Serendib Flour Mills celebrates 10 years of nourishing the nation

Serendib Flour Mills strives to enhance the wheat flour industry, provide optimal nourishment and increase quality of life of all Sri Lankans

A part of the Dubai-based Al Ghurair Group, Serendib Flour Mills (SFML) celebrated 10 years since the launch of its 7 Star wheat flour products in the Sri Lankan market in 2018. For a decade, the company has remained dedicated to nourishing the nation by providing wholesome, nutritious and versatile flour products used in bakeries, hotels, restaurants, cafés, homes and factories around the island. With an ongoing commitment to unwavering quality, as well as running a sustainable and environmentally friendly operation, the manufacturing of ‘7 Star’ wheat flour is done in adherence to world-class protocols and regulations.

SFML has also made a considerable effort to give back to local communities and uplift the baking industry by supporting a range of CSR and vocational training programmes. Today, SFML supplies the local market with 12 varieties of wheat flour including fortified flour with iron and folic acid. Built on the values of purity, innovation, quality, freshness, expertise, service and trust, the “7 Star” range of flour plays an integral role in nourishing Sri Lankans from all walks of life. Commenting on the company’s milestone anniversary, Chief Executive Officer Mohamed Riyal stated, “We are pleased to see how the ‘7 Star’ range of flour has become a staple across households and industries throughout the nation. We are honoured to celebrate this milestone anniversary, and would like to thank our valued customers and partners for being an important part of our success story. Our ‘ 7 Star” values have served as a solid foundation for our operations, and going forward, we shall commit ourselves to offer the finest selection of high-quality wheat flour products to all Sri Lankans.

Our ‘ 7 Star” values have served as a solid foundation for our operations, and going forward, we shall commit ourselves to offer the finest selection of highquality wheat flour products to all Sri Lankans

The company’s journey in Sri Lanka started in 2008, when its state-of-the-art milling facility was set up. Located at the Colombo Port, the facility today mills thousands of tonnes of wheat using the latest Swiss Buhler technology and engineering. Under the guidance of fifth generation miller Mark Healing, SFML has managed to set up one of the most robust and efficient milling operations in the region that is run in alignment with the highest global standards. The company first introduced B2B products such as the flagship Bakers flour 50kg and in 2012 expanded the range to enter the retail market with the launch of All Purpose Flour etc. in 1Kg format.

As its next chapter of growth, SFML focused on creating greater brand awareness and communicating the USPs of its products as part of a strategic marketing and communications plan. In 2013, a social media campaign was initiated, and in 2014, the company marked a significant turnaround, recording significant volume growth. In the same year, SFML set up its first regional warehouse, enabling the company to expand its distribution network.

In 2017, SFML was awarded ‘B2B Brand of the Year’ at the SLIM Brand Excellence Awards. The company was also the very first in the country to receive SLS Certification for wheat flour. In 2018, SFML inaugurated an additional mill, enhancing its production capacity by 50%. As sales continued to rise, members of the ‘7 Star’ sales force were recognised at the SLIM Nasco Awards, and a Regional Manager and Area Sales Executive went on to receive Bronze awards in the Corporate Sales category. Going forward, SFML will continue to grow and evolve, as part of its long-term goal to be the most loved and preferred wheat flour brand in the country.