A case study of milk production and marketing by small and medium scale contract farmers of Haleeb Foods Ltd., Pakistan

Table of Contents

Aknowledgments 02

List of tables and figures 05

Executive summery 06

1. Introduction 18

1.1. World Milk Production 18

1.2. Growth in Milk Production in the developing countries 19

1.3. World Milk Production by Type of Milk 20

2. Review of literature 22

2.1. Milk Production in Pakistan 24

2.2. New Government Initiatives 24

2.2.1. SWOG 26

2.2.2. The FAO Technical Assistance 26

2.3. External Trade in Milk 27

2.4. Milk Processing and Marketing 28

2.5. Milk Prices 29

2.6. Traditional Milk Supply Chain 31

2.7. Existing Legal Framework for Milk Industry 31

2.8. Constraints to Milk Production in Pakistan 33

3. HFL – Historical Perspective 35

3.1. International Quality and Environmental Certification 36

3.2. Quality Assurance 36

3.3. Tests performed at the HFL Labs 37

3.4. The Organizational Set Up of HFL 41

3.5. Need for the Case Study 41

3.6. The Objectives of the Study 42

3.7. The Research Questions 42

3.8. Assumptions 42

3.9. Limitations 42

4. Methodology 43

5. Results and Discussion 45

5.1. Milk Collection 46

5.1.1. Self Collection 46

5.1.2. Contract Collection 47

5.2. Milk Procurement 47

5.2.1. Milk Collection Area 48

5.3. The Innovation 48

5.4. The Emergence of Innovation 49

5.5. The Implications of Change 49

5.6. The Perceptions of Small Farmers 50

5.7. FGD Topics 51

5.8. Findings and recommendations 53

6. Reference 56

7. Appendices

7.1. Appendix 1 57

7.2. Appendix 2 59

7.3. Appendix 3 60

List of Tables

Table 1: World Milk Production in 2001 21

Table 2: Year Wise Milk Production in Pakistan 25

Table 3: Processor Capacity of Various Milk Processing Companies 29

Table 4: Milk Collection Area 48

List of Figures

Figure 1: World Milk Production in 1980-2003 19

Figure 2: Projected Growth in Milk in Developing Countries by 2030 20

Figure 3: Milk Production by Region 23

Figure 4: Milk Production by Type and Region in Pakistan 24

Figure 5: Traditional Milk Supply Chain 31

Figure 6: The Organizational Set Up of HFL 41

Figure 7: Existing Milk Supply Chain 45

Box 1 : Dairy Pakistan 27

Executive summary

The livestock sector plays a vital role in the economies of many developing countries. It provides food or more specifically animal protein in human diets, income, employment and possibly foreign exchange. For low-income producers, livestock also serves as a store of wealth, provide draught power, and organic fertilizer for crop production as well as means of transport.

Milk provides relatively quick returns for small-scale livestock keepers. It is a balanced nutritious food and is a key element in household food security. Smallholders produce the vast majority of milk in developing countries where demand is expected to increase by 25% by 2025. Dairy imports to developing countries have increased in value by 43% between 1998 and 2001. Informal market traders handle over 80% of milk consumed in developing countries. Two thirds of total world milk is produced by Brazil, India, Pakistan, Poland, Russian Federation, USA, and 15 EU member states. Developing countries produced one third of total world milk production in 2000 (216 million metric tones) and it is increasing. Various animals including buffalos, cows, sheep and goats produce milk. Total world milk production is dominated by cow’s milk followed by buffalo, goat and sheep.

Pakistan is the fourth largest milk producer in the world. About a third of the total milk produced by the rural families flows out to urban consumers and processing industries. In urban areas milk is available to common consumers in two ways: loose / unprocessed milk and packed/ processed milk. Dairy companies such as Nestle and Haleeb are the main part of milk marketing structure. Haleeb Foods Limited (HFL) as local company, which developed from a small structure.

Livestock sector in Pakistan contributes almost 50 percent to the value addition in the agriculture sector, and almost 11 percent to GDP, which is higher than the contribution made by the crop sector (47.4% in agriculture and 10.3% in GDP). The role of livestock sector in the rural economy is very crucial as 30-35 million rural population of the country is engaged in this sector for its livelihood. Within the livestock sector, milk is the largest and the single most important commodity. Pakistan also has an industrial production capacity of approximately 47.5 million liters per year of ice cream.

Pakistan's dairy industry is plagued by a number of problems which include lack of commercial dairy farms, low productivity due to poor nutrition, a weak infrastructure, lack of financial facilities, and the ready availability of raw milk to a poor and uneducated population. Although Pakistan was ranked fourth among the five leading milk producing countries in the world, with an estimated 24 million animals having produced closely to 28 million tons of milk in year 2003 and over 31 million tons during 2005-06 as the 5th largest producer of milk in the world, its yield per animal is only one-fifth of that of Western Europe.

Government, after ignoring the dairy sector has taken cognizance if the importance of the dairy sector and embarked upon a number of initiatives to boost the dairy sector. Under the new programmes, Pakistan government has created National Dairy Development Board (NDDB) and Livestock & Dairy Development Board (LDDB). Following are some of such initiatives.

During the years 2002-2005 milk and milk products worth US $ 10.167 million were exported from Pakistan. Pakistan imports dry/powered milk from Eastern Europe, and Centrally Independent States (CIS).

Large dairy shops also produce Desi ghee and butter. Processing plants have also introduced a number of dairy products like yogurt, drinking yogurt, flavored milk, cream, butter, ghee, cheese, ice cream etc. The quantities sold however are small except for yogurt & butter. Industrial processing units in addition to the traditional traders of sweetmeats, milk, yogurt, ghee and other dairy products have been set-up. Most of processing capacity is concentrated near larger markets and away from potential sources of milk. More than 53 modern milk processing facilities were established before 1974. By 1974 less than half were operating and after the introduction of the first UHT, long-life milk plant came into operation.

The average farm gate price of milk is Rs 10 per liter. It varies from Rs 8 to Rs 16 per liter. Variation of farm gate price is not linked to the quality of the milk. It is rather determined by two factors. One is the financial arrangement between the buyer and seller. The second factor is the geographical location. In areas where livestock rearing is difficult due to very hot weather or scarcity of fodder like in Rawalpindi, farmers get a better price for their milk. But when the price of the fodder is taken into account, the net income of these farmers is not significantly higher than the income of farmers from other areas of Punjab. Currently, there are no policies to regulate milk prices at the farm level. The middlemen, contractors, Gawalas (local milk collection, transportation, and distribution people) processors, processed unpacked milk, loose milk, and processed milk are the segments of the dairy value chain. The processed packed milk costs Rs. 35 per liter where as the loose milk costs Rs 24 per liter.

Around a third of the total milk produced by the rural families flows out to urban consumers and processing industries. More than half of the milk collected by urban traders and processing industries comes from small herd families. The family's decision to sell milk and the amount to sell is clearly poverty driven. Small farmers sell milk only because they have no other source of cash income. Milk in urban areas is accessible to common consumers in two ways: loose, unprocessed milk and packed, processed milk. Each has its own price regime.

The unprocessed milk passes through the middle persons before it reaches the urban retailer. The price of milk increases by one rupee per liter at every stage of sale. The 'Dodhees (Gawalas)’ generally have undocumented contracts with farmers for regular milk supply. They pay farmers an average price of Rs. 10.74 per kg. Some 'dodhees' have milk storage and chilling system and transport system. Transportation generally costs Rs.0.50 to Rs.1.0 per liter. 'Dodhees' make one rupee per liter.

The urban retailers deliver milk door to door, by motorbike or sell it in a shop to consumers. Consumers pay between Rs.18 to Rs.28 per liter depending on the fat content of the unprocessed milk.

Farmers are forced to sell milk for cash income. But the market forces operating in a totally unregulated environment are exploiting the poor farmers by offering low prices for their produce. There is also no restriction on the quantity of milk that a company can collect from an area.

Pure Food Rules of 1965, Cantonment Pure Food Rules of 1967 (for military areas), and parts of the Pakistan Penal Code of 1860 are applicable to the dairy industry along with the other food items. Legislative and regulatory measures that affect the milk market in Pakistan are dictated primarily by the salient features of laws that govern the milk industry.

