Sunshine Holdings achieves record performance in FY24, driven by healthcare and consumer sectors – Island

Author: Ifham Nizam

Serendib Flour Mills (SFML), a wholly owned subsidiary of Dubai-based Al Ghurair, one of the leading diversified family-owned companies in the United Arab Emirates (UAE), recently conducted a media tour of its state-of-the-art facility located at the Port of Colombo.

This visit highlighted SFML’s continued commitment to enhancing Sri Lanka’s food security, supporting innovation and promoting sustainable practices in the flour industry.

For the past 15 years, SFML has been a trusted cornerstone of Sri Lanka’s food industry, driven by the overarching goal of “Nourishing the Nation”. The company’s pursuit of excellence is demonstrated by the use of pioneering Swiss Buhler technology, enabling it to deliver the highest quality flour and introduce breakthrough innovations to the Sri Lankan market.

Currently, the company’s diverse portfolio includes over 20 varieties of flour, intended for a wide range of customers, from artisan bakers to large producers and households. Recent product additions include the Premium Flour range for fine bakery products, Adi Shakthi fortified flour for plantation communities and Fiber Plus for combating non-communicable diseases. These value-added offerings significantly improve Sri Lanka’s food ecosystem and contribute to supporting a healthier nation.

SFML’s activities are carefully designed to prioritize sustainability and environmental protection. The company uses tanker silos for larger industrial customers, thereby reducing energy consumption, labor requirements and the amount of waste sent to landfills, thus making a significant contribution to environmental sustainability.

Committed to maintaining food security in Sri Lanka, SFML maintains a three-month buffer of wheat stocks at all times, ensuring a steady supply throughout the year. With five company-managed warehouses strategically located throughout the country, SFML provides easy access to its products throughout the country.

Vijay Sharma, CEO, Serendib Flour Mills, said; “At Serendib Flour Mills, we are committed to nourishing lives in Sri Lanka through sustainable and innovative food solutions. By leveraging the power of modern technology and adhering to the highest standards of corporate citizenship, we aspire to be a trusted partner in ensuring our nation’s food security.

SFML extends its commitment beyond flour production through impactful social responsibility initiatives. The “Serendib Uthama Dalada” program offers seniors in nursing homes the opportunity to witness Esala Perahera. Additionally, the 7 Star Manusathkara program empowers marginalized and vulnerable communities, showcasing SFML’s commitment to social uplift.

SFML consistently emphasizes the importance of consuming domestically produced branded flour as the safest option for consumers. The company’s unwavering adherence to the highest quality standards and stringent control measures ensures a nutritious offering to all Sri Lankans from the finest wheat flour

SFML’s director of brand and corporate communications, Kalinga Wijesekera, responded to The Island Financial Review:

What initiatives has Serendib Flour Mills undertaken to contribute to food security in Sri Lanka? How successful are you?

During the economic crisis in SL, there were many shortages of basic items such as fuel, gas and other food items. However, there were no queues for flour or bread, because we could stock up without interruption. At any given time, we have at least three months’ worth of grain stored in our silos and have another two months’ worth of grain on order at all times. We manage 5 warehouses throughout the country. At any given time, these warehouses cover 30% of the monthly flour requirement. Thanks to this, we are able to quickly deliver products to every market in a short time. These activities have helped us contribute positively to the country’s food security.

How has SFML diversified its product offering in the wheat flour market since its establishment in 2008?

When Serendib entered the market in 2008, there were only one or two flour types/products available. We were the first to segment the market and introduce different types of flour adapted to each segment. Example; Baking flour for the baking industry, Rotti flour for catering outlets, homemade flour for households, and similarly pasta flour, sponge cake flour, cake flour, whole wheat flour, etc. etc. Today, we offer our customers over 20 varieties of flour.

Can you describe the role of SFML and its impact on the baking industry?

We consider the baking industry to be a very important industry and we work closely with the All Ceylon Bakery Owners Association. We meet regularly with the chair and the committee to understand their needs and support them in their various endeavors. We have Bakers flour in 25 kg and 50 kg weights, specially designed for the baking industry. Perfect for baking bread and other baked goods. We have recently launched Premium Bakery flour for bakeries looking for the highest quality product. Premium flour ensures that the bread is softer and tastes better. Due to its higher gluten content, wheat produces a better yield, i.e. more loaves of bread. In summary, Premium flour produces a perfect loaf of bread.

In addition, we also have a technical team to provide technical assistance to bakers, new product development, new recipe development, problem solving, costing and pricing etc. on FOC basis 24/7.

What is the importance of fortified flour product ‘Serendib Adi Shakthi’ in solving nutritional problems among plantation communities in Sri Lanka?

According to WHO and the Ministry of Health in the country, 1 in 3 school-going children suffer from anemia. This is more common among tea plantation communities as a result of the lack of a balanced diet. According to research, lack of folic acid in pregnant women contributes to certain defects in newborns. SFML along with Plantation Human Development Trust (PHDT) after many rounds of discussions came up with the idea of ​​providing fortified flour i.e. fortified with iron, folic acid and vitamin B12 to solve the nutritional problems of tea planting communities. Wheat flour, one of the main food sources of plantation communities, was an ideal way to deal with their anemia and folic acid deficiencies. “Adi Shakthi” enriched flour was produced and distributed only in tea plantations.

How does SFML’s new wheat flour product ‘7 Star Fiber Plus’ aim to combat non-communicable diseases (NCDs) prevalent in Sri Lanka?

According to statistics in SL, over 25% of adults are overweight and 9.2% are obese. Non-communicable diseases kill 41 million people, which is 71% of all deaths worldwide, while in SL it is 83%. People’s lifestyle has the greatest impact on this situation. Recognizing this factor, SFML has launched ‘7 Star Fiber Plus’ to address these issues. Dietary fiber is found in the wheat grain. “7 Star Fiber Plus” is enriched with fiber, which provides 10% of the daily fiber requirement. Studies have shown that people who consume large amounts of dietary fiber have a significantly lower risk of developing non-communicable diseases. Increasing fiber intake lowers blood pressure and serum cholesterol levels.

Could you expand on SFML’s initiatives for the well-being of the community, especially in times of crisis such as the Covid-19 pandemic and natural disasters?

Serendib has taken the initiative to facilitate elderly people to participate in the annual Kandy Dalada Perahera. The event titled “Serendib Uthama Dalada 2023” was organized under the Serendib initiative in which elderly people from over four elderly homes located in the Central and Northwest Provinces participated to witness this majestic event. SFML has made sure to provide the elders with all facilities such as transportation, food and seating so that they can witness the Perahera in comfort.

Similarly, during the peak of the Covid epidemic, Serendib embarked on a journey to supply wheat flour to over 1,000 families in Chilaw district at a time when there was a curfew and people were deprived of their daily income. The program was titled ‘7 Stars Manusathkara’ and its aim was to feed vulnerable sections of society.

In the same way, over 2,500 flood-affected families in Kinniya and Kalmunai areas were provided with wheat flour during the recent floods that occurred earlier this year in these regions.

What environmental sustainability measures has SFML implemented in its operations, particularly regarding packaging and transportation?

Serendib supplies its key customers with wheat flour in tankers and stored in silos. This initiative resulted in less landfill as no PP bags were used to pack the flour, and less energy and storage space was used, thus contributing to environmental sustainability.