Mourad Mellah, Director General of Bellat Group, to Dzair Tube: “Bellat’s Commitment to Humanity and Quality Is the Key to Our Success… My Ambition Is to Innovate and Lead International Markets”

Translated by: Dr. Hana Saada

Interview by: Hanane Mehdi

Algiers, Algeria | October 23rd, 2024 — Dzair Tube recently conducted an insightful interview with Mr. Mourad Mellah, the Director General of the renowned Algerian company Bellat Group. In this engaging discussion, Mr. Mellah shared his perspectives on various topics, including the company’s strategies for managing fluctuations in raw material prices, its approach to export markets, and the innovative initiatives driving its growth. He emphasized the importance of community engagement and social responsibility while detailing the company’s commitment to employee development and training. Mr. Mellah also reflected on his personal journey, expressing his passion for literature and social sciences, and offered motivational insights for the youth of Algeria. This interview highlights Mr. Mellah’s leadership philosophy and vision for Bellat Group, showcasing his dedication to both the company and the broader Algerian community.

Exploring Leadership, Innovation, and Community Engagement at Bellat Group

To begin with, Mr. Mourad Mellah, how would you introduce yourself to Dzair Tube readers?

I am Mourad Mellah, 38 years old, originally from the city of Chlef, where I was born, raised, and pursued my studies at Hassiba Ben Bouali University in 2009. Afterward, I briefly worked as a university professor before establishing a private company specializing in the distribution of medical supplies and para-pharmaceutical products. My business gradually expanded to include medical equipment and laboratory apparatus for medical analysis.

In late 2012, I ventured into the Gulf region, taking up roles in Qatar. During this period, I worked with branches of several companies in Oman, the UAE, and Saudi Arabia. These experiences proved invaluable, allowing me to travel extensively, attend key international conferences, exhibitions, and seminars, particularly those focusing on the pharmaceutical and medical supplies industries. I had the privilege of participating in the Veterinary Pharmaceutical Industry Conference at Leipzig University in Germany, a medical supplies industry symposium in Shandong Province, China, and a pharmaceuticals manufacturing event in France. Eventually, I returned to Algeria in late 2022.

My passion for laboratories led me to specialize in biotechnology, graduating as a state engineer. Additionally, I pursued higher studies and specialized training—both in person and remotely—in various fields across Qatar, Saudi Arabia, the USA, Spain, France, China, India, and Turkey. These areas of study ranged from business management to pharmaceutical manufacturing, medical supplies production, and the maintenance and operation of laboratory equipment.

I remain driven by a continuous desire to learn and evolve, following a simple principle: “Every day, I strive to be better than I was yesterday—in my work, worship, reading, activities, optimism, positivity, and achievements.”

Bellat Group was founded in 1970. Can you tell us about the major milestones in the group’s history that played a crucial role in its development?

Bellat Group’s journey is nothing short of inspiring and worthy of deep reflection. What started as a small family-run business using traditional methods has now transformed into a powerhouse in the cooked meat industry, both nationally and regionally.

One of the most significant leaps in the group’s evolution was our strategic shift into poultry farming. This decision gave us control over our raw materials, as we now manage some of the strongest poultry breeding lines, particularly mother chickens. Additionally, we operate our own feed processing and preparation units, allowing us to produce top-quality meat, which in turn enables us to deliver the finest products to our customers.

Another important leap forward was expanding our reach both nationally and internationally. We achieved this by enhancing our transportation network and investing heavily in cooling and storage facilities, while also financially supporting our distributors across the country to help them acquire refrigerated trucks. This ensured that our products could be delivered fresh and efficiently throughout Algeria.

We have also made significant strides in developing our commercial team. By attracting a wide range of skilled professionals and appointing sales controllers in over 20 provinces, we were able to significantly boost our sales. Additionally, we established a new supply and procurement department, alongside a revamped quality management division. The latter has added tremendous value to the company’s overall management, especially since we entrusted these departments to highly competent professionals within the group, known for their expertise, dedication, and discipline.

Ultimately, it was the forward-thinking vision of the group’s owners, coupled with their courage to expand investments and confront the administrative and managerial challenges, that played a pivotal role in shaping Bellat Group into the giant it is today.

Could you tell us about Bellat’s flagship products available on the market? Could you also elaborate on some of the processes involved in their production?

Certainly. Our product range is divided into three main categories: classic products, premium products, and canned products. All of these share a common factor – they are cooked meats, seasoned with natural spices and healthy ingredients. For instance, we use sugar beets, which give our kashir its distinctive red color, and garlic, which is added to many of our products not only for its rich flavor but also for its considerable health benefits. The meat is cooked in state-of-the-art ovens at temperatures exceeding 110°C for approximately 45 minutes, ensuring both safety and quality.

Which of your products are in highest demand in the local market? In your opinion, what makes them so popular?