The dairy industry of Pakistan is constrained due to a number of factors that include low genetic potential of animals, animal health, improper feeding and housing for animals, transportation and quality of milk. Lack of commercial dairy farms is also a limiting factor the dairy sector in Pakistan. The current process of collecting milk from a large number of subsistence farmers is time-consuming, costly and prone to adulteration.

Haleeb Foods Ltd. (HFL) continues to be at the forefront of product and packaging innovation. It has achieved market leadership in several food categories with a very strong portfolio, consisting of leading national and international brands. It has also introduced a number of unique products, like Haleeb milk, delicious traditional lassi (buttermilk) prepared with pure thick milk and yogurt. All this, makes HFL a number one and fastest growing packed Food Company. As reported by the company, its annual turnover was Rs. 7.2 billion during 2005. Initially, the name of HFL was Chaudhry Dairies Limited (CDL). During 1980s, when various dairy industries took a boost in Pakistan, CDL came to into existence in 1984 as a small production unit. The milk processing plant was installed at Bhai Pheru, District Kasur in 1985. It started its trials and the commercial production started on May 21, 1986. HFL has acquired various international quality and environment certifications that include ISO 9001-2000, HACCP, and ISO 14001 (EMC).

HFL has a strict and stringent quality policy regarding intake of raw milk. At every PHE rigorous quality tests are conducted to ensure that only fresh milk of the highest quality is accepted at the plant premises. The internationally recognized tests are used to check for a) adulteration, b) microbiological contamination and c) adequacy of nutritional contents.

Since social science deals with human behaviour, which by its nature is unpredictable, there is no research method that would meet all purposes. However, the controversy over the use of various techniques has been valuable, as it has sensitized social scientists regarding the limitations of the information they collect, particularly if great care is not exercised in the process. This controversy compels researchers to use more than one kind of data gathering techniques and that is the approach used in the present study where both semi-structured and structured questions and other instruments such as observation based field journals for field reports, case studies and focus group discussions were employed to capture the nature of innovation.

As mentioned above, this study uses the qualitative research techniques. A team of three researchers was trained about the qualitative data gathering techniques and was supervised by a senior researcher, who gave backstopping support. Key informants were identified in several scoping visits and were interviewed in the ensuing visits. Observations at milk collection centres, and milk quality testing labs were also conducted. Field data were collected from Pakpur Zone and the Main Plant Site Chenab nagar, Kasur. Stakeholders such as Mini-contactors, VMCC agents, small-scale dairy farmers, and the zonal staff of the HFL were interviewed.

There are two types of milk collection systems adopted by HFL namely self-collection and contract collection. Self-collection system is one in which HFL purchases and preserves raw milk that meets its quality standards through their staff members and delivers at PHE is known as self-collection. It includes collection through Village Milk Collection Centre (VMCC), direct collection from farers and collection from progressive farmers. Mini and sub contractor are also employed to collect milk. Manager Milk Procurement (MMP) Plant is responsible for all the milk procurement in the milk area. Milk collection area, which consists of mainly the provinces of Punjab and Sindh is divided into four regions headed by an MMP (Region).

The main characteristic of the marketing innovation of HFL was the exclusion of big milk contractors from the supply chain in the late 1990s. The big contractors were used to blackmail the company on one hand the small-scale milk producers on the other. It was reported in the field survey that the company had to face crises due to this blackmailing behavior of the big contractors. Therefore, the company decided to exclude the big contractors and started a policy of self-milk collection. This strategy saved the company from crises by ensuring sustainable involvement of small milk producers in the market chain.

Another characteristic of the market innovation of HFL is the selection of VMCC agents from among small-scale milk producers. The agent provides loan to the small producers free of interests whenever they are in need of money. This loan is provided against the personal guarantee that the producer will keep milk supply to the agent in sustainable manner.

The innovation emerged over time as already mentioned under the sub-title “Historical Perspective”. The company was established in 1984. It changed its name from Chaudhry Dairies Limited (CDL) to Haleeb Food Limited in 1994 when it developed its total quality system. The bottling plant was installed during 1998-99. During the same time the company decided to exclude big contractors from the milk supply chain, as they had become threat to the survival of the company and sustained inclusion of the small dairy farmers. Company established the Hazard Analysis Critical Control Point (HACCP) in June 2003. HACCP is a science-based approach for identification, assessment, and control of food safety hazards. It a very effective tool to prevent the occurrence of food borne diseases and to avoid consumer injuries and illness linked to consumption of product. This approach identifies all types of hazards related to food. The company received ISO 910-2000 certification in March 2003 and ISO 14001 in 2004. It can be calculated that the system of establishing the quality of processed milk evolved over time from 1994 to 2004.

As the marketing innovation evolved over time it lead to improvement of milk testing, increased its staff, and developed a sense of competition and financial gain. At farm and village level the technology, which developed, was the milk testing units available with the agents. No other specific technological change was observed during the field survey.

The changes in technology such as establishment of milk testing units (Fat %) at agent’s level lead to reduction of adulteration in the milk by the producers/suppliers. Ultimately, the small holders developed confidence in the system as a sustained milk supply to the agents. The micro credit system developed informally, by the agents themselves, forced small holders to remain in the system. It has some negative points also.

The form of inclusion of small holders found in the system was “Chain segment” meaning thereby that the role of milk producers was primarily the milk production. There was no formal participation in post-farm activities. However, there were some informal activities such as informal interactions between the producers and HFL staff regarding training/guidance/information. The milk producers were not participating in the management of the supply chain.

The evolutions of the supply chain lead to the sustained inclusion of small farmers. The establishment of quality standards ensured better marketing of the processed milk. The small holders had no problem of selling milk especially in winter season when enough milk is produced. They are now safe from the blackmailing of the big contractors who paid less money per unit milk. The major attribute that explains the inclusions of small holders is the price that they receive from the VMCC agents. The HFL agent (VMCC agent) pays at least Rs 0.50/liter more than the price agents/staff of other milk processing companies’ pay to small-scale dairy farmers.

Inclusion, if viewed from the point of view of any backward or forward linkages, is not very appreciable. Company does not provide any technical or other assistance to the farmers, especially the small farmers. This has serious limiting affect on the growth of small farmers, as it seems that they will continue to remain small subsistence farmers and would not have any chances or upward growth in the chain. They might even be excluded as the concept of VMCC is problematic. Since VMCC agent is not on the company’s payroll, he is another intermediary who is content with his commission and tries to meet his collection targets. On the face value, the VMCC agents only get Paisas 0.50 to 0.75 per litre on the milk collected. But since the farmers are not in direct contact with the company, they might get cheated in terms of the price of milk that they sell to the VMCC agents.

FGD revealed that since Haleeb was not a good paymaster, some of the Haleeb officials were compelled to compromise on quality. Although, company officials unanimously reported that they were very strict about the quality and employed state of the art technology to ensure quality of the milk procured from various channels.

Company officials told that quality and regular supply were the sole criterion for selecting suppliers. VMCC agents ensured quality on the behalf of company and again the milk procured by each VMCC had to pass quality checks at PHE. Company gave advance payment to VMCC agents and mini contractors were also given advance payment, which was settled through the milk supplied. The VMCC agents had their own payment arrangements with the farmers. Sometimes, farmers too were given advance payment and in other cases, VMCC agents paid farmers after a fortnight.

The nature of contract at various levels was also probed and it was found that there was no formal written contract at any level. In case of breach of contract by any party, the conflict was resolved through traditional arbitration methods. Company maintained a list of suppliers and continuously monitored their behaviour and if somebody was found indulging in adulteration or any other type of cheating repeatedly, the contract was cancelled and in some cases, payment too was withheld. There were daily targets of milk collection agreed upon between the company and the suppliers and these targets were somewhat flexible on daily basis. The company officials reported that they had to meet monthly collection targets that gave way for flexibility of targets on daily basis.

It was reported during the FGDs that there was no technical assistance from the company to farmers. The only technical assistance that was provided by the company was to the VMCC agents regarding the quality of milk. The company officials reported that now the company was planning to hire veterinary graduates at the zonal offices and these new officials would be able to assist farmers regarding the health of animals and other related issues. No other assistance was extended to the farmers in terms of credit supply to buy inputs or any other assistance to improve soil to grow fodder.

The respondents, when probed about the presences of farmers’ organizations like milk producers association, formally or informally, reported non-existence of any such organization. This was a serious issue and due to the absence of any such association, the farmers were not able to bargain collectively with the HFL or any other company procuring milk from their area.

