Alifard Industrial Group, with the well-known brand “Sunich,” is today one of the most important and reputable names in the Iranian beverage industry. However, the story of this brand is not merely a simple commercial tale. The story of Alifard is a narrative of forward-looking vision, tireless effort, and the creation of an industrial empire that has managed to transcend the borders of Iran and, through the export of Iranian natural juice, inscribe its name across five continents. To better understand the standing of this group, one must look back at its early days; a time when an Iranian entrepreneur with a different outlook on the market began a new path in the country’s beverage industry.
In the late 1970s, Iran’s beverage industry was still in its infancy. Most existing products were either imported or produced in a traditional and limited manner. The absence of a national brand capable of operating on a large scale had left a significant gap in the market. It was under these circumstances that Haj Hossein Alizadeh, the founder of Alifard Industrial Company, decided to step into this field. With deep knowledge and experience of the market, he established a factory in the Kaveh Industrial City in Saveh. This factory was not only among the first industrial juice production units in the country, but also a new model for management and production in the beverage sector.
From the very beginning, Haj Hossein Alizadeh’s philosophy was based on “quality” and “consumer trust.” He believed that if a brand was to endure, it must offer a product that people could choose with confidence and without hesitation. This outlook meant that Alifard Industrial Company, rather than seeking short-term profits, focused on investing in technology and global standards. The Saveh factory rapidly expanded and was able to meet a large part of domestic demand. But the founder’s ambitions did not stop there. In the following years, the company launched its second factory in Firouzkouh. Thanks to its suitable geographical location and access to natural resources, this facility provided fresh capacity for production. Moreover, the equipment and machinery installed there were among the most advanced technologies in the world. The Nitro Hot-Fill production line, enabling beverages to be filled under sterile conditions and with high quality, was one of the distinguishing features of this factory and set Alifard products apart from many competitors.
The name “Sunich” was chosen as the main brand; a short, resonant, and memorable name that quickly found its way into people’s minds. Very soon, the name became synonymous with “nature,” “health,” and “quality.” The choice of Sunich was not a simple marketing decision; it was a strategic step to build an independent and national identity. In an era when Iran’s market was flooded with foreign and imported brands, Sunich managed to establish itself as a trusted Iranian brand and a serious rival to foreign products.
However, the development of Alifard Industrial Company did not stop there. With a clear understanding of the market’s diverse needs and the evolving tastes of consumers, Haj Hossein Alizadeh expanded the company’s activities. Thus, other brands were created under Alifard’s management. “Shiva” was one of them, active in the juice and dairy sector, achieving significant success particularly in family-oriented products. “Shibaba” also entered the market as Iran’s first industrial producer of chocolates and candies, gaining a special place among consumers. This expansion of brands demonstrated that Alifard was not merely a juice factory but a food and beverage holding company with a long-term vision.
The managerial transformations of this group are also noteworthy. After years of effort by Haj Hossein Alizadeh, the management of the group was handed over to the new generation. Fardin Alizadeh, the founder’s son, took responsibility for some of the sub-brands, while the executive management of Alifard was entrusted to a younger team. Currently, Sasan Mayar Asadollahnejad is recognized as the CEO of Alifard Industrial Group, leading this large enterprise. The combination of the first generation’s experience and the second generation’s energy has enabled Alifard to continue its growth trajectory with strength and to succeed in facing the complex challenges of domestic and international markets.
Today, the product portfolio of Alifard Industrial Group includes more than 150 diverse items. From natural juices and nectars in flavors such as orange, apple, mango, pineapple, pomegranate, and peach, to traditional syrups like Sekanjebin, Lemon Balm, and Orange Blossom, all are produced according to global standards and offered in modern packaging. In addition, fruit concentrates and purees for industrial use, carbonated and non-carbonated drinks, fruit smoothies under the “Sunich Smoothie” brand, isotonic beverages “Husky” designed for athletes, Firouzkouh yogurt drink (Doogh), and malt beverages are also part of this wide portfolio. The use of diverse packaging including Tetra Pak, Combi-Block, glass bottles, and PET reflects Alifard’s close attention to the various needs and tastes of consumers.
