From strategy to results –THE POWER OF EXECUTION WITH AL SAFA FOODS

Canadian Western Bank

I don’t know what the whole staircase looks like, but I know the first two steps I have to take. I’m taking a leap of faith.

When Abdul Munim Sheikh left his stable corporate job to take over the company’s struggling food division, his decision was met with skepticism. One of his old bosses questioned whether he had performed thorough due diligence on the enterprise–a halal food producer and distributor based in Oakville, Ontario – and what his business strategy was. Munim’s response was simple: “I don’t know what the whole staircase looks like, but I know the first two steps I have to take. I’m taking a leap of faith.”

That leap paid off. What started as a money-losing operation broke even by the end of Al Safa’s first quarter. Today, the company has expanded into the U.S. and grown sevenfold, meeting the growing demand for halal products in North America

Recognizing Opportunity

Munim’s decision was not just based on faith; it was also driven by opportunity. In North America, a rapidly growing Muslim population struggled to find certified halal foods, and many people felt marginalized in public spaces due to their food choices.

Al Safa Foods was created to fill this gap, offering a range of halal products –from traditional dishes like biryanis and kebabs to popular Western foods such as hamburgers and chicken nuggets.

Focus on Execution

Leaving the corporate world, Munim Sheikh had a vision for Al Safa, but he knew the key to success lay in execution. His first step was to streamline the business, starting with controlling expenses by moving to a more affordable location. This attention to detail became a hallmark of Al Safa’s approach, with Munim emphasizing the importance of execution over lofty ideas.

“Strategy is important, but it doesn’t mean much unless you can implement it to the dot,” Munim explains. His hands-on leadership style focused on getting things done efficiently, believing that many businesses fail not due to lack of good ideas, but because of poor execution.

Building the Right Team

One of the key lessons Munim learned was the importance of humility as a leader. Recognizing that no one can succeed alone, he focused on assembling a team that complemented his strengths. His rule for hiring is simple: “You hire for attitude and develop the skill.” He values handson experience, a willingness to get involved at all levels, and patience for long-term results.

Overcoming Challenges

The path to success wasn’t easy. After breaking even in 2015, Al Safa faced the challenge of expanding into the U.S. market, which required adapting their model to a different consumer base. The results weren’t immediate; it wasn’t until 2018 that the new strategy began to show tangible success.

Munim reflects on the difficult years: “In the beginning, there’s excitement, but then the reality sets in. That’s when many give up.” His response? Keep pushing forward. “Even if the improvements are small, you keep moving forward,” he says. For Munim, faith and persistence were the keys to overcoming the challenges and achieving lasting success.