March 19, 2024
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2min

19th March 2024: With a strong sales force coupled with technical experts, Serendib Flour Mills (SFML), driven with the purpose of nourishing the nation is committed to upskilling their sales force’s technical competencies.

By transforming its sales representatives into flour experts, SFML is reinforcing an assurance of delivering exceptional customer service and support.

 



 

SFML’s initiative aligns with the company’s mission of driving a culture of continuous learning and growth. By investing and empowering in the technical upskilling of the workforce, SFML aims to stay ahead of industry trends, ensuring customers receive the highest level of service and expertise, while delivering superior products.

Through regular training based on theory and practical sessions, the sales team is undergoing a comprehensive training program, equipping them with in-depth knowledge, and enhancing expertise in the art and science of baking to excel in their roles.

Upon completing the training program, the sales force members will be awarded certificates of completion. Notably, the recognition further reinforces the sales force’s dedication to professional growth and development.

 



 


February 28, 2024
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7min

28th February 2024: Serendib Flour Mills (SFML) commenced commercial operations in 2008 and for over 15 years has been driven by unwavering efforts to uplift the standard of living of all Sri Lankans with the finest wheat flour products, combining technological excellence and superior after sales service. True to its purpose of nourishing the nation, SFML has positively transformed Sri Lanka’s wider food ecosystem elevating standards in the country’s bakery and food industry and improved the quality of life across the country.

As part of fulfilling its purpose, SFML has implemented robust food security measures to always guarantee an uninterrupted supply of wheat flour. Furthermore, the company manages five (05) regional warehouses at strategic locations in Sri Lanka stocking substantial quantity of wheat flour at any given time for easy market access for distributors, preventing any foreseeable delays in reaching customers, and affirming food security.

 



 

Prior to Serendib Flour Mills entering the market there were only one or two varieties of wheat flour available. However, with the advent of Serendib they segmented and developed specific products to suit each market niche. ‘Bakers Flour’ was developed with hard wheat to provide better oven spring for the bakery industry. Similarly, ‘Rotti Flour’ was formulated with low to medium gluten content but with high elasticity properties.

Continuing its commitment to elevate the bakery industry, SFML recently introduced a range of value-added products such as ‘Premium Bakery Flour’. With the new premium flour, bakeries can deliver a superior loaf of bread to its customers thus delivering quality and value.

As of today, Serendib boasts of over 20 different flour varieties specially crafted for various segments. Each variety is prepared according to specific product specifications tailored to meet application requirement. Parameters such as protein content, gluten levels, and water absorption etc vary from one product to another to suit diverse applications. Theses varieties include recently launched Premium Bakers Flour, Bakers, Rotti, All Purpose, Household Flour, Noodle Flour, Biscuit Flour, Chakki Atta, Wholemeal Flour, Fibre Plus, Semolina, Cake Flour etc.

Driving widespread impact, SFML has collaborated to enrich the entire bakery industry value chain by working closely with partners such as AB Mauri. AB Mauri is a well-respected bakery ingredients company, and it is advantageous to build partnerships with such firms for ongoing skill development initiatives. The synergy aims to enhance bakery product quality and revenue. As a result, customers today receive a premium product.

With the understanding that the estate community in Sri Lanka needs better nutrition, Serendib Flour Mills and the Planation Human Development Trust developed a fortified flour known as ‘Serendib Adi Shakthi’. Enriched with iron, folic acid and vitamin B12, the new product is aligned to SFML’s purpose of ‘Nourishing the Nation’. Addressing the long-standing dietary issue among the plantation communities Serendib Adi Shakthi aims to make a meaningful difference in their lives.

Recognizing the high prevalence of non-communicable diseases (NCDs) in Sri Lanka, Serendib recently launched a new wheat flour named ‘7 Star Fibre Plus’ to help address the issue. It is reported that NCD’s account for over 80% of all deaths in Sri Lanka. 7 Star Fibre Plus contains 3% dietary fibre, iron and folic acid and provides 10% of the body’s daily fibre needs. This in turn assists in maintaining bowel health, lowering cholesterol and blood sugar levels, and achieving a healthy weight. Overall, Fibre plus helps individuals live longer by combatting NCD risk factors.

Apart from commercial endeavours, Serendib also prioritizes the wellbeing of its people. Serendib undertook the initiative to facilitate elderly people to witness the Annual Kandy Dalada perahera. Titled Serendib Uthama Dalada 2023, Serendib organized over 100 elderly people from over 4 elders homes located in Central and Northwestern provinces to witness the majestic event. SFML ensured all facilities such as transport, food, seating arrangements etc were provided for these elders to witness the perahera in comfort.

