Enduring Strong Ties with Bonds of Gratitude

On the occasion of the 76th Sri Lankan National Day, Heartland General Trading Co LLC, UAE, extends its warmest greetings to the Sri Lankan community in Dubai and the GCC, and their loved ones in Sri Lanka. It is with immense pride and joy that we join in commemorating this significant occasion, embracing the spirit of unity and celebration that defines Sri Lankan heritage.

Established in 2001 by esteemed Sri Lankan entrepreneur, Mohamed Fazal Mawjood, Heartland General Trading Co LLC stands as a symbol of the rich tapestry of diversity and unity that connects our global society. Nestled in the heart of Dubai, our company has thrived for over 23 years, serving as a vital link and facilitating a connection within the Sri Lankan community. Our role is to serve as a bridge that effortlessly combines the familiarity of home with the lively and diverse multicultural atmosphere of the UAE.

In commemoration of this 76th Anniversary of Sri Lanka's independence, the management of Heartland is thrilled to announce the launch of a CSR (Corporate Social Responsibility) program.

As part of this initiative, we will be contributing a percentage of our annual profits to a ‘Cancer Project’ in Sri Lanka. To kickstart this effort, we are pleased to announce a donation of Sri Lankan Rs1 million from our 2023 profits under the project name ‘Heartland ♥ Homeland’. This project marks the beginning of our commitment, which we aspire to grow with the support of our customers in the UAE and our key partners. Our customers and partners can take pride in knowing that every dirham they spend on purchasing our products contribute to a meaningful cause back home, benefiting their loved ones. This endeavor reflects our dedication to making a positive impact beyond business success.

Rizvi Farook, Group General Manager, said: “Over the years, our enterprise has evolved into a prominent multinational player in the import and export arena, specialising in agricultural commodities such as grains, pulses, frozen meat, and seafood. As the foremost distributor of Sri Lankan food products in the UAE, our influence extends across a network of more than 750 retailer network, encompassing leading hypermarkets, supermarkets, groceries, restaurants, and catering services. Our diverse product range spans over 200 everyday essentials, including spices, flour, rice, noodles, sauces, lentils, grains, coconut products and canned mackerel.”

Global Footprint

Heartland's global footprint extends far beyond the borders of the UAE, with robust connections in the import and export sector. We actively engage with markets in China, India, Sri Lanka, Vietnam, Yemen, Oman, Pakistan, Mexico and Australia, solidifying our presence as a key player in the international trade landscape.

Preserving Authenticity

With pride, we declare that the range of Sri Lankan products distributed by Heartland General Trading, namely Kelani Lanka, Prima, Maliban, Golden Jack Mackerel, Golden Range and Ceylon Cold Stores, hold a special place among diverse communities, which has been foundational to building our distinctive brand image. The multicultural tapestry of Dubai, characterised by its expansive and varied community base, has played a pivotal role in our ability to cater to a wide-ranging consumer demographic. This unique aspect has been a cornerstone of our sustained business presence in Dubai for over two decades.

At the heart of our enterprise lies a commitment to preserving the authenticity and taste of Sri Lankan cuisine. As the UAE’s largest distributor of Sri Lankan foodstuff, Heartland Dubai brings a taste of home to our Sri Lankan diaspora and introduces the rich flavours of Sri Lanka to the diverse palate of Dubai. From aromatic spices to traditional staples, our shelves are stocked with the essence of Sri Lankan culinary heritage.

For over two decades, Heartland has remained steadfast in its mission. We prioritise the procurement of only the highest quality and freshest produce from Sri Lanka, ensuring that our customers in Dubai receive products of unparalleled excellence at affordable prices. We understand the financial commitment of the Sri Lankan community in Dubai, where every hard-earned penny is carefully saved to support their loved ones back home.

Being an integral part of Heartland's vision, we are dedicated to assisting small and medium-scale entrepreneurs in Sri Lanka by facilitating the marketing of their products in Dubai. Our commitment extends beyond mere transactions — we foster close partnerships with local farmers, directly source their products, and meticulously package them through our trusted suppliers for distribution in Dubai. This approach not only supports small-holder farmers but also contributes significantly to bolstering the Sri Lankan export sector and economy.

Quality Commitment

For more information visit: www.heartland-trading.com