October/November 2022 ertonline.co.uk


“All our management and employees are our extended family,” he explains. “They all fit in with hard work, belonging emotionally to our purpose and reason for being. We sincerely deliver first class service to all our clients.” The SMART Sourcing arm of the company


does exactly the same, sourcing bespoke products for UK and international clients with the sought after SMART Brand, and also test them and go through the same rigors, research and development and quality processes as SMART does with its own branded innovations.


The perfect products


Along with the personal service and teamwork within the company, Dr Attia believes there is more that makes the company unique within the industry, including its products. He discusses how each one is unique and particular to the company. “All SMART products are unique,” he continues. “For example, the SMART waffle bowl will create perfectly fluffy waffles in just three minutes. Perfect for breakfast, lunch, snacks or even a full dinner. “We also have the amazing healthy pasta maker, which gives you eight different kinds of pasta, and it even comes with your own recipe book.” Furthermore, there’s also the popcorn makers –


from a small table-top machine to a full popcorn cart. The Retro Kettle Popcorn Maker features a large, stainless steel kettle with a built-in stirring system and pops up to 16 cups of popcorn per batch. Not forgetting the SMART Voice Egg Steamer, a


truly smart machine that calls you and tells you that your egg is ready and whether it is soft, medium or hard and ready to eat. It has three different indicator lights that signal results and spoken alerts. And with a capacity of up to six eggs, it is ideal for any busy family and is a quick and easy solution for any meal time. Its elegant and compact design is great


to have on any kitchen worktop, with minimum cleaning required also. Working within a competitive industry, Dr Attia says he feels it is important that the company employs certain techniques which help it stay ahead of emerging trends and developments. He identifies


the fact that the company is always


coming up with innovative ideas, and it aims to release new products regularly in order to constantly stay ahead of the market. He adds: “Research and development is vital for us. New ideas, such as our Tunnel Toasters, Samosa Makers (these don’t use oil), Breakfast Masters and SMART Voice Egg Maker are just a few examples of what we are producing each year that are pragmatic, clever and cool appliances to have at home. We produce at least two new items per season; even during the pandemic we didn’t stop our R&D activities, and even with the predicted market downturn in 2023, our pipeline of new introductions will continue.”


A positive outlook


Following on from how important production and results are to the firm, Dr Attia tells ERT how he likes to make sure the right staff are hired. He comments on SMART’s approach to this and explains how the company attracts the most talented employees. “Essentially, we try


to choose committed


individuals with demonstrative hard work and achievements to join us. We also select young people whom we believe have the same ethos and are willing to be trained to be the best in the field. Also, we offer above market rate packages for those who we believe deserve the opportunity.” Looking to the future, Dr Attia predicts that


SMART will reach its targets, as he notes that the company is still relatively young, but is already


attracting attention from across the industry. This bodes well for SMART, and there looks to be a positive outlook ahead, particularly so with the challenges created by the pandemic. SMART is already achieving numbers exceeding its projections, especially internationally.


Dr Attia concludes: “Moving forward, I believe we are in a good place to grow and achieve our objectives. SMART is only few years old, but there is plenty to aspire to and grow into. Two years ago we were shortlisted for the National Business Awards with The Sunday Times!


“In the last few years we received two awards for innovation and our products were featured in many TV programmes and top magazines. Our distribution and logistics to all our clients won “Platinum Status 2020 and 2021” due to the operational and customer service excellence experienced by all our UK and international clients. So, 2023 will be a great year… Have a great Christmas everyone!”


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