Dairy farmers are not currently organized under a formal association. The Farmers Association of Pakistan (FAP) represents all farmers, but with focus on cotton farming. Across most other major dairy producing countries, dairy farmers are organized into their own associations. These organizations support farmer training, management, enable investment in infrastructure and support services. Research and quality related support services are more effective in their impact if farmers organize themselves and provide a platform.

The purpose of the study was to generate policy relevant research and to identify innovative marketing practice of HFL. The research questions revolved around the themes of characteristics of the innovation, emergence of innovation over time and how did its evolution lead to inclusion/exclusion of small-scale farmers.

The topics that came under discussion were the market channel choices available to small farmers, the return on their produce, backward forward linkages, if any and quality issues in milk collection. The author found that there was no evidence of backward/forward linkages. The main issues for small farmers were the increasing cost of milk production, animal health and feed, and marketing information.

It was found that even though milk production systems prevailing in Pakistan were plagued by lower milk yields, they offered immense potential for growth. Changes in animal management and animal feeding practices, especially by small dairy farmers, could be instrumental in raising milk yields. Sustained efforts on the part of government and private sector are needed to improve their animal stocks, management practices, and production technologies. Because most dairying households belong to subsistence or near subsistence category, they have high stakes in dairy production because dairy income often supplements farming or labor income. Therefore, attempts to enhance production of smallholder dairying not only are important for raising milk yield in the country; they could also become an effective tool of raising incomes of impoverished rural households. Successful interventions in this type of dairy farms could be the key for alleviating poverty in rural areas.

Our analysis shows that milk yields in Pakistan are very low, and even simple management of feed can increase yield substantially. Interventions are needed to harness the immense potential of this important livestock sector, keeping in view its contribution to GDP.

Knowledge enhancement of farmers regarding better feed management, which could be done by involving the private sector companies engaged in milk processing and provincial livestock departments that can provide training and extension services to dairy farmers.

Development of feed industry to produce better quality animal feed at affordable prices. There is a serious shortage of high quality feed including nutrients and additives, especially in rural areas. Public-private partnership to encourage the development of a modern feed industry is highly recommended.

Our analysis shows the animal stock of Pakistan is of poor quality. Although, better feed will increase yield somewhat, better stock of animals needs would render the dairy sector commercially viable. Artificial insemination facilities should be made cheaper enough to make them affordable for small farmers. Government could provide easy credit for better quality livestock.

Dairy industry, in general is constrained due to low productivity, seasonality in milk supply, fragmented distribution system, lack of mechanization, automation and refrigeration, and unhygienic handling, leading to poor quality milk, well-below international standards.

Private companies engaged in milk collection and procession could help farmers in upgrading supply chains by facilitating investment in chilling tanks for purchase and collection of milk, which will give farmers a guaranteed sale for quality milk, improve the quality of feed to ensure better quality of milk in the form of advances tied to procurement of better feed, demonstrate the health and safety problems associated with poor quality milk that will increase the potential sale of processed milk and milk products.

Government could improve and enforce existing food safety standards in line with international standards, provide practical training to farmers on modern farming practices, raise capacity of training institutions to provide required training and qualifications and investigate modern technologies, systems, and underlying seasonal economics of dairy production to better inform investment decisions and correct market distortions.

1. Introduction

The livestock sector plays a vital role in the economies of many developing countries. It provides food or more specifically animal protein in human diets, income, employment and possibly foreign exchange. For low income producers, livestock also serves as a store of wealth, provide draught power, and organic fertilizer for crop production as well as means of transport. Consumption of livestock products in the developing countries, though starting from a low base, is growing rapidly.

1.1. World milk production

Two thirds of total world milk is produced by Brazil, India, Pakistan, Poland, Russian Federation, USA, and 15 EU member states. Figure 1 shows Pakistan’s share in the total production of the world according to which, Pakistan in the fourth largest milk producer in the world.

Figure 1: World milk production

1.2. Growth in milk production in the developing countries

In the previous table, we have seen the total world milk production, which was 600 million metric tonnes. Developing countries produced one third of total world milk production in 2000 (216 million metric tones) and it is increasing. According to FAO estimates, it is projected to reach 475 million metric tonnes in year 2030. Figure 2 gives projected estimates of growth of milk in developing countries.

Figure 2: Projected growth in milk production in developing countries by 2030

1.3. World milk production by type of milk

Various animals including buffalos, cows, sheep and goats produce milk. Total world milk production is dominated by cow’s milk followed by buffalo, goat and sheep. According to FAO estimates, out of the total milk production in 2001, cow’s milk accounted for 84.6% of the total world milk production followed by buffalo milk (11.8%,), goat milk (2.1)% and sheep milk (1.3%). Table 1 gives details of world milk production by animal categories.

Table 1: World milk production in 2001

	Thousand million litres	As a percentage
Cow milk	494.6	84.6%
Buffalo milk	69.1	11.8%
Goat milk	12.5	2.1%
Sheep milk	7.8	1.3%
Other	1.3	0.2%
Total	585.3	100

Source: F.I.L. - F.A.O.- U.S.D.A.[2]

2. Review of Literature

There is a dearth of research and documentation regarding the dairy sector in Pakistan. No serious effort has been made to understand dynamics of this important sector. Its importance could be judged from the fact that in terms of market value, its contribution to Gross Domestic Product (GDP) surpasses all the major crops. Burki et al (2005), Abedullah and Sabir (2005), Lohano & Soomro (2006) and Garcia et al (2003) are some of the notable studies that look at various aspects of dairy sector in Pakistan in systematic fashion.

Burki et al (2005) provide a preliminary assessment of the state of Pakistan’s dairy, explore the sector’s potential in making impact on the dairy economy, and recommend areas where more detailed research work is needed. Future projections were made using the Autoregressive Integrated Moving Average (ARIMA) model. The study forecasted fresh milk to grow up to 37670 million metric tones and that of Ultra Heat Treated (UHT) milk to increase by 754 million metric tones by 2009-10. They found that even though milk production systems prevailing in Pakistan are plagued by lower milk yields, they offer immense potential for growth in the short to long run. Changes in animal management and animal feeding practices, especially by small dairy farmers, can be instrumental in raising milk yields in the short run. They are of opinion that attempts to enhance production of smallholder dairying not only are important for raising milk yield in the country; they could also become an effective tool of raising incomes of impoverished rural households. Further research on production structure in dairying, according to the authors, could enable to understand the structural changes needed in this sector.

Lohano and Soomro (2006) using historical time series data employed Random Walk Model with drift trend-stationary autoregressive model forecasted the annual milk production to grow at 4.17% per annum. Their results indicate that the shocks to production in a year have permanent effect on the level of future production.

Abedullah and Sabir (2005) look at the competitiveness and efficiency of milk production in the Central Punjab and find that small farmers hold about 38 percent of the total strength of milch animals. Small holders having less than or equal to 12.5 acres of land possess more than 73 percent of milch animals. The authors find that in general, social profits are higher than private profit. They also find that technical inefficiency of milk and livestock production is highest in the district of Jhang, followed by Faisalabad and T.T. Singh is technically is the most efficient among three districts of central Punjab and in district Jhang technical inefficiency is main source of variation in total income (income from milk production + income from inventory sale). They recommend extension department to play a central role to guide the farmers to solve livestock production related problems and they also recommend government to take steps to improve the marketing system.

Figure 3: Milk production by region in Pakistan

Figure 4: Milk production by type and region in Pakistan

Garcia et al (2003) assess the economics of dairy farming in Pakistan and gauge the prospects for improving the dairy income for small-scale producers. They calculate cost of dairying at the farm and household level and conclude that a dairy marketing system that caters for the need of small-scale producers would send a strong positive signal for the latter to mobilize their resources and develop their operations.

2.1 Milk production in Pakistan

Pakistan is the fourth largest milk producer in the world. About a third of the total milk produced by the rural families flows out to urban consumers and processing industries. In urban areas milk is available to common consumers in two ways: loose / unprocessed milk and packed/ processed milk.[3] Dairy companies such as Nestle and Haleeb are the main part of milk marketing structure. Haleeb Foods Limited (HFL) as local company, which developed from a small structure.

Livestock sector in Pakistan contributes almost 50 percent to the value addition in the agriculture sector, and almost 11 percent to GDP, which is higher than the contribution made by the crop sector (47.4% in agriculture and 10.3% in GDP). The role of livestock sector in the rural economy is very crucial as 30-35 million rural population of the country is engaged in this sector for its livelihood. Within the livestock sector, milk is the largest and the single most important commodity.[4] Pakistan also has an industrial production capacity of approximately 47.5 million liters per year of ice cream.

