Interview: Cemalettin Kanaş

Smart automation is no longer a competitive advantage, it is the baseline. What separates truly high-performing feed mills today is not whether they have automated, but how deeply they understand, own, and integrate what they have built.

Automation has moved from a competitive edge to an operational necessity in feed production. But the real question facing the industry is this: how does a mill bridge the gap between simply having automation and truly understanding and owning it?

We sat down with Ali Magboul, founder of ASM Process Automation, a familiar face at international trade shows, known for his energetic and engaging presence. Drawing on years of experience in some of the Middle East's most demanding industrial environments, Magboul has been pursuing that answer on the ground since 2007, challenging the assumptions the industry has long taken for granted.

Ali Magboul, CEO, ASM Process Automation

"We don't deliver black-box systems, we build ownership," he says. And that single line perhaps best captures the philosophy behind everything ASM does. We spoke with Magboul about hidden production losses, the strategic mistakes mills make when starting their digitalization journey, predictive maintenance, resilience against raw material volatility, and what the smart feed mill of the future will actually look like. 

Mr. Magboul, could you briefly introduce yourself and ASM Process Automation, and explain the core philosophy behind your approach to feed mill automation?

I hold a Bachelor of Science (BSc) degree in Automation Engineering from King Fahd University of Petroleum and Minerals (KFUPM), Dhahran, Saudi Arabia. Throughout my career, I have believed that technology alone is never enough, true success comes from passion, purpose, and commitment to creating real value. 

In 2007, I founded my own company with a clear vision: to challenge the traditional perception of automation as a complex “black box.” My mission has always been to make automation transparent, open, and understandable, empowering industries and people to take ownership of their systems, innovate confidently, and achieve sustainable growth.

What differentiates ASM Process Automation’s methodology from conventional system integrators working in feed and grain facilities?

At ASM Process Automation, the difference is simple: we don’t deliver black-box systems, we build ownership. We standardize on Siemens platforms to ensure reliability and long-term scalability. But technology alone is not the differentiator. We design systems that are simple for operators to run and fully transparent for maintenance teams to understand.

Our goal is empowerment. We train, document, and collaborate closely with plant teams so they can modify, expand, and improve their systems without dependency or fear.

We don’t just integrate automation, we build confidence inside the factory.

From your field experience, where do you see the most critical structural inefficiencies in today’s feed mills?

From an automation and digitalization perspective, the main inefficiencies in today’s feed mills come from fragmented systems and lack of data integration. Many plants operate with isolated automation platforms, limited real-time visibility, and manual data handling, which prevents optimization across production, energy, and quality.

In addition, complex or “black-box” systems create dependency, making maintenance and future modifications difficult. Without transparent dashboards and connected analytics, operators and management cannot clearly identify losses, downtime causes, or energy inefficiencies.

In short, the biggest gap is the absence of integrated, open, and data-driven automation connecting operations, maintenance, and management.

HIDDEN COSTS: THE LOSSES FEED MILLS FAIL TO SEE

In practical terms, which stages of feed production tend to generate the highest hidden losses, and why are they often overlooked?

The highest hidden losses usually occur in batching, grinding, pelleting, and rework handling, where small inefficiencies accumulate over time without being clearly visible. They are often overlooked because most plants measure success by total tons produced, not by true performance indicators.

Limited monitoring of yield variance, specific energy consumption per ton, steam and conditioning efficiency, micro-dosing accuracy, and real downtime root causes means deviations are accepted as normal operation. Without integrated digital dashboards and real-time analytics, these losses remain invisible within daily production results.

How can modern control systems improve formulation accuracy while managing raw material variability without increasing operational complexity?

The most important thing is to keep operation simple and clear. You cannot make daily work complicated for operators. Automation should support them, not create difficulties.

First, you need an advanced batching system that can weigh accurately, measure correctly, and discharge ingredients precisely. Accuracy starts from good measurement.

Second, raw material variability must be managed automatically. Changes in moisture, density, or quality should be adapted through integration between lab results, batching data, and automation control.

When the control system is connected with ERP and formulation software, recipes stay updated and production adjusts automatically. The complexity stays inside the control system, while operators see a simple and clear interface from the top level.

In short, full integration makes production accurate and stable without making operation more difficult. 

STARTING ON THE WRONG FOOT: STRATEGIC MISTAKES IN DIGITALIZATION

When mills begin their digitalization journey, what are the most common strategic or technical mistakes you observe?

The most common mistake when starting a digitalization journey is trying to build it from the top down instead of from the bottom up. Many mills begin with ERP or SAP systems before connecting the plant itself. Real digitalization must start by connecting sensors, PLC platforms, and the full OT (operational technology) industrial network. Without this transparency and integration at the shop-floor level, digitalization cannot succeed.

What we often see is management dashboards built using manually entered Excel data. Operators input information just to create reports, but this is not real digitalization because the data is not coming directly from the process.

Without real-time, reliable data, proper analysis is impossible. And without analysis, you cannot move to the next important step, AI optimization and predictive performance, where future production results can be predicted and improved based on live operational data.

In short, digitalization must start from connected operations, not management software. 

