Spotlight: Hasan Aynaci, MD, Roka Foods

Updated: 2 January, 2024

There’s never been a dull moment for Hasan Aynaci. His first job was as a JJ Purchasing Assistant, he quickly progressed to Branch Manager, then after re-locating to Turkey, he returned to JJ as the supplier of our famous own brands!

Tell us about your career journey

I came to UK in 2003 to study English at the University of London. I joined JJ Foodservice in 2008 as a Purchasing Assistant. It was my first job. It was busy, and I was given the opportunity to take a promotion at the Manchester branch. I was living in London at the time, but I was single, flexible, and ready to take on a new challenge.

When Mustafa asked me if I can go to Manchester, I said “Yes, I can go tomorrow!”

I ended up going a week later, and I was the branch manager for 8 years.

When I first joined JJ, we had just launched online ordering. It was an interesting time – the 2008 recession meant that many businesses were facing bankruptcy.

Online ordering would help our business to be more efficient. It would help our customers to save money, too.

We didn’t think we could do it. But Mustafa told us, “Don’t worry – I’m going to offer all our customers a 10% discount to encourage them to use online ordering.”

He did, and it worked.

How did customers respond to the move online?

Online ordering was such a new concept back then, that customers’ younger sons and daughters were helping their parents to place orders online. They would come in on the weekend to pick up their order to get the exclusive ‘Click and Collect’ savings.

Even when the discounts stopped – they continued to order that way because it was so quick and easy. It was a very brave decision and paid off in the end.

So how did you end up in Turkey?

In 2015 I decided to go back to Turkey for personal reasons – but Mustafa said it could be useful to the business. So, instead of leaving the JJ family, I started a new business in Turkey as a supplier, helping to source quality products and packaging materials to develop our own brand ranges, it was a fantastic opportunity.

I set up Roka Foods, and so far, I have helped to source our JJ plastic food containers, tomato and pepper paste, Bon Appetit bowls and boxes, simit, baklava, LetsCake, borek and our Tabaki Extra Virgin Olive Oil.

Is it true you relocated again to be closer to our plastic containers?

Yes! The plastic container project was huge, and I had to visit the factory every few days to make sure that everything was going according to plan. I ended up relocating back to my old village, Bolu, for a year so that I could be closer to the factory.

Own-brand products are very important at JJ – we have a great reputation for quality and there are many more exciting opportunities just around the corner.

This year's big project for us was the launch of Tabaki Extra Virgin olive oil. Mustafa’s family has been making olive oil since he was a boy. Tabaki was his grandfather’s name so the oil has great heritage behind it. Tabaki has been a huge success.

Even though I left JJ to go to Turkey, I still feel like I’m part of the JJ family. I am not an ordinary supplier.

What was it like working with our CEO Mustafa Kiamil?

I was proud when Mustafa asked me to get involved in these projects. He has visited Turkey many times and we have travelled to visit many factories together.

I saw it as a great opportunity to be working so closely with Mustafa, he is a great role model for people in business. It is a blessing to know him and work with him.

If you meet someone with the same level of wealth in Turkey, you will have to speak to their secretary before you can speak with them! But Mustafa is not like that.

He makes me a coffee whenever I come to see him, and he treats me like part of the family. He has always been there for me.

Money is great but if you don’t like what you are doing, what is money going to achieve? Mustafa makes me feel valued.

So, any plans for the future?

I am excited about the future – three years ago I would never have believed what I am doing now with these big JJ own brand projects. Every time I take on a new one, it makes me feel even happier. I’m always learning new things every day and broadening my network. We have another big launch coming soon, keep your eyes on the own-brand range!

Visit JJ Foodservice Own Brand page.