Table 2. Year wise milk production in Pakistan

Fiscal Year	Milk Production (000) tonnes	Fiscal Year	Milk Production (000) tonnes
1990-91	15,481	1998-99	24,876
1991-92	16,280	1999-2000	25,566
1992-93	17,127	2000-01	26,284
1993-94	18,006	2001-02	27,031
1994-95	18,986	2002-03	27,811
1995-96	22,970	2003-04	28,624
1996-97	23,580	2004-05	29,438
1997-98	24,215	2005-06	31,294

Source: Pakistan Economic Survey 2005-06

It is clear from the data presented in Table 2 that the milk production in Pakistan almost doubled during the last sixteen years where as the population increased from 112.11 million to 153.96 million during this period. About 55% of the milk produced is consumed in rural areas. Farms are small, and most farmers own an average of 2 to 3 animals. The lack of an efficient collection system, refrigeration, and transportation facilities results in wastage. However, milk processing companies are trying to establish infrastructure at local level to ameliorate the situation.

2.2. New government initiatives

2.2.1. Strategy Working Group (SWOG) and Dairy Pakistan Company[6]

The Ministry of Industries, Production & Special Initiatives had established a Strategy Working Group (SWOG) on dairy to chalk out a strategy and suggest institutional arrangements for promoting dairy sector in the country. The SWOG recommended the establishment of Dairy Pakistan Company on the lines and model of Dairy Australia. The Prime Minister has approved the establishment of Dairy Pakistan for bringing about a White Revolution in the country.

2.2.2. The FAO Technical Assistance for Up-scaling Dairy Development in Pakistan

In April 2005, The Ministry of Food, Agriculture and Livestock (MINFAL) signed three Technical Assistance Projects Agreements with the Food and Agriculture Organization (FAO) of the United Nations. The total value of these TAs is US$ 1.99 million (Rs. 117 Million). The FAO will provide assistance to the MINFAL under its technical cooperation programme (TCP) for Up-scaling Dairy Development in Pakistan and this TA is worth US$ 354,000. The "Assistance in Up-scaling Dairy Development in Pakistan" is intended to boost livestock and dairy sub-sector for safe and affordable milk and dairy products to consumers.

This project is to support MINFAL's strategies to transform subsistence agriculture into value-added agriculture through agro-processing and agri-business enterprises by small-scale, resource-poor farmers and livestock smallholders. As part of MINFAL's pro-poor agricultural strategies and poverty reduction programs, this project will assist the National Dairy Development Board to promote private-public partnerships, improved milk collection and marketing by up-scaling successful models such as HALLA, and processing of milk to products of consumer demands, such as cheese, yogurt, butter, etc.[7] It will prepare a "Roadmap" for adoption of improved food safety standards for milk/dairy products.

Box 1: Dairy Pakistan

Dairy Pakistan is a Public-Private sector joint initiative to bring about structural long term change in the dairy industry in Pakistan. With a vision to turn Pakistan into one of the top five dairy manufacturing countries in the world, Dairy Pakistan is embarking on a phased plan targeting all the key players in the dairy sector. Dairy Pakistan is chartered to coordinate, manage and facilitate all initiatives leading to the development of the dairy sector in the country.

Dairy Pakistan is a company set up under section 42 of the Companies Ordinance, 1984 and was incorporated as Pakistan Dairy Development Company on the 9th September 2005. The establishment of Dairy Pakistan is a result of recommendations made by the Dairy SWOG (Strategic Working Group). SWOG is a body representing the major players and stakeholders in the dairy chain, including farmers, processors, marketers and the government. The project is being funded partly by the private sector and primarily by the Government of Pakistan.

Dairy Pakistan had its first board meeting on the 30th of September 2005. Faisal Farooq, Chairman of the Dairy SWOG was elected as the chairman of the board. The first board meeting discussed the work plan; the budget for the first year and a schedule for release of GOP funding; the appointment of Tony Christiansen as interim CEO, the role of the SWOG as a “Group of Experts / Think Tank” for Dairy Pakistan and its board, and started the process of forming board committees. The SWOG core groups have continued to meet on each major pilot project and initiative and will work with Tony Christiansen and the professional staff that DP will hire.

Source: http://www.dairypakistan.com/pdsector.html

2.3. External trade in milk

During the years 2002-2005 milk and milk products worth US $ 10.167 million were exported from Pakistan. During this period 162,278,4 liters milk worth $ 837,182 was exported to Afghanistan, Uzbekistan and Tajikistan. Condensed milk weighing 540 kg of US $ 13,097 was exported to Afghanistan, Uzbekistan and Tajikistan. Milk toffee and milk cereals weighing around 359,184 kg of US $ 281,476,2 were exported to Saudi Arabia, Dubai, Afghanistan, Uzbekistan and Tajikistan. Milk cream and milk powder of US $ 391,243,8 were exported to Afghanistan, Tajikistan and Uzbekistan. Fresh sweets, biscuits and chocolates of US $ 260,056,4 were exported to Saudi Arabia, Dubai, and Switzerland (Bosan, 2006).

Pakistan imports dry/powered milk from Eastern Europe, and Centrally Independent States (CIS). Imports of skimmed milk powder range between 5 to 10% of the total imports of milk powder. In 1998-99, Pakistan imported 7,000 metric tons of milk powder, costing US$ 16.5 million that year. Current trade estimates of milk powder imports are 12,000 metric tons, mostly from Eastern Europe and New Zealand, whereas annual consumption is 22,000 to 23,000 MT. The share of imported milk powder in the domestic market for liquid and dried milk does not exceed two percent.

2.4. Milk processing and marketing

In Pakistan only 3-4% of the total milk is processed and marketed through formal channels whereas the remaining 97% of the milk reaches end users for immediate consumption through an extensive, multi-layered distribution system of middlemen. However the processed milk consumption is growing at the rate of 20% per year. Pasteurized and UHT milk in tetra packs are very popular products (PISDA-USAID, 2006). Most milk shops and bakeries across Pakistan manufacture and sell traditional dairy products like Dahi (Yogurt) and Khoya (Condensed milk sweet).

Table 3. Processor capacity of various milk processing companies

Processors	Capacity (Million liters)	Capacity utilization		Average monthly
Processors	Capacity (Million liters)	Flush	Lean	Average monthly
Nestle	1.3	1.3	0.78	1.04
HFL	0.9	0.9	0.54	0.72
Millac	0.3	0.3	0.18	0.24
Vita	0.05	0.03	0.018	0.024
Halla	0.15	0.15	0.09	0.12
Prime	0.1	0.1	0.06	0.08
Nurpur	0.15	0.15	0.09	0.12
Nirala	1	0.1	0.06	0.08
Dairy Crest	0.15	0.15	0.09	0.12
*Engro	0.35	0	0	0
K & K	.04	0	0	0
Butt Dairies	0.04	0.06	0.036	0.048
Munno Dairies	0.06	0.02	0.012	0.016
Khi Dairies	0.1	0	0	0
Military Dairy Farms	0.18	0.18	0.105	0.144
Total	5.21	3.44	2.064	2.752

Source: SWOG Estimates

*Planned

2.5. Milk price

As a result of a complex collection and distribution system, the current milk quality in Pakistan is below international standards. The average farm gate price of milk is Rs 10 per liter. It varies from Rs 8 to Rs 16 per liter depending upon the season.[8] Variation of farm gate price is not linked to the quality of the milk. It is rather determined by two factors. One is the financial arrangement between the buyer and seller. The second factor is the geographical location. In areas where livestock rearing is difficult due to very hot weather or scarcity of fodder like in Rawalpindi, farmers get a better price for their milk. But when the price of the fodder is taken into account, the net income of these farmers is not significantly higher than the income of farmers from other areas of Punjab. Currently, there are no policies to regulate milk prices at the farm level. The middlemen, contractors, Gawalas (local milk collection, transportation, and distribution people) processors, processed unpacked milk, loose milk, and processed milk are the segments of the dairy value chain. The processed packed milk costs Rs. 44 per liter where as the loose milk costs Rs 24 per liter.

