The Partners
Four people, one mill floor.
Baba Farid Rice Mills is run by four partners, each responsible for a different part of how the business operates — from founding vision to daily plant floor to financial governance.
Munir Ahmad
Munir Ahmad founded Baba Farid Rice Mills as a pioneer in Pakistan's rice trade, built on a vision to deliver a staple food with zero compromise on quality. Over decades on the mill floor, he shaped the disciplined sourcing and grading standards the business is still known for today. Having handed day-to-day leadership to the next generation of partners, he now serves as an advisor to the mill, sharing guidance and market expertise from time to time.
Munir Ahmad is also a committed philanthropist. Through the Khairulfazal Welfare Trust — named after his parents — he runs a free hospital serving a remote village in Okara, a dedicated children's hospital, and a school and madrassa for boys and girls in the district.
Though he stepped back from day-to-day operations, the standards he set continue to run the mill: direct relationships with growers, disciplined grading, and a refusal to cut corners on quality regardless of market pressure. He remains closely involved in mentoring the current partners and in decisions that touch the family's founding values.
Tanveer Ahmad
Tanveer Ahmad serves as Executive Director and CEO, bringing multiple decades of hands-on milling and export experience to Baba Farid Rice Mills. He oversees paddy sourcing, plant operations, quality programs and capacity planning, and carries deep market knowledge across the GCC, Africa, Europe and other key rice corridors.
As CEO, he sets overall company strategy and direction — from brand positioning across Sahal, Anmol and Al Jannat to decisions on capacity investment, new markets and long-term growth. He represents the mill in key partner and buyer relationships, including with Baba Farid Global Trading – FZCO, and holds final decision-making authority across the business.
His close, long-standing relationships with growers across Punjab and his focus on consistent grading are central to how the mill maintains quality season after season, harvest after harvest.
Under his leadership, the mill has expanded processing capacity, added the Golden Sella line, and grown Sahal into the largest-selling rice brand in Punjab — while keeping the same farmer-first sourcing philosophy the company was built on.
Irfan Munir
Irfan Munir serves as Executive Managing Director and CFO, bringing over a decade of combined trading and rice milling experience. He manages day-to-day milling schedules, in-line quality control, warehouse and loading supervision, and shipping preparation, so that every container meets agreed specifications, timelines and buyer requirements.
As CFO, he also oversees the mill's financial functions — budgeting, cost control, cash flow and working capital management, financial reporting, and coordination with banks on trade finance for procurement and shipment cycles. He works closely with Muhammad Usman on documentation and compliance for banking and export finance.
His hands-on presence on the mill floor keeps production, grading and dispatch tightly coordinated — the operational discipline that underpins the mill's consistency at scale. That same discipline carries over into how the numbers are managed, giving partners and banking relationships a clear, current picture of the business at any point in the season.
Muhammad Usman
Muhammad Usman serves as Chief Administrative Officer and General Counsel, bringing credible experience in banking, trade finance and risk to the partnership. His background spans financial modelling and forecasting, multi-entity account reconciliation, and system-driven internal controls across enterprise ERP platforms.
At Baba Farid Rice Mills, he focuses on KYC/KYS verification, structured trade documentation, performance monitoring, and close coordination with banking partners, insurers and service providers — bringing the same rigour in financial reporting and regulatory compliance to the mill's governance and international trade operations.
His combined finance and legal background gives buyers and banking partners confidence in the mill's paperwork and controls — an increasingly important factor as export volumes grow alongside the mill's domestic footprint. He also advises on governance matters across the partnership, from documentation standards to risk policy.
All four are partners in the firm. For customer viability, select services are also provided through our trading partner, Baba Farid Global Trading – FZCO (Dubai).