The Daily Star (TDS): How is Fresh responding to the rising consumer demand for healthier atta and maida?

S.M. Muzibur Rahman (SMR) : We have launched Fresh Whole Wheat atta, rich in natural fibre from the whole grain. Expect more value-added, health-focused variants as we evolve with consumer preferences.

TDS: Your mills are known for advanced technology. How does this translate into Fresh flour’s consistent quality and safety?

SMR: Our Tanveer Dal Mill & Flour Mills Ltd. and Sonargaon Flour & Dal Mills Ltd utilise state-of-the-art tech, including colour sorters for purity and a pioneering thermal system for atta, maida & suji freshness and shelf life. This commitment secured our Gold Star for Quality (Geneva, 2005) and “Most Loved Brand” for nine consecutive years. Quality is engineered into every packet.

TDS: What is Fresh’s strategy for ensuring widespread availability across Bangladesh?

SMR: A robust nationwide distribution network, supported by a “live delivery and zero-stock policy,” guarantees optimal freshness and accessibility. Our dedicated sales force ensures consistent presence from cities to the most remote villages.

TDS: Regarding exports, what are Fresh’s global objectives and market approach?

SMR: We aim to be a globally trusted brand, focusing on the South Asian diaspora in the Middle East, Southeast Asia, and select Western countries. We ensure international standards, with Halal and ISO certifications, translating our local trust into global recognition.

TDS: What future innovations can customers expect from the Fresh brand?

SMR: Our focus remains on health and convenience. Look forward to expanding in specialised atta and maida variants. We are committed to continuous evolution, delivering fresh, quality choices that meet modern lifestyle needs.

“Our export strategy

focuses on building brand recognition and trust, particularly among the South Asian

diaspora, by ensuring purity, safety, and consistency.”