Almost all of our products enjoy strong demand, though preferences vary by season. Our most popular product remains the smoked roast chicken, which is highly sought after. In fact, we sometimes struggle to meet national demand. However, we are on the verge of completing a historic expansion of our roast chicken production facility, which will allow us to fully meet local demand and fulfill numerous export orders as well. This product is a staple on many restaurant menus and is especially popular in pizzerias. It’s also a featured dish in hotel breakfast buffets across Algeria, and we hope it will soon gain international recognition as well.

Despite occasional attempts to tarnish the reputation of our products, we have firmly established ourselves by maintaining strict control over quality and product safety. We’ve partnered with the Pasteur Institute and invested heavily in training our staff, which has allowed us to ensure the highest product standards. Additionally, our commitment to innovation through research collaborations with several European institutions in Austria, Germany, and France has significantly elevated the quality of our offerings. Moreover, our continuous investment in human resources is a key factor in the distinctiveness of Bellat’s products.

Another product that has gained immense popularity is our chicken sausages, particularly the hot dogs. Demand for these has surged, prompting us to innovate and introduce new flavors. We’ve successfully adapted this classic product from the U.S. to appeal to Algerian tastes, making it a unique offering that stands out in the local market.

You’ve chosen the slogan “Love in Every Meal” as the symbol of Bellat Group. What message are you trying to convey to your audience through this?

For us, mealtime is a special moment that should be filled with positive emotions and love. Whether it’s a family gathering, friends chatting on the beach, in the forest, or at the park, these are moments of connection and affection. But there’s also a deeper meaning to the love in our slogan—it reflects our commitment to our community. This growing sense of responsibility drives us to continuously offer the best for our customers. Additionally, we approach our work with love because we have a profound affection for our country, our community, and our company. Bellat is present in every meal with a genuine sense of care and dedication.

What are some of the key challenges you face in the food processing industry, and how does Bellat handle them?

The challenges are numerous, but one of the main ones is maintaining legal, commercial, and industrial vigilance. Our position requires us to pay close attention to even the smallest details, 24/7. We adhere strictly to good manufacturing practices, as our industry is very sensitive, especially considering the nature of the products we handle. So, this constant vigilance is a real challenge for us.

Another significant issue is the availability of raw materials, particularly white meat. Although we have highly developed farms that supply us with raw materials, it’s still a struggle to secure sufficient quantities. The skyrocketing prices of white meat are a major concern, severely affecting our profitability. Despite this, we continue to adapt and persevere, finding ways to remain resilient and navigate through these challenges.

How do you view the competition in the meat processing and food products market, and what sets your company apart from competitors?

There are 47 meat processing plants in Algeria, and we stand out through our commitment to transparency. Our factories and warehouses are open for inspection and have been the focus of numerous reports and documentaries by both government and private media. Our strong national and international partnerships with various government and private entities further distinguish us, as we actively engage with community stakeholders.

In addition, we pride ourselves on modern production methods and quality. We utilize natural colorants and healthy food ingredients, supported by a skilled workforce that has significantly contributed to the Bellat Group. Our governance and management by objectives involve measuring performance indicators, allowing us to set ambitious training programs for our employees.

Moreover, we foster a work environment that is healthy and characterized by passion, respect, and genuine familial and brotherly spirit. At Bellat, we consider ourselves one large family, where distinctions between managers, executives, and skilled workers are blurred. Team spirit prevails, enabling us to harmonize and interact positively. We are driven by a collective aspiration to achieve accolades and aim to maintain our position as leaders both nationally and regionally.

How does the company handle fluctuations in raw material prices, such as meats and corn, and how does this affect cost structure and final product prices?

We absorb these fluctuations through our efficient storage capabilities, the negotiating strength of our procurement team, and the effectiveness of our supply chain management in sourcing and delivery. Additionally, our veterinarians play a crucial role in ensuring quality control. During periods of rising raw material prices, we remain loyal to the end consumer, often accepting losses in sales to sustain our operations. This commitment reflects our identity as a truly civic-minded company.

Exporting abroad has become an important step for you. Can you provide more details about this, and what are your primary international markets?

Indeed, exporting has become a significant component of the dynamic growth we are experiencing in this area. Currently, the West African market is our primary focus. While there are other markets of interest, our entry into them depends on securing health agreements with the relevant ministries in those countries. This is an ongoing effort that we hope will receive the necessary attention and support. Ultimately, we remain a private company without the legal capacity to export to foreign markets without the involvement of the Ministries of Commerce, Health, and Agriculture through agreements that connect Algeria with the target countries.

What pricing strategies does the company employ to maintain competitiveness in international markets?

We maintain almost the same pricing across markets, and our prices are reasonable, accepted, and competitive due to our abundant production. However, we have encountered challenges regarding pricing, particularly concerning products based on red meat.

Regarding the company’s long-term strategic vision, can you provide insight into it? How do you plan to achieve growth?

We ensure the company’s growth through the renewal and expansion of our production lines, training our employees, and enhancing the placement of our products at retail points. Moreover, we aim to transform our offerings into solutions rather than merely meals. We want to provide solutions for busy professionals seeking healthy meal options, convenient snacks for students, and easy-to-prepare meals for homemakers who wish to delight their families. We proceed with confidence and calm, with our strategy always rooted in investment and a focus on human resources, which we consider the foundation of development and success.

