on plans for promotion in future with regard to the development plan of the Kooh Panah factory, stated: “Our first advertisement started in the first year of entrance into the Tehran market and at the chain stores with the installation of small labels reading “try once” tried to communicate with the audience and, of course, it was used by some competitors and became an excuse for the managing director to use his honor as a guarantee, something that few people would do. Also, because in the internal market sometimes there is no safe competition and advertising costs on the television and environmental areas are very high and small businesses cannot afford it, therefore sampling and advertising in the virtual space, with regard to the power of this media is considered by us for our future planning. Also, capillary distribution in some supermarkets in different parts of Tehran and fruit and vegetable marketplaces and organic stores and Shahrvand and Palladium has so far attracted a wide range of the audience for Kooh Panah.”
Commenting on economic problems which have created limitations for the producers in recent months, she said: “For the supply of the pat which is the most important raw material for dairy packaging, as well as the milk and dough (a mixture of yogurt and water and salt) bottle caps we were faced with problems. Likewise, because additives and preservatives are not used in the plant, therefore special disinfectants were very important for the production for the supply of which we were faced with problems which has been eventually eliminated by the suppliers.”
mbaNEWS.ir- Maryam Ghazanfari