Table 4. Market shares and prices for milk types[9]

Processed/Raw	Type of Milk	Market Share in Volume	Sale/Price Rs./Litre
Processed Milk	UHT Tetra Pack	4.98%	32
	UHT Poly Pack	0.02%	22
	Open pasteurized milk sold at milk shops	3.76%	14-15
	Pasteurized pouch	0.24%	20
Raw/Unprocessed Milk	Open milk sold at milk shops	0.98%	18
	Open gawala milk	90%	12-14
	Direct to home	0.02%	15-18

Source: “Pre-feasibility Study: Milk Pasteurizing Unit”, Small and Medium Enterprise Development Authority, SMEDA, April 2002

The urban retailers deliver milk door to door, by motorbike or sell it in a shop to consumers. Consumers pay between Rs.18 to Rs.28 per liter depending on the fat content of the unprocessed milk.

It was reported in the local press that the retailers of milk in Karachi city willfully increased the price of milk by Rs2.00/kg, and it was being sold at a new price of Rs.30/kg instead of Rs 28.[10] This rate was enhanced last year while the city government official's rate was fixed at Rs22/kg. During March 2005 the former city Nazim imposed section 144 Cr. PC to ban overcharging of milk but this was maintained only for a month.[11] Thereafter no other action was taken against these profiteers. The dwellers of Karachi city were compelled to purchase milk at higher rates. The milk retailers’ plea was that this increase in prices was due to the extra cost in the price of fodder, shortage of cattle, fuel charges etc.

Dairy companies are also part of the marketing structure. Small local companies have milk supply contracts with 'dodhees'. They have milk storage, chilling and pasteurization facilities and have network of milk shops in the cities.

Margins

As mentioned earlier, the HFL were paying Rs. 18 per litre to the farmers in the areas where survey was conducted. The commission agent who collects milk on the behalf of the HFL was paid Rs. 1 per litre. The company packed UHT milk is being sold in the market at Rs. 44 per litre. Now the differential paid by the consumer as compared to what accrues to farmers is Rs. 26. Not all of this goes to the HFL. According to what was gathered from the discussions with the field staff of the company was that the company was paying Rs. 1 per litre to the collection agents and Rs. 7 per Km for transportation from the collection centre to PHE to a Hilux Van owner and Rs. 11 to Mazda Van owner which has comparatively more capacity that a Hilux Van. The HFL officials also told that the company was paying Rs. 16 per Km to big vehicle owners to transport milk from PHE to the processing plant as transportation cost. Since the company officials were not forthcoming on the cost issues, it could not be gauged as to how much cost was incurred by company on packaging.

There are no price controls and this has happened in the wake of delinking of magistracy system after the introduction of local government system under the devolution plan. Companies are given free hand in charging enormously high prices for processed milk. They procure milk at 6.5% fat content and supply milk to the consumers at 3.5% fat content. Moreover, the companies also produce different by products by way of which they earn extra profits.

High concentration of economic power in the late 1960 required a competition regime in Pakistan and eventually the central government enacted an Anti-Monopoly and Restrictive Trade Practices Law in 1970. This is called “the Monopolies and Restrictive Trade Practices (Control and Prevention) Law and an institution in the name of Monopoly Control Authority (MCA) was formed. The broad objectives of the law are to provide measures against undue concentration of individual economic power, monopoly power and restrictive trade practices. The law spells out the situations, which shall be deemed to constitute undue concentration of economic power, unreasonable monopoly power and unreasonably restrictive trade practices. The law prohibits these clearly defined situations and collects information through the process of registration about these and other circumstances, which are likely to lead to such situations. In the case of milk, the MCA has not yet taken cognizance of the high price differential between the fresh and processed milk.

Looking at the procurement prices paid by different companies to farmers, it seems that the companies have made a sort of a cartel by way of which they are exploiting the poor farmers and depriving them of gainful return on their produce. This is the task of the MCA to look into it as the MCA is mandated to take suo moto action if they smell some sort of collusion on the part of the companies.

2.6. Traditional milk supply chain

Figure 5: Traditional milk supply chain

Source: Author’s own description

2.7. Existing legal framework for milk industry

• All vessels containing any kind of milk intended for sale, distribution or storage must be

labeled appropriately and visibly. In particular, metallic vessels (which are the means by which gawallas transport and deliver milk) must have a clear and distinct label attached to the vessel.[12]

• Imperfect enameling, imperfectly tinned vessels are illegal, as is the use of vessels that are at any time during the supply chain exposed to hazardous conditions, liquid or gaseous.[13]

• Milk from animals with any sort of disease is unlawful, as is milk drawn from animals within 30 days prior to or ten days after parturition.[14]

• Any person with infectious or contagious diseases is disallowed from milking animals, working at a dairy farm, handling milk during transportation, or handling any vessel meant to be used for the storage or transport of milk.[15]

• Pasteurization parameters, including a minimum heating of 143 degrees Fahrenheit for at least 15 seconds, and immediate cooling to 4 degrees Fahrenheit. In addition, a ceiling on the coliform count of 10 per ml.[16]

• Sterilization parameters, including heating to 212 degrees Fahrenheit, passing of the Turbidity Test, and preparation under air-tight conditions.[17]

• Detailed lists of equipment and processes required for approval by the government to operate milk processing plants.[18]

• The prohibition of using, or keeping at a retail premises any items that can be used to adulterate milk, including skimmed and condensed milk.[19]

• Provisions and process for executing the Turbidity Test by government functionaries on milk.[20]

• Definitions of milk, and milk products.[21]

The issue of adulteration of food and drinks is dealt with in Sections 272 and 273 of the Pakistan Penal Code. The prescribed penalty for food adulteration is six months in prison, and/or one thousand rupees fine. Interestingly however, case law and legal interpretations of these sections of the penal code indicate that adulteration that does not lead to harmful effects is not purvey to these sections. In addition, the mixing of water with milk does not constitute adulteration, and the explicit will to adulterate food must be inherent in the act for it to constitute a violation of the law. In most cases milk adulteration in Pakistan does make the milk harmful and unfit for consumption, however the likelihood of proving beyond reasonable doubt that the will to harm consumers is inherent in the act of milk adulteration is remote, by any account.

2.8. Constraints to milk production in Pakistan

1. Low genetic potential animals

Low genetic potential of local breeds of animals is one of the major constraints in increasing milk productivity. Establishment of medium to large commercial dairy farms is hindered due to this constraint. No fruitful effort has been made to improve the breeding of cows and buffaloes towards being more efficient milk producing animals. Even the purity of local breeds has been endangered through indiscriminate, unplanned cross breeding.

2. Improper feed

A large number of animals are grazed on marginal lands. Stall-feeding includes large amounts of wheat straw that has little nutritional value. Concentrate of feed use is very limited. Affordability of cattle feed is an important issue.[22] Dirty, non-potable and limited water is offered to the heat stressed animals thereby radically affecting their productivity. Milk yield per lactation is much lower than that in many other countries.

The efficient feed resources are a key to livestock improvement. The provision of feeding stuffs of adequate nutritional quality is the most limiting factor in increasing livestock production in the developing countries. Younas and Yaqoob (2005) review the extent of feed resources available and their potential in meeting the animal needs and maintaining their health status. They dealt with the different aspects of fodder crops, concentrate feeding, range resources, non-conventional feed resources, and nutrient requirements of farm animals.

3. Housing

Animal housing is a low priority area for the farmers. A large number of farmers cannot afford any housing for their animals, which are left out in the weather, especially in the heat.

4. Animal health

Lack of manure management and dirty water are the major sources of diseases and infections in the animals. The Livestock Department is responsible for disease prevention and cure of the animals. There is an acute shortage of funds in the government for dealing with such diseases, which ultimately lead to decreased animal productivity.
3. Haleeb Foods Limited- Historical Perspectives

Haleeb Foods has segmented its product portfolio in three leading brands including Haleeb, Candia and Tropico. Haleeb has progressively diversified from UHT milk to other product categories as well. These product line extensions include Haleeb Butter, Haleeb Yoghurt, Haleeb Cream, Haleeb Labban (Drinking Yoghurt), Haleeb Asli Desi Ghee (Butter Oil), Haleeb Funday Juice Drink, Haleeb Skimz (Skimmed Milk), Haleeb N’rish Full Cream Powder Milk and Haleeb Good Day Pure Juices.

