Mohamed Riyal Appointed CEO of Serendib Flour Mills to Drive New Growth and Expansion Plans

One of the leading flour mills in Sri Lanka, Serendib Flour Mills, proudly welcomes New CEO Mohamed Riyal at the helm of the company to spearhead its growth and expansion plans as it celebrates its glorious 10th anniversary in 2018. A trailblazing business strategist, the new CEO is expected to inject a renewed sense of purpose to achieve the company’s ambitious goals and expansion plans for the future. A joint venture between UAE’s Al Ghurair Foods (AGF) and Emirates Trading Agency (ETA), Serendib’s ‘7 Star’ brand of flour has been nourishing the nation for 9 years and embodies purity, innovation, quality, freshness, expertise, service and trust.

An innovative leader; Mohamed Riyal has worked in various positions in a variety of business segments in countries such as the United Arab Emirates, Saudi Arabia, Africa and Germany. His notable contributions include establishing the brand name of Audi and Volkswagon in the Middle East region and trebling the market share within a period of two years.  He also worked as a Group Planning and Budgeting Manager for Al Ghurair Investments (the holding company of the largest Group of Companies in U.A.E.), where his contribution was immense in setting up group reporting and providing business analysis and plans to turnaround various business units of the Group.

Thereafter in 2010, Riyal relocated to Sri Lanka to take up the position as the Chief Financial Officer at Serendib Flour Mills, where he played a pivotal role in stabilizing the business and achieving the profitability targets of the investors.  Riyal is a Fellow Member of the Institute of Chartered Accountants of Sri Lanka, Member of the Certified Management Accountants and possess an MBA in Business Strategy from the University of Derby, United Kingdom.

Commenting on his appointment, the incoming CEO of Serendib Flour Mills, Mohamed Riyal, said, “I am humbled to be appointed CEO of the company and look forward to go for further expansion of the business by increasing the production capacity and stepping into diversified businesses.  Initially, I will embark on developing the existing personnel to be ready to take up bigger challenges ahead.”

During the previous year, 7-Star Brand was recognized as B2B Brand of the Year at the SLIM Brand Excellence 2017. Serendib Flour Mills is committed to becoming the number one producer of wheat flour in Sri Lanka and the preferred flour supplier in international markets.

Serendib Flour Mills launched operations with a state-of-the-art single-line capacity wheat flour mill in the Port of Colombo on 26th May 2008 using sophisticated Swiss Buhler Technology. Carefully produced through a state-of-the-art milling process, using the very best wheat from countries such as Canada, Australia USA and Russia, the ‘7 Star’ range of flour contains the optimal mineral, gluten, water absorption and nutritional balance, making it a healthy and wholesome ingredient that is ideal for everyday use. Serendib Flour Mills has adhered to international standards of quality and best practices, and produces over 10 different varieties of flour, which are wholesome and packed with nutrition. Serendib Flour Mills has developed and implemented an integrated management system (IMS) based on ISO 22000:2005, FSSC 22000, ISO 9001:2015 & ISO 14001:2015 requirements. And also 7 Star is the only SLS certified brand of Wheat Flour in Sri Lanka.

The ‘7 Star’ range of flour is ideal for making a delicious range of breads, buns, rottis, pastries, noodles, biscuits and other sweet meats.