THE NUMBERS BEHIND AUTOMATION: READING ROI THE RIGHT WAY

How should feed mill investors evaluate the return on automation investments, and what kind of measurable payback period is realistically achievable?

Feed mill investors should not evaluate automation only by looking at the cost of the control system itself. The real value of automation is the operational visibility it creates. A modern control system gives you “eyes” into areas that were previously impossible to clearly see, small formulation deviations, hidden energy losses, micro-dosing inaccuracies, steam inefficiencies, minor downtime causes, and yield variations. These details are usually too complex and too hidden to track manually.

Once these hidden factors become visible through real-time monitoring and structured data, they can be controlled and optimized. This leads to measurable improvements in:

• Yield and raw material savings
• Energy consumption per ton
• Reduced downtime
• Lower rework and waste
• Faster troubleshooting
• Reduced dependency on external support

When measured properly, especially cost per ton and energy per ton, automation investments in feed mills typically achieve a realistic payback period of 12 to 24 months, depending on plant size and current inefficiencies. In high-loss environments, the payback can be even faster.

Automation is not just a control system cost. It is a visibility and performance tool that transforms hidden losses into measurable profit.

In import-dependent and price-volatile markets such as the Middle East, how does automation strengthen resilience against raw material price swings and supply chain disruptions?

In markets like the Middle East, where raw materials are mostly imported and prices change quickly, automation helps feed mills become more stable and flexible.

First, accurate batching and formulation control reduce overuse of expensive ingredients. Even small savings per batch make a big difference when prices increase.

Second, automation allows mills to quickly change recipes or replace ingredients based on availability or market price, while keeping feed quality consistent.

Third, connected systems give real-time visibility of stock levels and production, helping management plan purchases better and avoid shortages.

Automation also improves energy efficiency and reduces downtime, which helps control cost per ton when raw material prices are high. In simple terms, automation helps mills waste less, react faster to market changes, and keep production stable during supply or price disruptions.

Beyond efficiency, how can automation systems support traceability and feed safety while keeping plant operations manageable?

Automation systems support traceability and feed safety by recording everything automatically, without adding extra work for operators.

First, every batch can be tracked, from raw material intake, batching, grinding, pelleting, and packing, including ingredient source, quantities used, production time, and operator actions. If there is a quality issue, the mill can quickly identify which batch or material was affected.

Second, automation helps prevent mistakes through recipe control and access management. Operators cannot accidentally change formulations or use the wrong ingredients, which protects feed quality and compliance.

Third, alarms and monitoring systems detect problems such as temperature, contamination risks, or equipment failures early, helping avoid unsafe production.

Most importantly, all this happens automatically in the background. Operators continue working with a simple and clear interface, while the system manages data recording and safety checks.

In short, automation improves traceability and feed safety by making information reliable and transparent, without making plant operation more complicated.

Have you observed measurable improvements through predictive maintenance applications in feed or grain facilities?

By using real-time data from motors, temperature sensors, vibration monitoring, and current analysis, mills can detect early signs of wear in pellet mills, grinders, conveyors, and bucket elevators before failure happens.

The measurable improvements typically include:

• Reduced unplanned downtime
• Lower maintenance costs (repair instead of major replacement)
• Longer equipment lifetime
• Better production stability
• Improved safety 

Instead of reacting after a breakdown, the plant moves to planned intervention based on data trends. Even preventing one major pellet mill or grinder failure can justify the investment.

In practical terms, predictive maintenance usually reduces unexpected breakdowns by 20–40%, depending on the plant’s starting condition and monitoring level. In simple words, predictive maintenance turns maintenance from reactive to proactive, improving reliability, reducing risk, and protecting production continuity.

How is increasing automation reshaping workforce requirements and skill profiles within modern feed plants?

Automation is never meant to eliminate manpower. Its real purpose is to upgrade the workforce, making teams more skilled, more capable, and more efficient. Operators move from manual control to process understanding and system supervision. Instead of reacting to problems, they monitor dashboards, alarms, and performance indicators.

Maintenance teams also evolve. They need stronger knowledge in automation systems, industrial networks, sensors, and diagnostics, not only mechanical repair. Troubleshooting becomes faster and based on real data. Automation reduces repetitive manual tasks and human errors, allowing teams to focus on quality, optimization, and performance improvement. Training and knowledge transfer become essential. When systems are transparent and well-documented, plant teams gain ownership instead of depending on external support.

In short, modern automation does not replace people, it develops them. It transforms manpower into skilled technical professionals who drive plant performance and stability. 

THE FEED MILL OF TOMORROW: DEFINING WHAT SMART REALLY MEANS

Looking ahead, what will truly differentiate a “smart” feed mill from a conventional automated plant?

Today, automation alone does not make a plant smart. Automation is no longer an extra feature, it has become a normal and essential part of any modern process plant. What truly differentiates a smart feed mill is integration, transparency, and connectivity. 

A smart plant has a strong and reliable industrial network where sensors, machines, PLC systems, quality data, and management systems are all connected together. Information flows in real time across operations, maintenance, and management. This level of transparency allows better decisions, faster troubleshooting, and continuous optimization. In short, a smart feed mill is not defined by automation itself, but by how well everything is connected, visible, and working together as one integrated ecosystem.