Haleeb Foods is having a franchise agreement with Cedillac France, and launched Candia Double Sterilized Milk in bottle format in April 1999. Candia is also available in Candia Classic variant which is positioned for tea. Another recent initiative is Candia Candy Up, which is flavoured milk for children. It also got affiliation with CCF, Holland during 1989-90 for the production of low fat milk product. The affiliation ended in 1991. During the year 1994, the name of the company was changed as Haleeb Foods Limited.

Haleeb Foods has one of the largest nation-wide distribution networks delivering high quality products, even in the remote areas of Pakistan. With a network of +1100 distributors, the company ensures that product range is available in all the urban and semi urban areas of Pakistan.

3.1. International quality and environment certification

It has received following quality certifications:

a. ISO 9001-2000

ISO 9001-2000 is a series of standards, which are published by the International Organization for Standardization to meet the growing needs for international standardization in the quality arena. This certification was achieved in March 2003.

b. HACCP

HACCP stands for Hazard Analysis Critical Control Point. It is systematic and science based approach for identification, assessment and control of food safety hazards. From [practical point of view it is most effective tool to prevent the occurrence of food borne diseases and to avoid consumer injuries and illnesses linked to consumption of product. HACCP identifies all types of hazards related to food. The company achieved this certification in the June 2003.

c. ISO 14001 (EMC)

A standard used to develop, implement and maintain a system with the help of environment policy and documented procedures and records for the betterment of the environment in which organization exists by compiling the applicable environment and other regulatory requirements. In August 2004, HFL was recommended for this certification.

3.2. Quality assurance

Sampling of Raw Milk

Ice is removed from tanker and the milk is thoroughly mixed with the plunger for 1-2 minutes, then lab technician with the help of sampler, called knoppy, does the sampling.

Types of Sample:

Composite Sample:

Mixed sample is taken from all the portions of a tanker in equal amount. The amount of composite sample is 900ml.

Separate Sample:

Sample taken from a single portion of the tanker is called separate sample. The amount of separate sample is 600ml.

3.3. Tests performed at the HFL laboratories

Following tests are performed in the lab to check the quality and composition of the milk.

A. Organoleptic tests

B. Qualitative tests

i) Physical tests

ii) Chemical tests

C. Quantitative Tests

D. Adulteration test

A. Organoleptic tests:

It includes the tests of taste, smell and color and the purpose of these tests is to check the suitability of milk for further processing or release to the market.

B. Qualitative tests

Qualitative tests include physical and chemical tests.

i) Physical tests

These tests have two more sub categories namely temperature tests and Clots on boiling.

a). Temperature test.

The Temperature of the raw milk sample should be less then 10^oC.

b). Clots on boiling (COB):

Milk is heated to boiling and if milk precipitates in the test tube, the test is positive.

ii) Chemical tests

Chemical tests are of three types namely pH Test, Alcohol Precipitation Test and Salt Test.

a). pH Test

pH test is performed to judge the keeping quality of milk or to estimate the intensity of acidity/alkalinity of milk.

b). Alcohol Precipitation Test (APT)

APT is performed to check the heat stability of milk during heat treatment. If precipitation occurs, the test is considered to be positive.

c). Salt Test

Salt test is administered to determine percentage of salt (such as Na Cl) in Milk.

Results

% Salt = burette reading x 0.065

% Salt (as chloride) = Burette reading x 0.065 x 9/ SNF (%) of sample.

C. Quantitative test

Quantitative tests include Fat Test, LR Test and Iodine Value Test.

i). Fat Test

Fat test is performed to determine fat percentage in milk sample to check if it conforms to HFL standards (i.e. 6 %). It also forms basis f payment to farmers.

ii). LR Test:

LR test is conducted to determine percentage of SNF/Total solids in milk sample.

Results

%SNF = (LR/4)+(0.22XFat)+0.72 =% SNF

Total Solids Percentage = SNF Percentage + Fat Percentage

iii). Iodine Value Test (IVT)

IVT tests the value of iodine in milk by following formula. This test takes maximum time of all the tests so this test is only carried out at the main plant.

Formula:

Iodine value =

Where:
a = number of ml of 0.1 N sodium thiosulphate used in the blank test.
b = number of ml of 0.1 N sodium thiosulphate used in the titration with the butter-fat present.
p = weight of butterfat taken for the analysis.

D. Adulteration Test

Milk is adulterated by mixing various things in it. HFL performs several tests to find out different adulterants. Tests include Starch, Sugar, Glucose, Detergent, Urea, and Sodium Tests.

a) Starch Test

The purpose of this test is to determine the starch adulteration in the milk. If black or dark blue granules are present, the test is positive.

b) Glucose Test

Glucose test is performed to know the adulteration of glucose to increase the sugar contents of the milk. If brick red precipitations are found, the test is positive.

c) Detergent Test:

This test refers to detect the harmful detergents used as adulterants. Pinkish color shows that the test is positive.

d) Sugar (Sucrose) Test:

It is also an adulteration test. If deep violet color is present after 5-8 minutes, the test is positive.

e) Urea Test:

In this test, milk is tested for the adulteration of urea as urea mixing increases the LR reading of the milk. If pink color appears, the test is positive.

f) Sodium (Na) Test:

Sodium Test is performed to determine Na salt concentration in the raw milk. If the Na ion concentration at 9% SNF is more than 1000ppm, the test is positive.

All these tests take about 30-40 minutes excluding the iodine test, which takes about 3-4 hours. If any of the tests reports positive, milk is rejected.

3.4. The Organizational Set up

Figure 6: The organizational set up of HFL

The organizational set-up of the company is given as under

3.5 Need for the case study

The HFL is a local dairy company, which has made a considerable progress in milk processing and marketing in the country. Its products including the packed milk are available on almost all local food shops and consumers know it. The milk packed by this company is known as thicker milk. Milk packs are available for small consumptions. Keeping in view the struggle the company is making to compete with the multi-national companies, it was considered to study the perceptions of various stakeholders to explore the marketing strategies used by the company to cope with the changing circumstances.

3.6. Objectives

i. To generate policy relevant research

ii. To identify innovative marketing practice of HFL

3.7. The research questions

Following research questions as identified by Berdegue et al (2005) were addressed in the study.

What are the main characteristics of the innovation?

How did the innovation emerge over time and how did its evolution lead to greater inclusion of small-scale farmers?

What did the small farmers gain or loose?

What explains the greater degree of inclusion?

What is the potential for replication?

3.8. Assumptions

The claim of HFL, as if it is making considerable progress in milk marketing and is fastest growing packed food company in the country, is true. The in-depth qualitative rather than quantitative information was used for the purpose to answer the research questions. Small contract farmers and the company staff were interviewed to gather information, details of which are given in the methodology section.

3.9. Limitations

The assumption regarding the willingness of the company staff to participate in the research process could not be fruitful. They showed much resistance and inability to participate in the interviews.

4. Methodology

The most common method of social science data collection is a survey based on a probability sample. The survey design was, and still is, quite complex to ensure equal probability of selection to ensure that the findings can be generalized to a specified universe. The survey data is used for quantitative empirical analysis and its output is often precise correlations using various statistical tools. Theory drives such data to specify policy recommendations for government or business. Not all data analysis is, however, driven by theory that is so highly formalized. Thus, the data are also used via repeat analysis to establish empirical regularities, i.e., patterns in the data repeated across time or space, which become part of social knowledge.

Although, the advantages of quantitative survey analysis are formidable, yet there are several drawbacks. The nature of information gathered by survey techniques is extractive and researchers are concerned with publishing findings based on the data collected.[23] At times, the quality of data is viewed as being poor since a detached expert through an unmotivated field team reflects upon the data and there is lack of bonding between the researcher and the field team. Another serious limitation of this method is when a structured questionnaire is utilized. It is assumed that the expert knows what is important and that is often not the case, and this happens when close-ended questions are used.

Due to these shortcomings of quantitative research, alternative research methods, focusing on qualitative information collection, have gained currency. These techniques are more popular because of the fact that they are cheaper and more sensitive to human behaviour. Some of these are pure anthropological such participant observation and other are quasi-anthropological such as RRA/PRA Rapid Rural Appraisal/Participatory Rural Appraisal (RRA/PRA). These techniques too have been critiqued for promising more than they can reasonably deliver.[24]

As mentioned above, this study uses the qualitative research techniques. A team of three researchers was trained about the qualitative data gathering techniques and was supervised by a senior researcher, who gave backstopping support. Key informants were identified in several scoping visits and were interviewed in the ensuing visits. Observations at milk collection centres, and milk quality testing labs were also conducted. Field data were collected from Pakpur Zone and the Main Plant Site Chenab nagar, Kasur.[25] Stakeholders such as Mini-contactors, VMCC agents, small-scale dairy farmers, and the zonal staff of the HFL were interviewed.