Similarly, during the height of Covid, Serendib embarked on a journey to supply wheat flour for over 1,000 families in the Chilaw district at a time when curfew was in place and people were deprived of their daily incomes. The program was titled ‘7 Star Manusathkara’ aimed to nourish the vulnerable sections of society. On the same lines over 2,500 flood effected families in Kinniya and Kalmunai areas were provided with their wheat flour requirements during the recent floods in these regions earlier this year.

In another initiative to nourish the environment, Serendib delivered wheat flour in bulk tankers and stored in silos for key its customers. The initiative resulted in the reduction of land fill as no PP bags were used to pack flour and less energy and storage space used thus contributing to the environmental sustainability. Vijay Sharma, CEO Serendib Flour Mills stated, “Since our founding, SFML’s purpose has been to nourish Sri Lankan families with essential, quality wheat flour while raising industry standards. We have persevered despite challenges in fulfilling our purpose – through production consistency, food security measures and nutritious offerings. As we commemorate 15 years, we celebrate the milestone and thank our partners and customers for their trust. We remain committed to enriching our nation’s sustenance further and to continue nourishing Sri Lankan families.”

 



 


February 19, 2024
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3min

19th February 2024: Serendib Flour Mills, fuelled with the purpose of nourishing the nation, launched its new ‘Serendib Adhi Shakthi Fortified Wheat Flour’ – a micronutrient-fortified wheat flour exclusively aimed at plantation communities in Kandy recently.

Introduced in November last year, the new Serendib Adhi Shakthi flour contains essential nutrients such as Iron, Folic Acid, and Vitamin B12, and is tailored to meet the nutritional needs of estate communities, mainly to address key nutritional deficiencies and the rising incidence of Non-Communicable Diseases (NCDs).

 



 

Serendib Flour Mills working in collaboration with the Plantation Human Development Trust (PHDT), launched the product at the Golden Crown Hotel, Kandy amidst a distinguished presence of guests including PHDT Chairman Barath Arulsamy, Director General Lal Perera and Mahesh Wanigasuriya Regional Director Kandy. Serendib Flour Mills’ top leadership, comprising CEO Vijay Sharma, CFO Suresh Murugesu, Kalinga Wijesekara, Director Brand and Corporate Communication and other team members were also present at the ceremony.

The colourful event included captivating dance performances and symbolized a significant step towards community enrichment and nourishment marking a key milestone in the region of Kandy.

With the introduction in Kandy, estates in surrounding areas such as Gampola, Matale, Nawalapitiya, and Pussellawa regions will have the opportunity of obtaining Serendib Adi Shakthi Fortified wheat flour, empowering communities with access to a vital source of nutrition and wellness.

The initiative is a testament to Serendib Flour Mills’ dedication to nourishing communities and fostering moments of celebration, demonstrating the company’s commitment to addressing health challenges and promoting wellbeing within the Sri Lankan Estate community.

 



 


January 22, 2024
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3min

22nd January 2024: The Serendib Adhi Shakthi Kolam Competition, a showcase of artistic flair held during the Pongal celebrations was hosted by Serendib Flour Mills to illuminate the harvest festival, specifically across plantation communities.

 



 

The event, a collaboration between Serendib Flour Mills and the Plantation Human Development Trust (PHDT) was themed ‘Celebrating Thai Pongal in the Plantation Sector’ and aimed to highlight the estate culture around the important Tamil harvest celebration marked by family, food, and festivities.

The event took place at the Radella Cricket Club in Nuwaraeliya and the PHDT Training Center in Hatton. Over 200 women from estate-based organizations showcased their artistic talents by designing beautiful and colourful ‘Kolam’ floor art incorporating Serendib’s ‘Adi Shakthi’ brand name; Serendib Flour Mills new Fortified Wheat Flour has been formulated to meet the nutritional needs of estate communities.

Participants won attractive cash prizes along with certificates for the top three Kolams as judged by a panel comprising corporate, and community figures. In the Nuwaraeliya competition, 1st place was awarded to Thalawakele Tea Estate PLC, 2nd Hatton Plantation PLC and 3rd Agarapathana Plantation PLC.

In the Hatton competition Kotagala Plantation PLC was placed first, 2nd Hatton Plantation PLC and 3rd Bogawanthalawa Tea Estate PLC.

The competition concluded with a community lunch bringing together participants, officials, and special guests in the true spirit of the Thai Pongal harvest festival.

True to its purpose nourishing the nation, Serendib Flour Mills is proud to honour traditions and celebrate diverse communities.  Adhi Shakthi wheat flour is fortified with essential nutrients such as iron, folic acid, and Vitamin B12 and aims to make a meaningful difference in the lives of estate communities. The Adi Shakthi kolam competition, further strengthened the bonds with the plantation communities showcasing their talent and way of life.


