Countree Food has entered a new retail partnership with Keells, Sri Lanka's largest supermarket chain. Starting this year, five Countree products are now available across all 132 Keells outlets in Sri Lanka.
About Keells: Keells launched its operations in 1991 and represents Sri Lanka's biggest supermarket chain through its current 132 modern retail outlets spread across the country. As a company that dedicates itself to quality standards and community participation Keells provides food and household products and operates an extensive private label brand collection.
At the start, we didn't just send a price list and hope for the best. We shared a wide range of samples — canned mushrooms, canned sweet corn, canned white kidney beans, canned fruit cocktail — and let the Keells team take their time to test and decide what really fit their stores.
They didn't rush it. They looked at everything carefully — taste, texture, packaging, and how each product would sit on the shelf. You could tell they knew their market well.
After a few rounds of back-and-forth, they chose four to start with:
It wasn't a big order at first, but it was clear both sides were serious. That kind of careful, hands-on process is something we really value. It's how we like to work — side by side, figuring things out together.
Countree Food demonstrates its distinctive market advantage through its role as both a private label producer and a high-quality ready-to-use Countree brand solutions provider. Customers could use our Countree brand and launch fast, or develop your own label with our help on packaging, design, and compliance. This flexibility lets you build a product line that fits your retail strategy — not the other way around. All production complies with global standards: BRC certified, HACCP, IFS, BSCI, ISO 22000, ISO 9001.
Countree and Keells are now planning the next round of products for the upcoming fruit season. Items under discussion include:
Tropical fruits are rising in global demand, and we're building SKUs that match regional tastes with global retail expectations.
Countree offers a full range of supply chain services for global retailers:
Low MOQ - great for test orders or small product runs
Flexible manufacturing systems - adapt to different SKUs or packagings
LCL consolidation services - ideal for multiple SKUs in one shipment
Standardized label design - ready for shipment soon
15-day delivery time at least from order confirmation
While we produce private label products for many leading retailers, we also supply Countree-branded products to global partners, including Sysco, Coles, Aeon, Big C, and others.
We serve markets across South Asia, the USA, Australia, and Japan, with over 57 SKUs spanning canned fruits, vegetables, jellies, and fruit cups. We focus on what matters most to our retail partners: reliable supply, fast lead times, and packaging that fits the brand.
