Diversification and expansion are twin factors that have contributed to the continued growth of Service Foods Limited.
The Company’s move to establish a strong presence in Auckland two years ago to cater to the growing demand for its products was not only strategic but also providential. It proved so since its operations in Christchurch, where it was established more than 30 years, has been continuously disrupted by earthquakes and aftershocks. The Group lost its retail outlet and many of its own properties, following the tremors.
The Company, owned by the Balar Group, has been able to weather through tough times, thanks to its strategic positioning in the market and ability to rise to challenges, fortified by futuristic vision.
Its 70,000 Sq Ft Warehouse on Saleyards Road in Otahuhu in Auckland is today the cornerstone of the Group’s operations, registering a number of superlatives in the market.
As well as housing the tallest freezer facility in the country, the Warehouse is stated to be the world’s first cool store to run on CO2, fostering cleaner environment.
It effectively complements the 100,000 Sq Ft Warehouse in Wollston, Christchurch, with its own trucks delivering thousands of items to outlets in its supply chain throughout the country.
Stan (Suresh Balar), Chairman and Managing Director of the Balar Group is justifiably proud that Service Foods Limited has firmly established itself as a strong leader in the wholesale market.
“While we are on the expansion path, our focus continues to be on sourcing the right products of the best quality at the right time and for the right price,” he said.
It is a simple strategy for Mr Balar, but not for many others.
From its humble beginnings as a modest trader in food items, the Company today is one of the largest importers of a growing range of products delivered through its own extensive distribution network nationwide.
The leading food distributor has a vast range of goods exceeding 9000 lines with key brands such as Balars, Vimal, Mopleez and Gerewal.
His elder son Aneil has taken the management responsibility for the operation, including logistics, supply chain and as the Chief Financial Officer of the Company, he also has an eye on costs and revenue.
“Our vision is to expand our product and service range to become one of the most extensive organisations in business. With a large number of items, Service Foods is arguably one of the largest importers of food items in New Zealand,” he said.
Service Foods is set to move again, with two new branches to be established in the country over the next two years.
His younger son Nikul, who also has a number of responsibilities including marketing, was equally confident.
“The economy is going through tough times but I am confident that Service Foods will continue to progress, since we constantly meet the evolving trends in the market,” he said.
“As a part of our expansion plan, we are now preparing to export to India as well as other key overseas markets,” he added.