November 10, 2023
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2min

 



 

 

09th November 2023: Serendib Flour Mills conducted a successful training and education program focused on empowering women and uplifting livelihoods in the Badulla district recently. The tailored programs were carried out in Badulla, Ella, and Welimada areas aligned to the unique needs of each area.

Throughout several weeks, Serendib Flour Mills provided training to local women covering fundamental concepts such as the basics of wheat flour, the art of baking, etc. The training included an introduction to wheat flour, basic knowledge of raw materials and ingredients, baking methods, practical experiences, and an emphasis on the quality of ‘Serendib 7 Star’ products.

Serendib Flour Mills is committed to extend its purpose beyond nourishment, making a tangible difference in the lives of women, geared towards impactful community enrichment. Offering new skills and knowledge, the project was able to not only improve personal well-being but also contribute to the prosperity of the communities.

The Badulla project reinforces Serendib Flour Mills dedication to social responsibility and demonstrated how businesses can create positive change. Serendib Four Mill continues to serve as a catalyst for empowerment and upliftment across Sri Lanka.

 



 

 


October 27, 2023
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3min

 



 

 

20th October 2023: Serendib Flour Mills, among the most trusted wheat flour suppliers in the country is set to redefine the bakery industry with the newly introduced 7 Star Premium Bakery Wheat Flour.

Setting a new standard for baking excellence, Serendib Flour Mills’ 7-Star Premium Bakery Wheat Flour with a mantra of ‘For a Superior Loaf of Bread’, represents the promise of revolutionizing the bakery industry, setting new standards for quality and performance.

The new 7 Star Premium Bakery Wheat Flour as a premium product addresses the bakery industry’s demand for superior and reliable flour quality, promising an exciting transformation for both bakers and consumers. The new flour offers several benefits to the baking industry including producing a superior finish. The flour elevates the quality of bread and pastries, assuring an exceptional finish, with a satisfying appearance and texture in the baked goods. Consumers and bakers are guaranteed of a well-constructed, soft, and delectable loaf of bread, due to the notable oven spring achieved with the new flour.

Additionally, for bakers, the product offers the perfect consistency and construction needed to create soft, well- structured loaves of bread and developing premium bakers. With its high gluten content, 7 Star Premium Bakery Wheat Flour enables increased water absorption, where bakers can expect a higher yield and even increased profits.

Kalinga Wijesekara, Director of Brands & Communication, Serendib Four Mills, said, “7-Star Premium Bakery Wheat Flour is tailored to meet the needs of both bakers and consumers. We remain committed to ‘Nourishing the Nation’ while introducing new products that maintain the highest quality standards. The 7-Star Premium Bakery Wheat Flour is on course to become a true game-changer unlocking new possibilities for the bakery industry.”

The 7-Star Premium Bakery Wheat Flour is offered at an attractive price, demonstrating Serendib Four Mills’ commitment to delivering value to its customers. The company has diligently maintained affordability while ensuring the highest quality. The initial response from customers have been overwhelmingly positive, validating the product’s appeal and effectiveness. The launch of the 7-Star Premium Bakery Wheat Flour demonstrates the company’s unwavering dedication to excellence, innovation, and customer satisfaction.

 



 

 


October 20, 2023
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3min

 



 

 

20th October 2023: Serendib Flour Mills, among the most trusted wheat flour suppliers in the country is set to redefine the bakery industry with the newly introduced 7 Star Premium Bakery Wheat Flour.

Setting a new standard for baking excellence, Serendib Flour Mills’ 7-Star Premium Bakery Wheat Flour with a mantra of ‘For a Superior Loaf of Bread’, represents the promise of revolutionizing the bakery industry, setting new standards for quality and performance.

The new 7 Star Premium Bakery Wheat Flour as a premium product addresses the bakery industry’s demand for superior and reliable flour quality, promising an exciting transformation for both bakers and consumers. The new flour offers several benefits to the baking industry including producing a superior finish. The flour elevates the quality of bread and pastries, assuring an exceptional finish, with a satisfying appearance and texture in the baked goods. Consumers and bakers are guaranteed of a well-constructed, soft, and delectable loaf of bread, due to the notable oven spring achieved with the new flour.

Additionally, for bakers, the product offers the perfect consistency and construction needed to create soft, well- structured loaves of bread and developing premium bakers. With its high gluten content, 7 Star Premium Bakery Wheat Flour enables increased water absorption, where bakers can expect a higher yield and even increased profits.

