Norfolk Foods is embarking on a new journey as Ameena Ziauddin takes on the role of President, steering the company to towards global prominence
Ameena’s journey from manufacturing engineer to President of Norfolk Foods is remarkable, marked by a passion for innovation and creativity ignited by early experiences within Norfolk Foods.
Norfolk Foods, a pioneer in the food industry, was founded by Ameena’s parents over 30 years ago upon their return from the UK. Mr Mohamed Ziauddin, a food technologist and Mrs Zari Ziauddin microbiologist, started the company with their wealth of experience from the UK, both having worked in the food industry there for nearly two decades.
Norfolk Foods, a name synonymous with taste and quality, have been in the fore front of the food industry. Supplying major 5 star hotels and restaurants under their Norfolk Foods brand and all supermarkets and A Grade groceries with their retail brand Crescent. Their delicacies such as mini kievs and kochchi bites have become home favorites over the years.
Ameena and her sister grew up with the company, accompanying their mother to supermarket product sampling, traveling to the original factory in Pasiyala and helping set up exhibition stalls during school holidays. Seeing her parents hard work and dedication to the company set the tone for Ameena, she knew joining the business one day was not a decision to be taken lightly.
Ameena started her journey in the manufacturing industry at the age of 16. She stated that she started doing internships in school to be able to decide what route of academia she wanted to follow. She knew her end goal was to be able to join Norfolk Foods but she wanted to be able to get the necessary skills and experience to get there. She then decided on Manufacturing Engineering with Management for her undergraduate studies at the University of Nottingham UK.
Through out university Ameena worked in the manufacturing industries both in the UK and Sri Lanka which helped her join her MSc Programme in Food Production Management also at the University of Nottingham UK. In her time at University she was also able to develop and hone her leadership skills with various leadership roles on campus and being selected as a Windsor Fellowship Leadership Programme fellow.
Ameena returned to Sri Lanka from the UK, Ameena joined Norfolk Foods as a trainee. She embraced a hands on approach to understand the intricacies of the business and the importance of the simplest of roles such as cleaning and rubbish removal, without which a food factory cannot function. Ameena worked on every line on the factory floor to gain a deeper understanding of each and every role in the company.
As she advanced within the company, Ameena played a pivotal role in establishing the business development and marketing departments. Heading business and product development, she Recognized the potential in the retail sector, and spear headed a strategic shift towards retail focusing on advertising and market penetration.
With product development, Ameena worked closely with Chefs and customers to create new products tailored to the customer needs. Over the past 11 years under Ameena’s guidance Norfolk Foods has produced and launched over 350 new products for the B2C and B2B markets combined under their Norfolk and Crescent Brands. In the past 5 years Norfolk Foods added 2 more brands to their portfolio; Hurry Up, a retail store featuring the company’s entire range, and the ‘Lean Mean Green’ vegan range.
During her time as Development Director Norfolk Foods partnered with Charoen Pokphand Foods, Thailand. CPF is one of the worlds largest poultry and seafood producers and have production plants all over the world.
In 2022, Norfolk Foods ventured off Sri Lankan shores to set up in India. The establishment of CP Norfolk India stands as a significant milestone for Norfolk Foods, marking a joint venture with CPF India. Reflecting on this accomplishment, Ameena sheds light on the complexities and triumphs involved in venturing into the vast and diverse market of India. The invitation to join this partnership, presented Norfolk Foods with the challenge of navigating the intricacies of a country where each state operates almost as an independent entity, boasting unique laws and demographics.
Ameena acknowledges the profound cultural differences, emphasizing that food, a deeply personal aspect of daily life, necessitates a nuanced understanding of consumption patterns and occasions. In the context of the frozen food market, she notes that India, compared to Sri Lanka, presents distinct challenges, particularly with a significant portion of the population adhering to a vegetarian diet. The learning curve involves understanding the preferences of each city, considering factors such as spending power and culinary perceptions. She points out the contrasting attitudes in cities like Bangalore, where younger generation spearheads consumption and in Chennai, traditional preferences dominate.
The journey with CP Norfolk India is not merely about overcoming challenges; it’s about adaptation and learning from the diverse markets within India. Ameena accentuates the importance of aligning with the existing team to comprehend the intricacies of each city. Looking forward, she envisions Norfolk Foods further expanding its footprint beyond Sri Lanka, with a commitment to exploring opportunities in various countries. This aspiration aligns with the collaborative efforts between Norfolk Foods and CPF to foster growth in the South Asian region, illustrating the company’s ambition to become a global player in the food industry.
