For over three decades, Norfolk Foods has carved its path in the Sri Lankan food industry, with its roots reaching back to a shared journey in food science and quality. Founded by husband-and-wife team Zari and Mohamed Ziauddin, who trained in microbiology and food technology in the UK, the company began as a blend of technical expertise and a dream to innovate. Their journey saw them working with industry giants like Unilever UK, gaining firsthand insights into world-class food quality and product development.
Returning to Sri Lanka in the early ’90s, they turned their vision into reality, establishing Norfolk Foods in 1994. Starting with specialized frozen foods, they introduced iconic products like the Mini Kievs and Kochchi Bites, revolutionizing local taste. Today, Norfolk Foods stands as a trusted brand, driven by a passionate team committed to quality and sustainability, and proudly representing Sri Lanka in global markets.
Can you give us an overview of the company and journey thus far?
Norfolk Foods’ journey spans over three decades, yet its roots go deeper. Driven by a shared passion for food science, my wife, Zari, and I moved to the UK to pursue further studies—she, in microbiology, and I in food technology. We gained hands-on experience as young professionals: I developed products at Unilever UK, and Zari led quality control and hygiene. This strong foundation, coupled with additional studies in management and economics, fueled our entrepreneurial aspirations.
In 1992, we returned to Sri Lanka, determined to build a business that embodied our expertise. Establishing Norfolk Foods in 1994, we faced numerous challenges, from cultural adjustments to financial strains. However, our integrity and dedication attracted supportive partners, including Universal Group of Maldives, Expo Lanka and CP Foods Thailand, a subsidiary of the Charoen Pokphand Group, a prominent Thai conglomerate recognized as one of the world’s leading seafood and poultry producers. Together, we scaled operations, navigated through economic trials, and even expanded globally. Today, Norfolk Foods is a leading name, resilient through challenges and committed to quality, innovation, and growth in the Sri Lankan food industry.
How did Norfolk Foods’ approach to introducing specialized frozen food transform the Sri Lankan market over the past 30 years?
Being responsible for pioneering further processes of poultry production in Europe I started working with Bernard Matthews UK in R&D, which opened my eyes to the possibilities in poultry processing and was fortunate to have the freedom to innovate, registering eight international patents. Driven by a vision, I helped develop unique products, including the Mini Kievs—now a well-loved item even in England. Bringing this expertise back to Sri Lanka, we introduced products like the Kochchi Bites, a customer favourite associated with Norfolk Foods. Adapting international techniques to local tastes, we’ve created iconic products with a Sri Lankan twist. From high-end hotels to everyday consumers, our items are trusted for quality and flavour. Our unique range of products produced using fully automated technology, without human contact, showcase our dedication to hygiene and efficiency. Importantly, our commitment to natural ingredients—free from artificial preservatives, flavouring, colourings, and MSG—has established trust, especially among parents seeking safe options for their children.
What key factors have sustained the long-term success and consumer trust in your Crescent product line amidst growing competition?
Our products, like Mini Kievs and Kochchi Bites, introduced a new level of innovation to Sri Lanka. We are committed to offering high-quality, wholesome, and halal options that cater to diverse needs—from children’s snacks, free of artificial ingredients, to custom items for high-end hotels. You would likely find our products in most Sri Lankan hotels and export markets.
Quality backed by strong customer service is our top priority. We work closely with industry giants to develop tailored products for varied tourist profiles. When customer feedback arises, we respond promptly, sending a manager to address any issues within hours. By learning from every interaction, we can improve continuously. This dedication to quality and customer satisfaction drives our long-term success and customer trust.
With innovation being a core element of Norfolk Foods, what drove the creation of Lean Mean Green, and how does it reflect changing consumer needs?
As consumer preferences evolve, we aim to create natural and authentic products and make Sri Lankan delicacies accessible globally. Our team explored various options, even studying meat-free products in Japan, but ultimately chose a different path. We aimed for something natural, delicious, and distinctly Sri Lankan, using local ingredients free from additives. This led to the creation of Lean Mean Green, a plant-based product launched at the 2023 International Food Exhibition in London, where it was met with incredible enthusiasm. Success continued in Germany, Thailand, and Saudi Arabia, where the product gained further acclaim. Demand is growing worldwide, from Australia to Canada, proving that our Sri Lankan-inspired, plant-based approach is resonating globally. We are excited to promote this unique offering internationally.
Under the next generation of leadership, how is Norfolk Foods positioning itself for the next growth phase?
The next phase of expansion is both exciting and challenging, led by our daughter Ameena Ziauddin, President of Norfolk Foods. With a Bachelor’s degree with Honours in Manufacturing Engineering and Management and a Master’s in Food Production Management, both from the University of Nottingham, Ameena brings a wealth of expertise to her role. She is also a Chartered Global Management Accountant (CGMA, FCMA UK) and has honed her skills through internships at leading brands such as Walmart, Bernard Matthews UK, and the Colombo Hilton. Her leadership, fortified by a solid educational background and industry experience, positions Norfolk Foods for continued innovation and growth.
Growth will come from organic expansion, both domestically and in exports, alongside international partnerships. We are establishing our brand globally, and market research is underway. Major supermarket chains, like Lulu in Dubai, have praised our unique products, which drives us to keep building our presence abroad.
In India, we have set up a second factory as a joint venture partnership with CPF Thailand, tapping into a market that is 65 times larger than Sri Lanka. A young, well-trained team leads our efforts, and future leadership programmes are in place to ensure sustainable growth. Though we remain involved, we are transitioning responsibilities to this capable next generation.
What are your priorities for adapting to industry shifts and staying competitive?
Our approach centres on adapting to trends and evolving with the market. We are committed to learning, investing where it matters, and listening to new perspectives. Recently, our team held a strategy session, and these meetings—whether formal or informal—are essential for staying aligned with our goals.
Our team brings a wealth of expertise; collectively, we have decades of specialized experience in quality control, food technology, and marketing, all while maintaining a highly professional environment. Although Norfolk is family-led, our structure is formal: we prioritize growth, continuous learning, and results.
We have achieved milestones, from celebrating our first million to generating billions, and are focused on becoming a top food provider in Asia. Competing with industry giants, we are confident our quality and service will help us expand. With optimism for Sri Lanka’s future, we are ready to make our mark.