CBL holds annual Distributor Convention and Star Awards 2016

Kelum Ratnayake, CBL Star of 2015/16, receiving the award from CBL Group Managing Director Sheamalee Wickramasingha, flanked by Director/Group General Manager – Sales I.M. Khan and Group Director/ Head of Sales and Marketing Nandana Wickramage

C. Kumarage, Proprietor of Sumanasekara Stores, CBL’s Distributor in Homagama, receiving the Gold Award for Longstanding Service from CBL Group Managing Director Sheamalee Wickramasingha

Ceylon Biscuits Ltd. (CBL), the country’s largest FMCG conglomerate in food manufacturing, held its annual Distributor Convention and Star Awards 2016 at The Eagles’ Lakeside in Attidiya recently. The event was well attended by a large gathering including the Board of Directors, field sales personnel, distributors from all around the island, business partners, representatives from overseas subsidiaries and CBL senior managers and executives.

The event sought to reward the CBL sales force and distributors for their contribution towards the growth of the company and for achieving the challenging sales targets for the year. Dealers who have been distributing CBL products for many years were also felicitated at the event, while staff promotions for the last financial year were also announced.

Another significant item on the agenda was the launch of the CBL theme for the year 2016/17 – ‘The Next Level – Reach Higher,’ which will be the mantra for its employees to follow, in taking the company to even greater heights in the year to come.

Speaking at the event, CBL Group Managing Director Sheamalee Wickramasingha said: “Our success is really about our employees, suppliers and distributors and not just the brands we own. While most of the brands we own are leaders in their categories we are not content to remain where we are but to go to the next level as our theme for the year suggests. Our focus has been to have 100% Sri Lankan products that are natural, wholesome and nutritious. We continuously invest in research to always introduce new products that meet the demands of our consumers and society as a large.”

Under the Junior Star Awards 2015/16, which are held for field sales personnel who have been with the company for more than one year, and less than two years Priyanka Harsha Kumara was the winner, with Dhanushka Wijerathna being adjudged the 1st runner up and Namal Sumith Bandara being adjudged the 2nd runner up.

The highlight of the night was the Senior Star Awards 2015/16, which are held for field sales force members who have been with CBL for over two years. Kelum Ratnayake was adjudged the winner in the A Category, while Dhammika Wanigasinghe was declared the B Category winner with Anuruddha Balasooriya winning the C Category. 

Kelum Ratnayake was also adjudged prestigious CBL Star for the year 2015/16, the top honour of the night. As a special reward 34 top performers of the ‘Excellent Force’ (CBL’s sales team) won overseas tours for their outstanding performance during the last financial year. 

Long standing distributors who were also recognised were given medals based on their years of service to CBL. Distributors who have partnered with CBL for over 10 years were awarded Bronze medals, while 15-year-old partnerships were awarded Silver medals and C. Kumarage, proprietor of Sumanasekera  Stores Homagama who has partnered with the company for over 20 years as a distributor was presented with the Gold award.

At the convention, several product presentations were also made on CBL’s top brands and showcased the substantial growth made by these brands during the previous financial year while retaining their leadership position in their respective markets. Several new products including Munchee Sun Cracker  to support sales and marketing objectives were also launched at the CBL Distributor Convention and  Star Award Ceremony.