In 2023, Al Safa Foods was honored with the Innovative Export Strategy Inno-centre at the Alizés Awards, a recognition that validated years of persistence, vision, and bold decision-making. For CEO Abdul Munim Sheikh, this award was more than a trophy—it was personal validation that the company’s strategy was on the right track.
A Journey of Growth and Adaptation
Founded in 1999 and acquired by Abdul in 2014, Al Safa Foods had a solid reputation in Canada but faced challenges expanding south of the border. The U.S. halal market was a massive opportunity for them with seven to ten million consumers compared to Canada’s 1.5 million. Yet, no Canadian companies had managed to establish a strong foothold in the United States.
Al Safa committed to changing that. From 2016 to 2019, the company rebuilt its product portfolio to match the preferences of American consumers, adapting everything from fat content in burgers to packaging formats. At the same time, the team focused on building a robust distributor network. What started with just 10 distributors has grown to 25 today, covering 42 states.
This disciplined approach paid off: by 2021, Al Safa had become the market leader in North America’s halal category, holding an impressive 29% market share.
Turning Challenges Into Opportunities
A key driver of Al Safa’s success has been its data-driven mindset. Even a 5% fluctuation in sales triggers a deep dive into the numbers. “We want to understand every underlying factor, whether the trend is upward or downward,” Abdul emphasizes.
This commitment to insight-driven decision-making became especially valuable when the company’s resilience was tested during the COVID-19 pandemic. While many food businesses cut back on inventory and scaled down operations, Al Safa took the opposite approach. Convinced that halal food consumption would rise, they maintained full production and kept their workforce intact.
The Power of Recognition
Winning the Alizés Award gave Al Safa a new level of credibility with stakeholders across the food industry. Retailers such as Walmart, Costco, and FreshCo viewed the award as a sign of legitimacy. Employees felt a surge of pride, while institutions like banks and export agencies recognized the brand’s strength and potential.
“The award ceremony itself was motivating,” Abdul recalls. “The jury’s fairness, the process, and being recognized among other outstanding companies—it all confirmed we’re on the right path.”
A Message for Future Applicants
Abdul encourages other compagnies to consider applying for the Alizés Awards. “The process alone is worth it. It forces you to reflect on your strategy and innovation in a way that’s very rewarding. And being part of that community of high-performing companies is a privilege.”
With its bold export strategy and relentless adaptability, Al Safa Foods is not just leading in Canada and the U.S. – it is setting the standard for halal food brands across North America.