Kalinga Wijesekara, Director of Brands & Communication, Serendib Four Mills, said, “7-Star Premium Bakery Wheat Flour is tailored to meet the needs of both bakers and consumers. We remain committed to ‘Nourishing the Nation’ while introducing new products that maintain the highest quality standards. The 7-Star Premium Bakery Wheat Flour is on course to become a true game-changer unlocking new possibilities for the bakery industry.”

The 7-Star Premium Bakery Wheat Flour is offered at an attractive price, demonstrating Serendib Four Mills’ commitment to delivering value to its customers. The company has diligently maintained affordability while ensuring the highest quality. The initial response from customers have been overwhelmingly positive, validating the product’s appeal and effectiveness. The launch of the 7-Star Premium Bakery Wheat Flour demonstrates the company’s unwavering dedication to excellence, innovation, and customer satisfaction.

 



 

 


March 19, 2021
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5min

 




 

 

18th March 2021, Colombo: Serendib Flour Mills, one of the most trusted wheat flour product suppliers in Sri Lanka, celebrates World Flour Day 2021 by felicitating their “round-the-clock” workforce who have been working tirelessly since the first lockdown triggered by the pandemic to ensure a steady supply of flour to all of Sri Lanka.

On 20th March, World Flour Day 2021 celebrates all types of professionals associated with flour under the motto “White Gold: A tribute to flour heroes all over the world”. This day is dedicated to one of the most important foods of humankind, a staple that has nourished people every day for millennia, contributing to health, well-being and prosperity. Wheat is known for its rich nutritional content and is packed with essential vitamins and minerals. For centuries, foods made from wheat grain have helped to support the health, nourishment and well-being of people, enabling them to fight lifestyle diseases and live wholesome and productive lives. Wheat is rich in minerals such as salts, calcium, magnesium, vitamin B and vitamin E and these nutrients help to combat gastrointestinal conditions, skin diseases and even respiratory illnesses. Fortified wheat flour products also contain additional essential nutrients such as iron and folic acid that can help the growth and development of children and also ensure the well-being of expecting mothers.

From the onset of the pandemic Serendib Flour Mills ensured that the adverse situation in the country did not negatively impact the operations of the mill which ran around the clock. The entire SFM workforce, consisting of mill/factory workers as well as distributors, sales, distribution and technical staff, worked determinedly while also adhering to strict COVID-19 health guidelines. During the early days of the pandemic, SFM was awarded the SLS 1672:2020 “COVID-19 Safety Management Systems” certification from the Sri Lanka Standards Institution (SLSI) for its mill facility further confirming the company’s commitment towards maintaining the highest standard of quality and safety. As a result of such collective efforts, the company was able to continue to offer a wide range of wheat flour products, including its flagship brand 7 Star Flour, throughout the lockdown period, all of which cater to diverse dietary preferences and help in nourishing the nation.

As Serendib Flour Mills celebrates the second World Flour Day, it glances back at the challenging year behind it in order to recognise and appreciate the hard work and commitment demonstrated by all its employees during the pandemic. The entire team worked hard around the clock and was determined to ensure that Serendib flour was available around the country to nourish the nation. This resulted in families around Sri Lanka having enough flour to turn to home baking to meet their food requirements and even learn new baking skills during the lockdown.

Serendib Flour Mills (SFM) is a BOI approved Flagship project funded by a renowned UAE investor, the Al Ghurair. SFM provides high quality, nutritious and a wide variety of wheat flour products to bakers, eateries, hotels, households, industries and consumers across Sri Lanka. Operating from a state-of-the-art milling facility at the Colombo Port, SFM adheres to the highest standards of quality and safety. The company has received ISO 9001:2015, ISO 14001:2015, ISO 22000:2005, FSSC 22000, and BS OSHAS 18001:2007 certifications and also makes continuous efforts to minimize its impact on the environment by reducing greenhouse gas emissions and waste whilst championing energy and water conservation throughout its operations.

 

 

 



 

 

 


August 5, 2020
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5min

Serendib Flour Mills, one of the most trusted wheat flour product suppliers in Sri Lanka, has been awarded the SLS 1672:2020 “COVID-19 Safety Management Systems” certification from the Sri Lanka Standards Institution (SLSI) for its mill facility further confirming the company’s commitment towards maintaining the highest standard of quality and safety.

