Serendib Flour Mills marks seven years of nourishing the nation

10 August 2015 04:22 am

Serendib Flour Mills (SFML) recently celebrated seven years of success since it first introduced its ‘7 Star’ range of wheat flour to the local market. 

SFML, a part of diversified Al Ghurair Company in Dubai, launched the ‘7 Star’ range of wheat flour in the local market, as part of its mission to produce and supply a variety of high quality wheat flour to Sri Lankan consumers. Seven years later, the company’s ‘7 Star’ range of flour has successfully evolved into a trusted brand, which plays an integral role in nourishing the nation. 

The company’s ‘7 Star’ brand encompasses seven core values: purity, innovation, quality, freshness, expertise, service, and trust. With a cutting edge flour mill located strategically in the port of Colombo, Serendib Flour Mills is able to ensure swift delivery and distribution. The facility has a large storage capacity, allowing ships from around the world to bring in wheat, which is then milled into high quality flour.

Throughout the years, the company has grown exponentially and achieved significant recognition for its high quality production of flour. Serendib Flour Mills has shown a willingness to adapt to the Sri Lankan market. In 2009, it introduced a customized Rotti Flour product, appealing to Sri Lankan eateries and hotels. In March 2013, it launched Sri Lanka’s first ever specialized Cake Flour. The mill has also received ISO 9001:2008, ISO 14001:2004, and ISO 22000:2005 which were awarded by Bureau Veritas, the most renowned food-related certifications in the world. The accreditation reaffirmed Serendib Flour Mill’s commitment to adhering to stringent processes and strict measures in order to ensure guaranteed quality. 

This year the company had a change in management, with the former CEO Sathak Abdul Kadar assuming a new role as the company’s Chairman, and with renowned international management professional Kevin O’Leary, joining to head the overall operations of the company as the new CEO. Whilst Sathak Abdul Kadar will oversee external stakeholder relations, Kevin O’Leary will focus on streamlining general management and operations whilst strengthening customer relationships and building the ‘7 Star’ and Serendib Flour Mills brands.

In 2015, the company also embarked on an island-wide CSR project, and is now providing orphanages across the country with free provisions of wheat flour. The provisions are used to bake bread and make other essential food items and support the nourishment of children in need.

On its 7th anniversary in Sri Lanka, Kevin O’Leary, CEO of Serendib Flour Mills said, “We are honoured to celebrate seven years of success in Sri Lanka. The ‘7 Star’ brand has become one of the country’s best loved flour brands and our retail and consumer networks are undergoing rapid growth. As we look forward to many more years of success, our team remains committed to delivering excellence and ensuring that the ‘7 Star’ range remains a beacon of quality in the local flour market.” 

As Serendib Flour Mills looks ahead to the future, the company remains committed to its ultimate goal of nourishing the nation, and is hoping to provide customers across Sri Lanka with access to a wider selection of nutritious, affordable and high quality flour products.