Ameena’s roles as the Chair of the SLID Young Directors Forum and Vice President of the Council for Business with Britain underscore her commitment to industry and community leadership, complementing her responsibilities at Norfolk Foods. Recognizing the importance of continuous learning regardless of one’s level and experience, she emphasizes the value of gaining insights not only within her industry but also from diverse perspectives in the broader business community.
As the Vice President of the Council for Business with Britain (CBB), Ameena interacts with C-suite and CEO-level individuals across various industries, each bringing unique perspectives and experiences. Particularly during challenging times like the COVID crisis, this external role provides a platform for learning how different companies navigate common issues. Ameena gains valuable insights into crisis management, staff maintenance, and coping with external factors such as tax increases. The diverse mix of international and local companies, as well as those that are publicly listed, offers a rich learning experience, showcasing varied approaches to shared challenges.
Her involvement in the Sri Lanka Institute of Directors’ Young Directors Forum adds another layer to her external engagements. Focused on you within various industries, this forum fosters peer-to-peer learning among professionals navigating similar career milestones. She highlights the dynamic of addressing the complexities that arise when younger generations take over multi-generational companies, providing valuable insights into the challenges and opportunities associated with such transitions.
The debut of ‘Lean Mean Green’ at ANUGA 2023 Cologne, Germany marks a significant stride for Norfolk Foods in its global expansion endeavours. Ameena sheds light on the inspiration behind this innovative product, emphasizing the company’s dedication to taking Sri Lankan culinary influences to a global stage. The journey of Lean Mean Green began with its launch in London at the International Food Exhibition, setting the stage for its subsequent presentation at ANUGA, where the global market provides a vast platform for exposure and potential partnerships.
The inception of Lean Mean Green was fueled by the vision of making Sri Lankan produce a global sensation. Over the past few years, the company has experimented with vegan offerings on a smaller scale, driven by customer requests. The opportunity to showcase the Lean Mean Green range at ANUGA aligned seamlessly with Norfolk Foods’ strategy for expansion and global representation.
Ameena clarifies that the uniqueness of Lean Mean Green lies in the fact that Norfolk Foods isn’t creating anything vegan; rather, everything they make is inherently vegan. The range features familiar Sri Lankan favourites like jackfruit cutlets and nuggets, drawing inspiration from everyday dishes. The Lean Mean Green products, often rooted in family recipes or accidental culinary discoveries, serve as an extension of Sri Lankan culinary traditions.
In essence, Lean Mean Green represents more than just a product; it embodies Norfolk Foods’ commitment to embracing global opportunities, showcasing Sri Lankan flavours, and adapting to evolving consumer preferences on a global scale. The launch at ANUGA underscores the company’s strategic approach to introducing innovative, plant-based alternatives while celebrating the rich culinary heritage of Sri Lanka.
In contemplating the legacy she aspires to leave at Norfolk Foods, Ameena articulates a vision rooted in innovation and pioneering contributions to the food industry. Recognizing the company’s history of being at the forefront of market trends, she envisions a legacy characterized by a continued commitment to being the first to market with innovative products. Norfolk Foods has consistently demonstrated this approach by strategically launching products when the Sri Lankan market is ready.
Amidst laughter, Ameena expresses that her journey has just begun, acknowledging the immense potential for impactful contributions in her multifaceted role. Looking ahead, she envisions Norfolk Foods as more than just a frozen food or meat company; it is positioned to be a comprehensive food solution provider. This strategic shift encompasses a commitment to understanding and meeting the diverse needs of customers, evolving beyond traditional labels in the food industry. By positioning the company as a food solution provider, she envisions a legacy defined by continuous innovation, customer-centricity, and a profound influence on the way people experience and perceive food.
Ameena leaves us with a valuable perspective on the significance of outside exposure, particularly for those part of generational businesses. Emphasizing the importance of gaining experience and education that not only benefits the individual but also adds value to the company, she reflects on her own journey, starting internships at the age of 16 to prepare for her eventual role at Norfolk Foods.
Her advice extends to individuals in similar situations, urging them to actively work towards their goals and not take family business opportunities for granted. Ameena’s insistence on maintaining a mentality that doesn’t rely solely on family connections resonates as a key principle, ensuring one remains employable beyond the confines of the family business. With a touch of humour and practical wisdom, she underlines the need to recognize the broader industry dynamics and to be prepared to explore diverse opportunities while maintaining the ability to contribute meaningfully to any professional setting, family-owned or otherwise. As Norfolk Foods expands its horizons through partnerships like the one with CPF, Ameena’s insights reflect a forward-thinking approach that aligns with the evolving landscape of the business world.