Serendib Flour Mills celebrates 7 years of nourishing the nation

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 the highly 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. 

With nearly 30 years of experience as a food manufacturing business, Al Ghurair Foods has developed strong foundations and expertise, providing products that exceed consumer expectations. Serendib Flour Mills has prioritised building strong relationships with its customers and has identified the specific needs of the industry. 

SFML works closely with organisations such as the All Ceylon Bakery Owners’ Association of Sri Lanka and conducts technical workshops to connect bakers across the island with a variety of flour products.

SFML not only provides premium quality products and adheres to the high standards, but also has the latest technology available to innovate and develop new varieties of flour. The B2B product range consists of Baker’s Flour, Rotti Flour, Household Flour, Biscuit Flour, Noodle Flour, Wholemeal Flour, and Semolina which are available in 25 kg and 50 kg packs.

The retail range comprises All Purpose Wheat Flour, Wholemeal Flour, and Atta Flour, which is available in one kg and half kg packs.  Additionally, the Atta and Wholemeal varieties of flour provide businesses and homes, with a healthier option, that can be used to create a variety of wholesome and delicious dishes.

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 customised Rotti Flour product, appealing to Sri Lankan eateries and hotels. In March 2013, it launched Sri Lanka’s first-ever specialised 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 seventh 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. Since the start of our journey, we have always tried to become the number one producer of wheat flour in Sri Lanka and ultimately the preferred flour supplier to international markets. 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. 

Serendib Flour Mills is of the leading flour mills in Sri Lanka and is a joint venture between Al Ghurair Foods (AGF) and Emirates Trading Agency (ETA). The company’s ‘7 Star’ brand of flour has been nourishing the nation for seven years and embodies purity, innovation, quality, freshness, expertise, service and trust. 

Serendib Flour Mills is committed to becoming the number one producer of wheat flour in Sri Lanka and the preferred flour supplier in international markets. Serendib Flour Mills launched operations with a state-of-the-art single-line capacity wheat flour mill in the Port of Colombo on 26 May 2008. 

Serendib Flour Mills has developed and implemented an integrated management system (IMS) based on ISO 9001:2008, ISO 14001:2004, BS OHSAS 18001:2007 and ISO 22000:2005 requirements. The system complies with applicable laws and regulations, international standards and codes, and best manufacturing practices in the areas of quality, environment, occupational health and safety and food safety.