The areas selected for fieldwork were districts of Jhang, Faisalabad, Toba Tek Singh and Bahawalnagar as bulk of the milk is produced in Punjab and within Punjab these districts are high milk producing areas.[26]

5. Results and discussion

The Milk Procurement & Development Department of Haleeb Foods Limited has the responsibility to collect milk from the area and maintains the supply of milk in adequate quantity according to the quality standards and budget requirements of the company. There are two main seasons of milk collection during the year namely: Flush Season and Lean Season. Flush season is the season in which average milk collection is about 10-14 lac liters / day and this period starts from September and ends in March. The other season is the Lean season, in which the daily milk procurement is reduced to about 5-8 lac liters / day. This season starts in April and ends in August. The existing supply chain is depicted in figure 2.

Figure 7: Existing milk supply chain

Source: Author’s own description

5.1. Milk collection

There are two types of milk collection systems adopted by HFL namely self-collection and contract collection.

5.1.1. Self-collection

A system in which HFL purchases and preserves raw milk that meets its quality standards through their staff members and delivers at PHE is known as self-collection. It may include the following:

i. Milk Collection through Village Milk Collection Centre (VMCC).

Village Milk Collection Centre (VMCC) is a place where the farmers of an area come and give milk and a person appointed by the company collects milk after testing it. The person who collects milk there from the farmers is known as VMCC agent. It is provided by all the essential utilities for the milk collection such as collection tub, testing chemicals, ice and the rent of the place as well as the electricity bill. At VMCC the agent keeps the record of all the farmers who supply milk at VMCC and takes samples from the milk. The samples are tested and receipt is given to the farmer and a copy is kept at the VMCC for record. The mode of payment at VMCC is weekly i.e., after a week, farmers go to bank and receive their cash of all the week from their account.

ii. Direct from Farmers (DF).

As the name indicates, it is a collection directly from the farmers. The collection vehicle, when goes to an area for the milk collection, there are some farmers who don’t supply milk at the VMCC. They are aware of the timings of the collection vehicle, so they supply milk directly to the people in the vehicle.

iii. Progressive Farmers (PF)

Progressive farmers are those farmers who supply milk directly to the collection vehicle like direct farmers but the difference is that these people are progressive farmers and they provide higher quantities of milk.

5.1.2 Contract collection

It is the system in which HFL deals with the different private milk collecting persons and enters into a contract with them to provide milk to the company. They may include the following:

i. Mini Contractors

Mini contractors are those who provide milk about 1000 litre of milk per day. They collect milk on their own. In this type of collection, the company identifies personnel who are willing to work and are of good repute with fair dealings. The contract is mainly verbal and no written type of contract was observed during our survey. The mini contractor collects milk from the farmers of the area as well as from the other areas. Milkmen from different areas also supply milk at mini contractor’s place. A company vehicle collects milk from these mini contactors. The MOT with that vehicle tests the milk according to their quality standards. If it passes the tests, it is accepted and rejected otherwise.

ii. Sub-Contractors

Sub Contractors are almost the same as that of mini contractors but the main difference is that milk is collected from the mini contractor’s place but sub contractor has to transport milk to the PHE of the company.

5.2. Milk procurement

Manager Milk Procurement (MMP) Plant is responsible for all the milk procurement in the milk area. Milk collection area, which consists of mainly the provinces of Punjab and Sindh is divided into four regions headed by an MMP (Region). These regional offices are at Arifwala, Chishtian, Jhang and R. Y. Khan. Each region consists of 3-4 zones, which is headed by a Zonal Manager. There are 14 zones under these 4 regions. Each zone is headed by Executive Zonal Manager or an Area Executive depending upon the size of daily collection. Each zone consists of 2-3 sub-zones. At sub-zonal level, there are PHE (Palate Heat Exchanger). Under these sub-zones come VMCCs, mini contractors and sub contractors, which are further responsible for the milk collection.

5.2.1 Milk collection area

There are 14 zones for self-collection of milk having 28 Main centers (PHE)

Table 5: HFL Milk collection area

Sr. No.	Milk Collection Zones
1	Arifwala
2	Bahawalnagar
3	Bahawalpur
4	Bhowana
5	Mian Channu
6	Haveli
7	Jhang
8	Pakpattan
9	Okara
10	Rahim Yar Khan
11	Shah Jewna
12	Narowal
13	Upper Sind
14	Lower Sind

Source: Author’s own survey

5.3. The innovation

The company (HFL) provides training to the agents regarding ensuring quality of milk in handling various milk quality tests. The farmers (milk producers) are provided causal informal information and guidance services regarding keeping the animal healthy and maintaining milk quality.

Another characteristic of the marketing innovation of HFL is the multidimensional procurement of milk. It collects milk from VMCC agents, mini contractors and farmers. One of the important characteristics of innovation includes maintenance of quality. There was a saying quoted in the field survey, “Better quality of the product leads to better marketing”. HFL conducts about 15 tests to ensure the quality of the milk. A description of some of that test is given in section 3.3.1.

5.4. Emergence of the innovation

5.5. The Implications of Change

5.6. Perception of small farmers

5.7. Topics that were discussed at Focus Group Discussions (FGD)

During the fieldwork, 8 focus group discussions were held at various places with farmers and 5 key informant interviews were held with the Haleeb company officials. Interviews with four mini contractors were also held.[27] Following topics came under discussion during these FGDs.

Yields and production of milk, last season and five years ago

Costs for milk production (including inputs, equipment, labor)

Transportation cost, if any, this season and five years ago

Quality control by the company

Terms and conditions of the contract

Selection criterion to select farmers/suppliers

Modes of payment

Advance given by the company

Monitoring of the contract

Contract enforcement

Nature of the contract

Implications for the breach of the contract

Arbitration mechanisms in case of any disputes

Supply of milk and daily targets

Technical assistance in the form of inputs like credit to buy

Any other form of assistance to improve soil to grow fodder

Any type of training especially veterinary training

Presences of farmers’ organizations like milk producers association, formally or informally

Functions of the association

Services provided by the association to its members

Marketing channels

Price and volume per channel

Changes in the value of the product

The respondents told that on average, a buffalo yielded 8 to 13 litres of milk depending upon the feed. If good feed was provided, yield was on the higher side and vice versa. Cost of milk was reported to be increased due to inflation, which affected everything that included the inputs. There was somewhat mixed response about the quality control maintained by the company. Some of the respondents were of the view that since Haleeb was not a good paymaster, the Haleeb officials were compelled to compromise on quality. Although, company officials unanimously reported that they were very strict about the quality and employed state of the art technology to ensure quality of the milk procured from various channels.

5.8. Findings and recommendations

Private companies engaged in milk collection and procession could help farmers in upgrading supply chains by facilitating investment in chilling tanks for purchase and collection of milk, which will give farmers a guaranteed sale for quality milk, improve the quality of feed to ensure better quality of milk in the form of advances tied to procurement of better feed, demonstrate the health and safety problems associated with poor quality milk that will increase the potential sale of processed milk and milk products.

Based on the profit margins, which are seemingly very high, it could be recommended that there should be some monitoring by the government as to why the companies are earning supernormal profits. Due to this practice, there are two groups affected, initially the farmers who are not getting fair prices for their output and the consumers who have to pay a high differential as compared to the milk available from the informal channel. Although, there are quality differences between the UHT Tetra Pack milk and the fresh milk, yet the difference in the price is too stark. And this was the reason forwarded by people in response to the question as to why the consumers still preferred fresh milk over the UHT treated milk. Only a small percentage of the total market is shared among the various processing companies and bulk of the milk is supplied by the informal sector. By giving reasonable price to the farmers and by extending additional services like input support and veterinary services to farmers, companies could help farmers to include them in the supply chain and integrate them in the process.