Each of these products has its own philosophy. Juices and nectars, as the mainstay of Alifard’s production, are prepared from fresh, natural fruits and, with their variety of flavors, have managed to satisfy a broad range of consumer preferences. The traditional syrups evoke Iran’s culinary heritage while blending authenticity with innovation. Carbonated and malt drinks are designed for the younger generation as healthier domestic alternatives to foreign brands. Firouzkouh Doogh is offered as a high-quality authentic Iranian beverage, and isotonic “Husky” drinks respond to athletes’ needs for energy and electrolyte recovery. This diversity not only demonstrates Alifard’s production capabilities but also reflects its precise understanding of market demands.
The secret to this brand’s longevity lies in unrelenting quality and continuous innovation. Alifard Industrial Group has earned numerous international certifications including ISO 9001 in quality management, HACCP in food safety, and ISO 17025 in laboratory management. These standards not only reflect Alifard’s commitment to global quality principles but also guarantee consumer trust both domestically and abroad. With advanced production lines, multi-stage quality control systems, and modern laboratories, the company has succeeded in offering products at international standards.
One of Alifard’s greatest achievements is its wide presence in global markets. Today, the group’s products are exported to more than five continents, and Sunich natural juices and concentrates are available to consumers in Asia, Europe, Africa, and even North America. For Alifard, the export of Iranian natural juice is not merely a commercial activity but a national mission to showcase Iranian industrial capabilities on the international stage. The superior quality of products and modern packaging have made Sunich one of the well-recognized Iranian brands worldwide, raising Iran’s flag high in the global beverage market.
Over four decades of activity, Alifard Industrial Group has achieved numerous honors and accomplishments. It has repeatedly been selected as a quality model unit by the Institute of Standards, was listed among Iran’s Top 100 Brands in 2013, and in recent years has been named a national exemplary exporter. Receiving the Iranian Product Support Award, the National Production Festival awards, and being chosen as Iran’s favorite brand for eleven consecutive years are among its brilliant records. Additionally, Sunich’s creative advertising campaigns have won multiple awards at specialized marketing and advertising festivals.
Alifard has not limited itself to production and trade; it has also been active in social responsibility. With campaigns such as “No to Plastic,” the group has made meaningful contributions to environmental protection. By optimizing water and energy use in factories and digitizing processes to reduce paper consumption, it has remained committed to sustainable development. Another significant step by Alifard was the establishment of “Alifard University” as a scientific–applied center aimed at training specialists in the food industry and management, currently hosting more than 400 students. This initiative reflects the group’s long-term vision of advancing knowledge and cultivating skilled human resources.
Engagement in sports is also part of Alifard’s social activities. The group owns the Sunich Saveh Futsal Club, which competes in Iran’s Premier Futsal League and has recently become one of the strongest teams in the competition. Supporting sports and youth alongside brand development is part of Alifard’s holistic approach to social responsibility. The Sunich futsal club, through its remarkable performance, has also brought the brand recognition in the sports arena.
Today, Alifard Industrial Group with the Sunich brand is not merely a juice and beverage producer, but a symbol of an Iranian industrial empire that began its journey with a single factory in Saveh and has grown into two advanced factories, a dedicated university, hundreds of diverse products, thousands of employees, and a powerful presence in global markets. Sunich has proven that an Iranian brand can, by relying on quality, innovation, and social responsibility, shine internationally and bring honor to Iran across five continents.
Sasan Mayar Asadollahnejad, as the current CEO of Alifard Industrial Company, has repeatedly emphasized that the core philosophy of this group is the link between product quality and consumer trust, and what has brought this brand to its current standing is its long-term outlook on the market and adherence to global standards. He believes that the future of Iran’s beverage industry depends on the expansion of exports and the global introduction of national brands, and in this regard, the export of Iranian natural juice through brands like Sunich is not merely a commercial success, but a national pride.