Can you tell us about the policies you implement for training and developing employees to keep pace with innovations in the food processing industry?

We send our employees abroad for appropriate training in product development. We also have contracts with suppliers of production lines and various equipment to provide continuous training and qualification programs throughout the year. The same applies to our administrative teams, who receive training from distinguished educational institutions.

How does the company engage in its social role in supporting the local community, youth, and various effective programs? What are your latest projects in this regard?

We are committed to addressing community issues, supporting children in schools and students in universities, particularly in scientific clubs. We welcome them and conduct workshops together. Additionally, we sponsor various conferences and scientific gatherings at several universities, striving to contribute to projects with a social impact. Supporting our community is integral to our corporate culture.

Speaking of the work atmosphere, your media presence has enhanced the positive and bright image of Bellat and its products. Do you truly feel this impact?

In truth, I cannot consider myself an addition to a prestigious group like Bellat; perhaps the opposite is more accurate. My presence at Bellat is a significant addition to my professional journey. My team and I have strived to enhance our presence and communicate more effectively, ensuring that we leave a meaningful mark rather than merely existing for the sake of being there.

I would be delighted if I could confirm that I have contributed to increasing the group’s prominence. However, I firmly believe that I am just a small part of a larger, beautiful, diverse, and capable entity, and that strength lies in the team’s spirit.

We can make a difference by replicating international experiences that we have encountered and bringing them to our current team. I am grateful to Bellat for the honor of management and supervision. One amusing thing I have noticed is that many people in their contact lists write “Mourad Bellat” instead of “Mourad Mellah.” This is an honor I take pride in on two levels: first, for being associated with a respected industrial group, and second, for having my name linked with the Bellat family, which is a large and distinguished family known for its social prominence and remarkable contributions in various aspects of life, including philanthropy, development, and innovation.

Someone described you by saying: “I have never seen a leader in an Algerian economic institution with the culture of Mr. Mellah, his politeness, and his exceptional communication skills. Bellat has become better with his arrival.” What is the secret behind your positive impact on your followers?

This is a testimony I cherish, as it deepens my humility and sense of responsibility. Perhaps I have a positive influence because I genuinely wish well for everyone. I strive to be transparent and approachable, while also honoring the values instilled in me by my family, who raised me to embody moral excellence. I aim to be a role model for the youth of Algeria, particularly those from the deep, simple, and tranquil parts of the country, where nature, Quranic schools, beautiful beaches, and a spirit of kindness and sincerity prevail.

I might also have this positive effect because I love what I do and fully appreciate the responsibility entrusted to me; I see it as a duty rather than a privilege. I constantly remind myself to live up to the expectations of those who have placed their trust in me, especially the Bellat family, the owners of the group, particularly my brother, friend, and boss, CEO Lakhdar Bellat. Many of my actions and behaviors reflect the ethics, culture, and work traditions that I have found within the Bellat family.

You seem to be passionate about reading and writing, as reflected in your writings and articles on social media. What does Mr. Mellah read, and who does he generally write for?

In truth, I have a deep love for political sociology, satirical literature, and works that relate to cultural studies and the history of nations. Growing up with a father who was a history teacher, may he rest in peace, I developed a fascination for my country’s history. One book that remains vivid in my mind is “The Martyrs of Algeria,” a remarkable account of the lives of those who sacrificed for our glorious liberation struggle. I also recall another insightful work by General Talas, the former Syrian Minister of Defense, about the Algerian revolution.

My mother, an Arabic literature teacher, introduced me to the novels of Naguib Mahfouz and the writings of Taha Hussein, which later ignited my passion for experimental sciences and economics. This intellectual journey led me to delve into the writings of Algerian luminaries, such as Sheikh Abdelhamid Ben Badis, Malek Bennabi, and Hamouda Ben Saâdi, all of whom have significantly influenced my perspective.

As my career evolved, my interests shifted toward books on management, finance, and business, and I am currently pursuing a master’s degree in organizational management.

Regarding my writing, I would say that I write for myself, as it allows me to breathe through my scribbles. I write for my friends and family, as well as for some of my university students with whom I still maintain contact. My contributions have spanned topics in economics and social phenomena related to the economy, published in both national and international newspapers.

In your thirties, as a successful young model and father of four, what message do you have for the youth of the nation, especially considering your experience living abroad and returning home to embark on a new journey?

There is no substitute for one’s homeland, and our country indeed offers opportunities. The reality of certain aspects of life here is not predetermined; therefore, we must prioritize a culture of duty over a culture of entitlement to advance in various fields and truly enjoy the paths of life.

Our country needs the strength of all its children. It is vital that we set aside our ideologies and political differences, even if just for a time, because the nation belongs to everyone. Life becomes richer, and societies evolve through diversity, harmony, and a focus on intersecting circles. We have so many elements that unite us, including our history, religion, language, and identity.

Any final word for the readers of Dzair Tube?

I would like to express my gratitude to Dzair Tube for this kind gesture, along with all my love and appreciation for the dear readers.

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