STAR Rtn. Sinan Batur: How He Turned His Passion for Good Food into Business

It has always been about good food—from his younger years in Istanbul to the time he moved to the Philippines and ventured into the restaurant and food industry. In this interview, STAR Rtn. Sinan shares how his childhood love for good food has blossomed into a passionate business—offering authentic, quality Mediterranean ingredients to the Filipino market. He also shares some business secrets—the key to sourcing quality products and how S&L Fine Foods became one of the most highly regarded fine food importers and distributors in the country. On a lighter note, discover what Filipino food does this Turkish gastronome indulges in, and what does he enjoy doing during his free time (besides cooking).

Rhea Vitto Tabora (RVT): Please share how did you get into the food industry.

Sinan Batur (SB): Growing up in Istanbul, where good food was a big part of my lifestyle, I wanted to bring the authentic Mediterranean taste to Manila. In early 2000, I ventured into the restaurant business. Over the years, I saw the need for quality and reasonably priced Mediterranean ingredients. We started with four core ingredients in Mediterranean cooking – extra virgin olive oil and tomato products. We eventually widened our portfolio and expanded our product range to meat, cheese, cold cuts, wine, and pantry essentials.

RVT: How did you grow S & L Fine Foods to become one of the most reputable importers and distributors of fine foods in the Philippines?

SB: S & L Fine Foods, Inc. is known as the only importer and wholesaler that has a one-price policy. Whether it's a big chain, an SME or a home-based business, we provide the same specialized level of service to every client. We are very sensitive, flexible, and accommodating to the needs of our clients. We listen and go the extra mile to make sure that our clients grow their business because we know that their success is tied to ours.

RVT: How do you source your products to ensure its quality?

SB: I immerse myself in the local food scene during my travels while looking for new ideas and products. Understanding the authentic taste and usage of products is key to sourcing products. I make sure that I believe in the brands and products that I procure. For me, price is secondary. Quality is primary.

RVT: What's a piece of advice or feedback you received that had the biggest impact on your business?

SB: Never compromise quality over price and quantity. Although the Filipino market is generally price sensitive, we have to recognize the fact that they are a sophisticated market. They are well-traveled, educated, and open-minded. We have to constantly be on the lookout for what's new in the industry to cope with their needs.

RVT: What experiences do you feel shaped you the most as an entrepreneur?

SB: I dabbled into different businesses in the past, from high-end jewelry, fashion, restaurants to food. The mistakes that I experienced shaped me into who I am today. I believe that failures make an entrepreneur stronger and wiser. We should always treat mistakes as a learning experience.

RVT: Who has had the biggest influence in your life and why?

SB: I started working during my teen years at the Grand Bazaar, selling merchandise to tourists. Being exposed to homegrown entrepreneurs and customers from all over the world at a very young age has inspired me to persevere and widen my horizon.

RVT: Looking back at your life thus far, what are you most proud of?

SB: I am very proud of my family. Family always comes first for me. They are my purpose in life and my source of happiness.

RVT: What do you enjoy doing most with your free time?

SB: Good food has always been my passion. I enjoy cooking Turkish food for my close friends. Most of all, I enjoy traveling overseas with my family and exploring new places and cultures.

RVT: Please share something about yourself that your fellow Rotarians might not readily know.

SB: I have been living in the Philippines for nearly 25 years, so I feel like I am half-Filipino. I love wearing the barong and indulge in my favorite Filipino food, like ube, sinigang and pancit.

RVT: What inspired you to join the Rotary Club of Manila? How would you describe your experience with the Club so far?

SB: I like being part of a business community with like-minded people. Being around Rotary Club Members invigorates and enriches me.