The independent third party certification reiterates Serendib Flour Mills’ position as a socially responsible organisation and enables the company to demonstrate its ability and commitment towards providing safety from COVID-19 through its operations, including products and services as well as outsourced activities and ensures the safety of all staff and visitors. The risk management process provides adequate controls against the spreading of COVID-19 to employees their families, community and the country helping to enhance the staff confidence and morale which invariably leads to minimum labour turnover. The company has been able to integrate the COVID-19 safety management system seamlessly with its business processes, overall management structure and existing management systems. The certification also ensures stakeholder confidence to support scaling up of the business operations. While ensuring to maintain the required high safety standards, the company also intends to improve the COVID-19 Safety Management System continually by implementing new modifications to the current system in order to meet future demand.




 
 

As the COVID-19 pandemic unfolded in the country back in March, Serendib Flour Mills ensured that the adverse situation in the country did not negatively impact the operations of the mills which have been running around the clock and manned by the customary workforce while also maintaining a COVID-19 risk-free environment for all employees. As a result, the company was able to continue to offer a wide range of 7 Star branded wheat flour products, throughout the lockdown period, all of which cater to diverse dietary preferences and helps in nourishing the nation.

Sharing her opinion about the certification, Hemani Gunatilake – Head of Quality Assurance of Serendib Flour Mills stated, “We have been in operations for the past 12 years and as always our primary concern is the wellbeing of our customers and consumers. Our Mission is to provide a high quality product and thereby improve the nourishment of all Sri Lankans, which is how our promise of ‘nourishing the nation’ came into being. Our team worked tirelessly to lay the groundwork to obtain this certification and we were able to successfully get it within a very short period of just 3 weeks. We have worked closely with SLSI in the past and in fact, our 7 Star Flour was the 1st Wheat four in the country to get the prestigious SLS certification.”

Operating from a state-of-the-art milling facility at the Colombo Port, Serendib Flour Mills provides a wide variety of wheat flour products to bakers, eateries, hotels, households, industries and consumers across Sri Lanka. The company uses only premium wheat grains from the best wheat producing countries in the world. The world-class team at Serendib Flour Mills utilizes the latest advancements in Buhler technology to deliver products that are fresh, wholesome and rich in nutritional goodness.

Serendib Flour Mills (Pvt) Ltd. is a BOI approved Flagship project funded by a renowned UAE investor, the Al Ghurair. The company provides high quality, nutritious and a wide variety of wheat flour products to bakers, eateries, hotels, households, industries and consumers across Sri Lanka. Operating from a state-of-the-art milling facility at the Colombo Port, Serendib Flour Mills adheres to the highest standards of quality and safety. The company has received ISO 9001:2015, ISO 14001:2015, ISO 22000:2005, FSSC 22000, BS OSHAS 18001:2007 certifications and also makes continuous efforts to minimize its impact on the environment by reducing greenhouse gas emissions and waste whilst championing energy and water conservation throughout its operations.




 
 


March 27, 2020
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3min

While Sri Lanka is in the midst of a battle to get the COVID-19 disease under control, Serendib Flour Mills, one of the most trusted wheat flour suppliers in Sri Lanka, has assured the general public of its commitment to ensure that there are ample stocks of wheat flour available in the market

The company has confirmed that the current situation in the country has not adversely affected the operations of the company’s production which is running around the clock and manned by the customary workforce. As a result, the company is able to continue to offer its flagship 7 Star range of wheat flour products which caters to a diverse dietary preferences and assist in its endeavour to nourish the nation

Kalinga Wijesekera – Head of Marketing & Communications of SFML stated, “These are testing times not only for Sri Lanka but the whole world. Despite the difficult circumstances, I am happy to announce that Serendib Flour Mills is running smoothly at the state-of-the-art mill situated at the Colombo port. We are operational day and night with our workforce working hard as always to provide the nation with our much-loved flour.” He stressed the importance of sacrificing for the greater good of the country adding, “We must all act responsibly in the face of this threat. It’s important to practice social distancing by staying indoors in order to flatten the corona virus curve. We must stay positive and not get distracted by rumours. Remaining at home at all times, practising good hygiene and eating healthy, nourishing food to boost the immune system are the best things we can do at this time.”

Serendib Flour Mills (Pvt) Ltd. is a BOI approved Flagship project funded by a renowned UAE investor, the Al Ghurair. The company provides high quality, nutritious and a wide variety of wheat flour products to bakers, eateries, hotels, households, industries and consumers across Sri Lanka. Operating from a state-of-the-art milling facility at the Colombo Port, Serendib Flour Mills adheres to the highest standards of quality and safety. The company has received ISO 9001:2015, ISO 14001:2015, ISO 22000:2005, FSSC 22000, BS OSHAS 18001:2007 certifications and also makes continuous efforts to minimize its impact on the environment by reducing greenhouse gas emissions and waste whilst championing energy and water conservation throughout its operations.



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