Macaroni industry in its current form promises a prosperous future. Domestic markets have consumed macaroni products for years either in the traditional form or through import from other countries.

Thanks to active and effective contribution of a number of industrial and full-automatic producing companies, today national markets enjoy high quality Iranian products. In this volume of Negah Hasti Magazine we have interviewed with one of the successful, well-known producers in macaroni industry. We draw your attention to an interview with Mr. Morteza Soltani, Eng., Founder and Chairman of the Board of Directors of Zar Macaron Company.

-How do you evaluate the current condition of macaroni production?

-“Over the preceding years, macaroni production has undergone serious, positive evolutions. Such evolutions resulting from development process of Iran has led traditional production sector to enjoy the state-of-the-art technology and improve quality of their products. On the other hand, advent of a number of industrial plants in the arena of full-automatic production of macaroni has developed a dynamic, constructive competition in this industry.

In any productive-service activity, competition is actually an important factor in improving quality and quantity of services. Thereby, a rival is not considered as a disruptive element in survival of an organization but will be a powerful stimulus who makes us review method and quality of supplying products and rendering services permanently.

In modern evolutionary thoughts competition is regarded beneficial and invaluable. Production will not be developed in the absence of rivals, supporting customers and respecting their rights may not be manifested and well-organized economic studies and special attention to the concept of “cost price” which is the main index in trade may not be taken seriously.

You see how increase in number of producers may be effective and helpful in sustainable improvement and growth of the concerned industrial field.”

-How have you accelerated such an advanced view to the concept of competition in Zar Macaron activities?

-“Zar Macaron Group believes that a rival gives an opportunity rather than being threatening. Since early 2006, respecting all occupational ethics instead of entering comparable unhealthy fields, the Group has been mainly focused on the components which may highly result in distinguishment and priority of Zar macaron products from/to other similar domestic ones.

To this end, we have strongly focused on three significant factors: quality, cost price, and respecting customers’ rights. Fortunately, records of 3-year activities of Zar Macaron indicate right selection and adopting the appropriate method of production. We believe these useful results are all accomplishments of the concept of healthy competition.”

-Several new industrial complexes have entered the arena of producing macaroni within the last few months. How do you evaluate this with respect of Zar macaron’s view to the concept of competition?

-“We have recently witnessed good news in macaroni industry. Fortunately, several industrial complexes have been added to macaroni family.

This is actually a good event and we take this opportunity to warmly welcome them on behalf of Zar Group and wish them the best from the Almighty God.

Obviously, growing attendance of productive companies equipped with up-to-date knowledge and modern productive engineering leads to booming macaroni industry of Iran.

Active, effective presence of these new-comer colleagues is advantageous to all macaroni producers. This is directly beneficial to the consumer society and people will access to a wide range of products which may satisfy their changing tastes.

People have right to use high quality, healthy products and the producers are obliged to produce such products. No doubt, exclusive production and supply of macaroni by a number of producers may not guarantee high quality in a reasonable price.

As a worker of this industry I emphasize that presence of rivals help this industry to remain fresh and survive and we in Zar Industrial Group appreciate such s great event and give them a warm welcome.”

-Despite short life of Zar Macaron and considering the fact that it is actually young, it has been able to gain a good place in the national market within 3 years such that you are recognized as the market leader. How this happened?

-“This competitive atmosphere has led the modern systems and those producers equipped with up-to-date knowledge and engineering to travel the route of development better and easier. Therefore, you see how macaroni market has promptly shifted to these products. The main portion of the Iranian market is currently in possession of full-automatic producers.

Thus, Zar Macaron has been actively present in the market. Today, by the grace of God and attempts of our colleagues in this group as well as by enjoying modern technologies and suitable, fully organic raw materials, Zar Macaron has earned over 25% of macaroni consumption per capita. As you know, according to economics, if a producer can earn at least 15% of the market share, it may be engaged in production as the “market leader”. Therefore, Zar Macaron deserves granting the title of “leader” by holding 25% of market share.”

-Zar Macaron Group has been also successful in exports. It seems this group does not just pay attention to domestic market share. Why Zar Macaron has partly focused on exports?

-“It is worth mentioning that population of Iran to the world is 1 to 99. On the other hand, there are potential opportunities for production of raw materials of macaroni in Iran. This country is one of the best places for cultivation of durum wheat. Semolina-flour produced from this wheat-is the most suitable wheat flour for producing macaroni.

Semolina is natural and organic and is very nutritious among natural products. Furthermore, there are many young experienced manpower in Iran so we are able to gain a global credit in macaroni industry relying on the qualified young and through optimal use and proper management of resources.

Zar Macaron Group focuses on exports besides making attempts to reserve domestic consumers’ right as well as supplying a high quality macaroni in domestic markets that, thank God, has been well welcomed.

Zar Macaron products are exported to approximately 100 countries. Interestingly, while emphasizing on the Iranian products, Zar Macaron products could enter the Italian market. They have been, in fact, welcomed by the country who is the origin of macaroni and people use this product to a great extent.”

-Zar Macaron has achieved the title of exemplary national exporter in macaroni industry for the first time in Iran. How have you achieved this success particularly in the Italian market?

-“Appropriate management is definitely the reason of entering the global markets and particularly the Italian macaroni market. Exports do not merely depend on fixing a price but demands social, economic, cultural, and population analysis. Such analyses shall be substantially made before supplying the product to the target market.

Although we have entered the arena of exports relying on high quality of natural organic raw materials specially semolina and using state-of-the-art technology and scientific management as well as full introduction to the taste of the target market and have introduced ourselves as one of the representatives of the Iranian industry to the global markets, we are still at the beginning of the route to success and have a long way forward to attain our goal.”