"nglish Biscuit Manufacturers (Private) Limited is the undisputed market leader in Pakistan with an annual sales volume of 30,000 tons out of a total of 80,000 produced nationwide. It has experienced regular and steady growth in the market under the skilled and expert management of Mr. Khawar Masood Butt, Managing Director of the company.
The era of branded biscuits really started in Pakistan when EBM came onto the market and introduced branding and packaging, and thus established its name in the industry. The Peek Freans range for example, was launched in 1967.
In 1995 EBM established a new manufacturing facility in Hattar, in the NWFP province, where it started production round the clock, seven days a week.
EBM enjoys the distinction of being the first food company in Pakistan to promote biscuits as “food between meals”.
Recently, EBM has enjoyed some extremely successful re-launches of brands like Sooper, Rio, Peanut Pista, Saltish andSandwiches. These, along with Gluco, Peanut Pik, Party, Whole Wheat Slices, Click, Zeera Gold
and Marie are some of the brands which have shown tremendous response in recent times and are still rising on the growth chart.

Mr. Butt, how and when did EBM start up its partnership with Imaforni?

"In 1994 when EBM was planning to set up a new unit near Islamabad, the capital of Pakistan, research revealed that Imaforni of Italy was one of the best biscuit-manufacturing plant suppliers, with a high degree of specialization. Imaforni had facilities for continuous technological research as well as the technical team ability and focus on efficiency of operation, oven reliability, satisfying environmental concerns and safeties. Moreover, the ease of maintenance and smooth running of all accessories were
also taken into account when selecting our partner."

Did you find this first experience with Imaforni positive?

“The relationship between EBM and Imaforni was further strengthened when EBM decided to procure more Imaforni plants in the years 2000, 2003, 2004 and now in 2005. This decision
was based on EBM’s philosophy of selecting state of the art plants with very high consistency, es pecially in the baking process. EBM’s selection of Imaforni as its partner was also based on Imaforni’s ability to supply all the equipment required – production lines complete with laminator, rotary cutter, rotary moulder, wire cutter, extruder and all types of ovens (direct gas fired, cyclotherm, convection and hybrid ovens). We needed just about everything in this range of equipment."

EBM sure has long and considerable experience with Imaforni’s equipment! How do you consider their performance during installation and after sales?

"Throughout project implementation Imaforni showed great management skills. The company provided an efficient and flexible task force in terms of both project management capabilities and technical installation of the equipment. Their technical team focused on several areas including efficiency of operation, smooth running of all accessories, oven reliability and satisfying environmental considerations. In addition the issue of safety and ease of maintenance were taken into account. Imaforni’s innovative approach, reliable cooperation, excellent communications and after sales services are major factors which have influenced EBM to go for a long-term relationship with Imaforni and to procure new equipment from them year after year."