Friday, 9 August 2013 00:00
SAFA launches range of Sri Lankan fruit juices
The Hassani Group of Companies in Dubai launched its operations in Sri Lanka under their global brand name SAFA, by partnering with Hayley’s Agriculture for franchised manufacturing and East West Marketing to market and distribute a range of its manufactured food categories such as juices, pasta, sauces, mayonnaises, tomato paste and many more.
The limelight of the launch was the unavailing of SAFA range fruit juices which was held at The Kingsbury, Colombo. The chief guest of honour was the legendary Muttiah Muralidaran and was well attended by dignified personalities including Mahmood Hassani – Managing Director of Hassani group’s international arm, Mathivanan – Managing Director of East West Marketing, Charaka Perera – Head of Business – Asia, EU and US continents, Ananda Pathirage – CEO of HJS Condiments, a subsidiary of Hayley’s Agriculture and Sumith De Silva – General Manger of East West Marketing, in addition to other special invitees, journalists, Hayleys’ manufacturing team and the entire marketing and sales force of East West Marketing.
Mathivanan, when delivering the welcome speech, emphasised the confidence he had in what he predicted would be truly a winning partnership between the Hassani Group, Hayleys and EWM. Hassani, while addressing the gathering said he was very passionate about creating this simple business model which would directly benefit Sri Lankan fruit farmers.
Charaka Perera, Head of business – Asia, EU and US, delivering the keynote address thanked Muttiah Muralidaran for setting an example to the entire world as to how a life can be converted into a miracle by just focusing one’s core strengths in life. “The greatest pleasure in life is doing what people say you cannot do,” he said and extended his thanks to Murali for his presence, which he said, was “truly a motivation for all of us today.”
Perera, explaining the group’s strategy, added: “Our strength lies in protecting the value chain in return to give our valued customers the best prices with a guaranteed assurance in quality. Our philosophy lies in sustainable partnerships with absolute transparency with business ethics. Our strategy revolves around hunting for golden handshakes around the globe which will eventually create win-win business models to cater to diversified tailor-made market needs.”
Explaining the partnership, Perera said: “With this passion in us, we met Mathivanan, a true gentlemen and an entrepreneur who has created a wonderful company named East West Marketing. Without doubt, this strength motivated us to assign EWM as our exclusive partner to market and distribute a range of our manufactured brands. SAFA’s range of sauces and tomato paste produced using our own harvested tomatoes from our own farms, our own SAFA mayonnaise, UAE’s number one Alkhaleejia pasta, spaghetti range and the SAFA fruit juice ranges are few shortlisted categories that consumers in Sri Lanka will see available soon.”