Elephant House Launches Superheroes Initiative to Empower Sri Lankan Youth in the Food and Beverage Industry
New Reality TV Show Aims to Inspire Careers in Farming, Culinary Arts, and Entrepreneurship

Colombo, Sri Lanka – October 4, 2024 – Elephant House & Keells Food Products, subsidiaries of John Keells Group, in collaboration with the Ministry of Education’s “Magaharunu Padama” vision, is pleased to announce the launch of Elephant House Superheroes, an innovative initiative aimed at inspiring and empowering Sri Lankan youth to explore alternative career opportunities in the food and beverage industry. Through mentorship, hands-on learning, and healthy competition, this initiative is poised to transform how young people view the future of Sri Lanka’s food industry, encouraging careers that are vital to the nation’s growth.

This programme, set to debut as a reality TV show soon, is specifically designed for youth aged 15 to 22, offering them the opportunity to explore diverse fields such as farming, culinary arts, and entrepreneurship in food & beverage product development. The competition aims to address critical national challenges, including the underrepresentation of women in industries like culinary and hospitality as well as the growing demand for skilled professionals caused by a shrinking labor pool within the industry. By breaking away from traditional career choices, Elephant House Superheroes provides young people with the chance to develop skills in areas that are not only rewarding but also essential to the economic development of the country.

“At Elephant House, we believe in the potential of Sri Lanka’s youth,” said Daminda Gamlath, President of the consumer food sector of John Keells Group. “Through Elephant House Superheroes, we aim to provide them with opportunities to think beyond conventional career paths. By focusing on areas such as agriculture, culinary arts, and entrepreneurship, we are not only giving them new career options but also promoting the self-reliance and sustainability that are crucial for the future of our communities.”

The competition is structured around three key pillars: Super Harvester, Super Chef, and Super Entrepreneur. These categories are designed to encourage participants to think creatively and embrace hands-on learning. The show will feature multiple competition formats, including individual, school, and community-based challenges, allowing participants to represent their schools, hometowns and gain national recognition. The competition will be challenging yet rewarding, as participants will gain invaluable mentorship from industry experts, helping them build the skills and confidence needed to succeed in their chosen fields.