The story of Finch Foods is one driven by an appetite for seeing a passion through despite the turbulence of economic instability, fierce competition, and great uncertainty. A testament that resilience and risk-taking pay off when challenges are viewed as opportunities, and the end goal is to deliver on promises of quality, authenticity, and accountability.
Founded in 2015 from humble beginnings as a 100 percent import-driven company, Finch Foods launched itself into the food industry by establishing itself as the exclusive agent for several renowned international brands such as Bragg Live Foods (USA), The Berry Company (UK), Kewpie (Japan/Malaysia), Cornish (UK), Pokka (Singapore), and Nando’s Grocery; making accessible to Sri Lankans superior flavours and ingredients from around the world.
However, a global pandemic paired with local economic instability, resulted in an increasingly shrinking domestic market and withering demand for the premium products Finch Foods was bringing to the table. So, in just a few years since the start of its operation, it was time for the company to rethink its existing business model; these challenges had to be sustainably addressed head-on, so as to preserve jobs and livelihoods, and also ensure the company’s continuity.
“Given the very high import duties for most products we brought in, it became unaffordable for many Sri Lankans to incorporate our products into their everyday grocery list,” says Fawaz Fassi, Founder & Managing Director of Finch Foods. “At this point, I was also looking at ways to take the ‘Finch’ name to the global stage," he further adds.
In setting its sights outwards Finch Foods decided to look inwards, and discovered that there was a wealth of incredible spices, herbs, and ingredients to be found right here in Sri Lanka. One needed to look no further for robust and nuanced flavours that would surely intrigue culinary tastebuds from around the world.
“For centuries, Sri Lanka has been exporting spices, coconut, and other food products in bulk for other brands, but few have succeeded in establishing a truly global food brand. We saw this as an excellent opportunity to not only grow our business but to also showcase the richness of Sri Lankan produce to the world,” adds Fassi.
The fiery sweetness of the Sri Lankan ghost pepper (nai miris), for example, held immense undiscovered potential; the versatility of the flesh of the coconut fruit across different global flavour profiles was yet to be explored; and the island’s tender jackfruit as a gluten-free flour alternative was too well-kept a secret. So, in 2020, Finch Foods pivoted from key importer to enthusiastic exporter - spreading the goodness of authentic and all-natural flavours from Sri Lanka across the waters.
Despite the challenges of skyrocketing inflation to stringent regulatory requirements in foreign markets, Finch Foods was now intent on exploring opportunities beyond its borders.
In 2022, Finch Foods joined hands with the Export Development Board and earned for itself a place at some of the most prestigious trade shows around the world. Within a span of just two years, the company secured export orders from major food trade players in Hong Kong, Canada, Japan, Czech Republic, Australia, the U.K., and the U.S., while also concurrently attaining international certifications (such as GMP, HACCP, ISO 22000, ISO 14000, and ISO 9001) to ensure compliance with international standards and also bolster its credibility in mature markets.
Quality control being a cornerstone of Finch Foods’ operations, the company works directly with their farmers (those in the North cultivating their purple yam, as an example); assuring not just the authenticity and calibre of its products, but also supports local agriculture, and ensures responsible farming and ethical production practices are followed.
In addition to its focus on exporting directly sourced ingredients, the company also focuses on value-adde products and differentiation through unique offerings like gluten-free flour and natural food colouring, which allows it to compete effectively against more prominent players from India and China. Another example is how Finch Foods is harnessing the potential of the humble Sri Lankan coconut.
By incorporating natural food colouring for instance, the company has transformed standard coconut flakes into vibrant and innovative dessert toppings. Peppercorns too have been made available in varying textures, colors, and flavors to even create uniquely mixed pepper grinders, which have proven to be extremely appealing to both individual consumers and those in the culinary trade. Through such innovations, Finch Foods has added value to traditional Sri Lankan exports, enabling the company to successfully compete with the larger exporters in the market.
In addition to expanding on its unique product portfolio for export purposes, Fassi’s team has also sifted through the current offerings in the local market and noticed a gap in health-related products like natural food colouring, gluten-free flours, and health snacks like nuts and dry fruits. Furthermore, certain ingredients - such as the above-mentioned Sri Lankan ghost pepper- used commonly in Sri Lankan households were not available in powdered form, as flakes, or even as a sauce. Finch Foods introduced it in all three forms in the FMCG sector which turned out to be a massive success, resulting in these products (and others) finding their way onto the shelves of essential supermarkets across the country.
Finch Foods has added value to traditional Sri Lankan exports, enabling the company to successfully compete with the larger exporters in the market
Nearly 10 years on the brand is now synonymous with superior culinary ingredients and wholesome heritage flavours, and continues to adopt innovative measures to cater to the ever-changing purchasing power of the Sri Lankan consumer. In offering smaller, more affordable packaging sizes for premium products for instance, customer loyalty is maintained and steady sales ensured.
Serving as testament to the company’s efforts, just last year Finch Foods celebrated the opening of its first independent retail store in Havelock City Mall, while also having established an international retail presence in 5 countries (with three more expected at the end of this year) and secured a partnership with global retail giant Lulu Group. Now also a regular feature in international trade fairs Gulf Food, Foodex Japan, Anuga Germany, SIAL Canada, Natural Food Expo USA, and IFE London, Fassi has growth and innovation high on the agenda for the future of the company.
While Finch Foods aims to expand its international footprint further, exploring new markets in Asia, Europe, and North America, it also hopes to embrace its slogan ‘Connecting Cultures Through Flavour,’ in envisioning the creation of unique signature products.
“Looking ahead, our vision is to combine ingredients from around the world with Sri Lankan ingredients to create innovative and unique food products,” says Fassi. “We aim to fuse global flavours with the rich, diverse culinary heritage of Sri Lanka, offering new and exciting options to our customers. This approach will not only set us apart in the market -moving away from traditional competition that are focused on raw materials like cinnamon, tea, and spices - but also elevate the 'Finch' brand as a pioneer in culinary innovation," concludes Fassi.
Fawaz Fassi, Founder & Managing Director, Finch Foods
Fawaz Fassi is a dynamic entrepreneur and the visionary Founder and Managing Director of Finch Foods. With over 15 years of professional experience spanning imports and distribution, the restaurant industry, and even the gem and jewelry enterprise, Fassi brings a wealth of diverse trade knowledge and insight to the food distribution sector.
His robust finance background and forward-thinking approach have been pivotal in establishing 'Finch' from humble beginnings to the prominent and competitive brand it is today. Committed to both quality and innovation, but also driven by a deep respect for the local farming community, Fassi continues to drive Finch Foods - and Sri Lankan flavors - to new heights.
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