HEALTH AND WELLNESS… VS INDULGENCE
One of the most powerful trends in the foods industry over the past few years has been the consumer preference for products that promote health and wellness. Consumers are increasingly trying to eat healthier and consume foods with higher-quality ingredients.
How has Serendib Flour Mills contributed to nourishing the nation in its years of operation?
Prior to our launch in 2008, there was an absolute monopoly in the wheat flour market in Sri Lanka. As a result, customers and consumers did not get the best quality wheat flour products or services. However, with the launch of Serendib Flour Mills’ 7 Star wheat flour, the situation changed for the better. The industry had to increase quality and service levels, and stabilize price levels, to meet the benchmark set by Serendib Flour Mills. We segmented the market and launched specific wheat flour products to suit each of these segments, such as bakers’ flour for the bakery industry, rotti flour for eateries and household flour for home use. In addition, we launched health products such as wholemeal flour for health-conscious consumers, and fortified flour (i.e. with iron and folic acid) for children with iron deficiencies and folic acid for pregnant mothers. These are just some of the products and solutions that we have introduced to the market over years of operation.
Tell us about Serendib Flour Mills’ manufacturing process, certifications and factory environment.
We purchase the best wheat from best wheat producing countries like Canada, Australia, Russia and the US; and we use state-of-the-art Buhler machinery and technology from Switzerland in our milling operation. We have also employed Mark Healing, a fifth generation miller who’s probably the world’s most-experienced miller, to bring in the expertise to the milling process, and provide world-class wheat flour products for the local market.
Our processes are certified for ISO 9001: 2008, ISO 14001: 2004, BS OSHAS 18001:2007 and ISO 22000: 2005 – a testimony to the quality of our products. 7 Star is also the first wheat flour in Sri Lanka to receive the prestigious SLS certification.
Recently having reached full capacity, we invested in expanding our production capacity by another 500MT per day. This will enable an uninterrupted supply of high-quality wheat flour products for Sri Lankan consumers. In addition, the company has invested in warehousing facilities in Kandy, Kurunegala, Vavuniya, Ambalangoda and Colombo to hold buffer stocks of wheat flour to deliver according to customer requirements within the shortest possible time.
SOCIAL IMPACT AND TRANSPARENCY
Consumers are also showing higher loyalty to companies that uphold transparency, in terms of how they perform when it comes to sustainability and corporate social responsibility. Food decisions are increasingly being based on where, how and by whom the products are made, grown and raised.
What is Serendib Flour Mills’ involvement in CSR?
Monthly, we touch the lives of over 3,000 children and adults in homes and orphanages in Colombo as well as outstation, in cities as far as Jaffna, by providing their wheat flour requirement free of charge. In addition, we have donated a bus to the Deaf School of Ratmalana.
On an annual basis, we celebrate International Women’s Day by conducting workshops to encourage woman entrepreneurs in their business activities, and International Children’s Day by hosting fun activities for the less fortunate Children. Last year, we also sponsored a cricket tournament at the Blind School in Ratmalana.
What more can the company do to uphold standards in the industry?
Annually, we provide deserving bakers with interest-free loan schemes to purchase expensive bakery equipment. Many small bakers find it difficult to put down large cash payments for expensive machinery, and we hope to address this issue by providing loan schemes enabling them to purchase these equipment and thereby improve the bakery products and their revenues. On a monthly basis, we also conduct training programs islandwide to train bakery staff in new product development, troubleshooting, hygiene standards, costing and pricing. Through these activities, we hope to develop the industry further and ensure better quality products for customers.
AUTHENTICITY… NOT SCALE
Consumers choose preferred brands because they offer a strong connection to their community, a sense of authenticity and the promise of healthy ingredients.
What are some of the unique products Serendib Flour Mills provides its customers?
We are not just selling flour to our customers. Our primary objective is to increase the nourishment and thereby increase quality of life of all Sri Lankans. All of us at Serendib Flour Mills truly believe in this, which is the purpose of our business. We offer over 10 different varieties of wheat flour products for customers – including Bakers Flour for the bakery industry, Rotti Flour for eateries and restaurateurs, Household Flour, Chakki Atta for Indian delicacies, Noodle Flour, Biscuit Flour, Semolina, Wholemeal flour, etc.
What are some of the stringent policies and quality control processes in place at Serendib Flour Mills?
Prior to purchasing wheat, we obtain samples to carry out laboratory tests to check quality levels such as gluten levels, protein, water absorption, etc. In addition, once the wheat arrives in Sri Lanka, we conduct another series of tests to ascertain the suitability of the wheat, including test baking. Prior to releasing every batch of wheat flour, another round of test baking is done to ensure that only the best wheat flour is released to the market.
What milestones has Serendib Flour Mills achieved in the industry that cement its position as the number one producer of wheat flour products in Sri Lanka?
Just over a year ago, 7 Star wheat flour was awarded the B2B Brand of the Year at the SLIM Brand Excellence conducted by the Sri Lanka Institute of Marketing. This was the first time we competed in this competition, and the award was a testament to our hardwork and our efforts in nourishing the nation.
More recently, two of our sales personnel were recognized by the SLIM National Sales Congress (NASCO) for their excellent contribution in sales achievements. These are good testaments to say that we are among the best in the industry.