Making the Most of Fertile Soils

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Bangladesh is a nation of farmers; seven out of ten persons of the 160 million people live in rural areas according to World Bank. Moreover, as the WHO data suggests, nearly 97,400,000 of these people depend on agriculture for sustainable income, generating $112 million in 2017.

Pran RFL is taking the traditional means of sustenance and income into the everchanging modern market. With the largest supply chain in the country, the agro-producing conglomerate has taken agriculture from the roots a fractious nation into the international playing field. The company’s export increased 25% year on year on an average, even since they started going global. The brand equates its success to policy; they believe that instilling a sense of quality from within creates the best product throughout. They have created a culture that values the freshest and tastiest products.

The Units that Link Sustainability
Running such a large supply chain entails long-term quality, good manufacturing practices, state of the art machines, and a proficient sales and distribution network.
Quality of any product starts with purchasing the best raw materials. Pran RFL currently engages with 100,000 contact farmers throughout the nation, a concept they introduced in Bangladesh. The contract farming provides buyback facility to the farmers, besides ensuring fair price and free marketing of their produces; at the same time, the quality of the products are ensured too. Once a farmer is recruited, they are trained and educated about the detrimental use of certain insecticides and fertilizers. The company ensures that their farmers yield the best products by playing the role of the marketer. The farmers focus on particular crops that have the best harvest in their respective region. The company’s buyback guarantee leaves them without worry as to where they will sell their crops.

The Last Mile Is a Tactical Tread
The manufacturing giant has created an integrated operations system that reaches the market with the utmost efficiency. It starts with surveys that help the company understand the necessity of an eclectic market. This allows their dealers to understand the markets of the region and what it demands.
When it comes to food products, timing is everything. Pran RFL contains the largest distribution network in the country. They have created their own infrastructure to ensure that any one of their 17,000 distributors, the largest in the nation, receive the product immediately after it is ready for the market. The company’s buffer stock reaches the depots in a mere four hours after it is ready for sales. They also understand that Bangladesh is a country with unique topography so they do not only rely on any one of their 2,500 vehicles to transport the product. In the riverine regions (Barisal or Balichor), especially in the south where roads are not as of yet developed, the company uses any of its barges that are always ready to transport good from the respective factories.

Create Employment, Usher Changes
Pran RFL’s mission ‘To generate employment and earn dignity and self-respect for its compatriots through profitable enterprises’ is not just words for the company, their ever-growing chain of farmers is proof that they make use of their mission. For them, the farmer’s focus is the land. If there is a sudden price fall of any produce, Pran RFL ensured their farmers that they would have a market with Pran RFL and they need not worry about income.

Moreover, the company seeks to create a culture of change. They train their farmers on the benefits of rearing livestock. A trade that was traditionally thought of as a hobby for women can be a sustainable source of finance for the average family according to Pran RFL. They not only educate families about the benefits of rearing cattle and producing dairy products, the company facilitates loan schemes from banks as introducers that allow farmers to purchase livestock.

From Grassroots to Global Domination
Not only has Pran RFL dominated the national market, they export a significant portion of their 63 products to 134 nations. And this success starts with instilling their importers with the idea of Pran RFL as a brand. The importer then promotes the products according to the company’s guidelines and communication material.

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