Al Safa Foods, a leading provider of Halal foods in North America, partnered with Dale Carnegie to strengthen its relationship-based culture and build soft skills within the organization. President Abdul Munim Sheikh wanted to align his company around human connections, which he believed were critical for long-term growth and success. The company has been able to maintain its commitment to people and culture while offering Halal-certified foods to a growing market.
Al Safa Foods has seen significant benefits from integrating Dale Carnegie training into their leadership development. The training has enabled the company to align its employees across all departments with a shared set of soft skills and relationship-building approaches. This has resulted in a more cohesive company culture, which has helped foster long-term partnerships with both employees and clients, and allowed the company to grow sustainably.
Challenges
Al Safa Foods faced the challenge of creating a strong, relationship-based company culture. Many businesses overlook soft skills and focus solely on hard skills, but Sheikh believed that building relationships was key to his company’s success. The challenge was to bring the entire organization together under a unified approach to relationships, which would help retain both employees and clients in the long term.
Solutions
Al Safa Foods incorporated the Dale Carnegie Course to build a foundation of leadership and soft skills across the company. The training provided a single platform for all employees, regardless of department, ensuring that everyone shared the same fundamental principles of relationship-building and communication. This unified approach helped reinforce the company's vision and culture.
Results
Since incorporating the Dale Carnegie Course, Al Safa Foods has seen exceptional results. Employee retention is twice the industry average, with most employees staying with the company for seven to eight years. In addition to retaining employees, Al Safa has maintained strong relationships with clients and vendors of all sizes, even as the company has experienced sustained growth. The consistency in leadership and focus on long-term relationships have been instrumental in the company's success, helping it remain a leader in the Halal foods market.
“We wanted a single platform, so whenever we bring someone on board, no matter which department they join, there will be certain fundamentals everyone will share, which creates our culture.”