References

Abedullah, Z. M., and Sabir, H. (2005). “Competitive efficiency of milk production in the Central Punjab”, European Journal of Scientific Research, Vol. 7, No. 1

Chambers, R., (1997). “Whose reality counts?: putting the last first”, London: Intermediate Technology Publications

Berdegue, J. A., Peppelenbos, L. and Bienabe, E. 2005. Regoverning Markets: Keys to Inclusion of Small Producers in Dynamic Markets. Resource Paper for Component 2

Bosan, S. Y. K. (2006). “Reply to a question of Mrs Ruqiua Khanum Soomro in the National Assembly by Sikandar Hayat Khan Bosan, Minister for Agriculture and Livestock, Pakistan. Pakistan Defence Forum, Availanbe at:

http://www.pakistanidefenceforum.com/lofiversion/index.php/t56077.html

Burki, A. A., Khan, M and Bari, F. (2005). “The state of Pakistan’s dairy: An assessment”, CMER Working Paper, 05-34, LUMS: Lahore

Eds. Bastian, S. and N. Bastian, (1996). “ Assessing participation: a debate from South Asia”, Delhi: Konark

Garcia, O., Mahmood, K., and Hemme, T. (2003). “A review of milk production in Pakistan with particular emphasis on small-scale producers”, PPLPI Working Paper No. 3, IFCN, Rome

Govt. of Pakistan, (2006). “Economic Survey 2005-06”, Islamabad: Ministry of Finance, Islamabad, Pakistan

Lohano, H. D., and Soomro, F. M. (2006). “Unit Root Test and forecast of milk production in Pakistan”, International Journal of Dairy Science, Vol. 1, No. 1

PISDA-USAID (2006). “The White Revolution: Strategic Plan for the Pakistan Dairy Industry”, A Report available on Internet

The News. March 03, 2006

Younas, M., and Yaqoob, M. (2005). “Feed resources of livestock in the Punjab, Pakistan”, Livestock Research for Rural Development. Vol. 17, No. 2

Appendix 1: Objectives of Dairy Pakistan Company

Dairy Pakistan Company has been registered with the Securities & Exchange Commission of Pakistan in the last week of September. The main objectives of the company, inter alia, are as under:

a. To promote milk and other value added dairy products in the domestic as well as international markets;

b. To promote development and up-gradation of dairy supply chain in Pakistan by supporting and facilitating the farmers, processors and other stakeholders across the value chain;

c. To support dairy sector growth by way of supporting and facilitating business development services for the enterprises across the dairy value chain;

d. To initiate and support interventions across the dairy value chain to enhance sector competitiveness through innovations and research;

e. To promote technology development, transfer, assimilation, streamlining, acquiring and/or up-gradation across dairy value chain by undertaking new initiatives;

f. To help introduce international best management practices for better productivity and operational efficiencies;

g. To promote training and skills development of human resources associated with the dairy sector;

h. To help create enabling/supporting/conducive business environment for enterprises operating in the dairy sector and propose new rules/regulations/bye-laws/standards for providing a level playing field and conducive regulatory environment for the development of sector and propose amendments thereof in any existing rules/regulations/bye-laws/standard in the sector and bring local industry in consonance with international standards.

2. The company has held two meetings of its board on October 01, 2005 and December 09, 2005. The following has been achieved so far:

a. Board HR & Finance Committees have been constituted to facilitate Board Working.

b. Bank Account for the company has been opened and funds of Rs.1.00 million have been credited to the company account.

c. The process for hiring at the key positions has been initiated and the same is near completion.

d. Policy manuals for the employees and financial rules has been presented to the board for approval

e. Premises for permanent office of the Company has been identified and negotiations are in process for the acquisition of the same

3. Different initiatives taken by the company to bring about a White Revolution in the country are briefly listed below:

a) Farm Cooling Tanks Loan Scheme

A mechanism for the operation of Farm Cooling Tank Loan Scheme has been proposed and guidelines are being developed for applicants. They will include standards for quality and hygiene for installation of the tanks and also details on the testing of the milk being received for composition and quality.

b) Model Farms

The targets for this project are to establish 50 farms by the end of June 2006 and 100 by the end of 2006. An Australian consultant is currently visiting Pakistan for this purpose. First 14 farms in Okara, Punjab have been formally established as model farms. These farms are generally of medium size and all supply to Nestle. One model farm has been established in Sindh. Efforts have been made to identify clusters of farms to be established as model farms at stage two. It is proposed to work with one group of small farmers who are currently part of Idara e-Kissan / Halla and a further group of farmers in Sindh who currently supply to Engro. In stage three, it is proposed to identify further farms with probable extension of the programme to NWFP.

c) Other Policy Interventions

Draft Quality Standards are being worked on by a SWOG group who has provided the first draft paper for discussion with stakeholders. It is necessary to open a dialogue with PSQCA, PSI and other interested parties to progress the establishment of Food Safety Standards. Work is also being undertaken to establish a case for zero rating Dairy Products for sales tax.

Source: a. Milk production from FAO statistics 2002 b. Milk distribution based on SMEDA Report 2000

Appendix 3: Milk Supply Chain

Source: SMEDA Report 2000

[1] http://www.fao.org/ag/AGAinfo/subjects/en/dairy/home.html accessed on Aug. 6, 2006 at 15:00

[2] http://www.japy.com/htmlgb/lait/monde.htm visited on Aug. 6, 2006 at 16:10

[3] Consumers International Asia Pacific Office, 2006

[4] Govt. of Pakistan, Economic Survey 2005-06

[5] FISDA-USAID, 2006

[6] For detailed objectives of Dairy Pakistan Company, see Appendix 1

[7] HALLA is a cooperative model and a group of small farmers who are currently part of Idara e-Kissan, a farmers organizations

[8] The companies categorize milk collection in two seasons, flush and lean. During flush season, since there is a lot of milk available, prices go down and during the lean season, due to lack of fodder, milk production goes down and prices of milk increase.

[9] Data is dated, as no recent document figures are available. Current market price of UHT Tetra pack has gone up to Rs. 44 for Haleeb Milk and almost the same for the similar products of other competitors. The prices of other types by different type of milk.

[10] ‘The News International’, March 03, 2006

[11] Local Body elected representative equivalent to Mayor as Karachi is a Metropolitan

[12] Section 18 of the Pure Food Rules, 1965

[13] Section 19 of the Pure Food Rules, 1965

[14] Section 20 of the Pure Food Rules, 1965

[15] Section 21 of the Pure Food Rules, 1965

[16] Section 22 of the Pure Food Rules, 1965

[17] Section 22 of the Pure Food Rules, 1965

[18] Section 23 of the Pure Food Rules, 1965

[19] Section 31 of the Pure Food Rules, 1965

[20] Appendix I of the Pure Food Rules, 1965

[21] Appendix 2 of the Pure Food Rules, 1965

[22] This came out strongly during the Focus Group Discussions with the farmers

[23] Robert Chambers, the PRA Guru has critiqued the conventional social science research. He terms research as extractive if it is meant only to produce reports for donors and the subjects i.e., the people who have been studied, get noting directly or indirectly.

[24] See Bastian and Bastian (1996) for a comprehensive critique of PRA practices.

[25] Names of places have been changed to maintain anonymity

[26] For details, see Abedullah and Sabir (2005)

[27] Anonymity of the respondents is maintained so that they are not penalized.

Posted in: Haleeb Foods Ltd

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Tuesday, February 22, 2022

Haleeb Foods Ltd., Pakistan

Table 2: Year Wise Milk Production in Pakistan 25

Figure 2: Projected growth in milk production in developing countries by 2030

Table 2. Year wise milk production in Pakistan

Box 1: Dairy Pakistan

2.3. External trade in milk

Table 3. Processor capacity of various milk processing companies

2.6. Traditional milk supply chain

Figure 5: Traditional milk supply chain

B. Qualitative tests

Figure 6: The organizational set up of HFL

Figure 7: Existing milk supply chain

Changes in the value of the product

5.8. Findings and recommendations

References

Appendix 3: Milk Supply Chain

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Tuesday, February 22, 2022

Haleeb Foods Ltd., Pakistan

Table 2: Year Wise Milk Production in Pakistan 25

Figure 2: Projected growth in milk production in developing countries by 2030

Table 2. Year wise milk production in Pakistan

Box 1: Dairy Pakistan

2.3. External trade in milk

Table 3. Processor capacity of various milk processing companies

2.6. Traditional milk supply chain

Figure 5: Traditional milk supply chain

B. Qualitative tests

Figure 6: The organizational set up of HFL

Figure 7: Existing milk supply chain

Changes in the value of the product

5.8. Findings and recommendations

References

Appendix 3: Milk Supply Chain

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