JayKay Marketing Services (Pvt) Ltd’s (JMSL) sourcing of vegetables for Keells Supermarkets takes place solely through local farmers. The initiative began in August 2005, with the collection of vegetables taking place through a collection centre at Thambuttegama, with the assistance of the Mahaweli Authority, with a view of procuring products direct from the farmers. Over 35 farming families are involved in the initiative of cultivating a variety of low country vegetables. In order to handle the demand for upcountry and exotic vegetables and fruits, a second collection centre in Nuwara Eliya was also opened about 2 and half years ago.

Aligned with the Millennium Development Goal of Poverty Alleviation and multiple principles of United Nations Global Compact - both global initiatives supported by the John Keells Group - these Sustainable Sourcing initiatives of the Group are also in line with its vision of strategic CSR which facilitates a win-win situation for all stakeholders that are impacted. While these initiatives continue to boost agricultural activity in numerous villages and raise the standard of living in diverse communities, they undoubtedly facilitate business opportunities to increase quality, reduce costs while giving products the all-important edge in an increasingly competitive market.