On this week’s edition of ‘The Founder’, we feature a British Sri Lanka; Nooreen. She is the founder of ‘The Perfect Company Colombo.’ Nooreen specializes in artisan baked goods, and she says that food for her is not about just eating to feel full, but to nourish the body. She sticks to the best quality of ingredients she can get and she believes in keeping things simple and following the rule that if she understands the ingredients then she can eat it! She relocated from south London to Colombo in 2019 and she has absolutely enjoyed getting to know the incredible varieties of food and spices available in the island. She started off and still does private orders, she then got a lucky break and was asked to bake sweet and savory items for Villa Raha in Colombo 05. She says she is thrilled with the collaboration as it allows her to keep serving the amazing people of this city.

What inspired you to start your business?
There is a gap in the market for European flavors and there is a huge community of ‘foodies’ here.

What was the journey like, from the start to building the business up to where it is right now?
I feel like the ‘business’ is always changing, for me it is about moving with the momentum, it’s a lot about exposure and word of mouth. There is a lot more for the business to build on, however right now with the economic crisis Sri Lanka is facing, I feel it’s time for a little pause.
 

What were the hardships you faced as an entrepreneur and what was the toughest one yet?
Time is not your friend someone said, wise words indeed. Hardships are not having everything to complete a product. Example caramelized sugar, black salt or orange blossom flowers would be freely available in London, but difficult to source in Sri Lanka. These seem small but make all the difference when you’re in a competitive field of consumption, the consumer is always hungry for more, for something different, and for the next new thing. Hence little differences set you apart. Owing to the current prevailing economic crisis, and  import restrictions in place and price issues, the hardest decision l have had to make is to pause the business at this time and re-evaluate the future.

Being an entrepreneur, what was it like facing the global pandemic? How did it affect the business?
The pandemic globally seemed to boost all home bakers as word of mouth and social media built awareness. People’s favorite treats were either sold out at shops or restaurants and they needed alternative sources. This was one of the positives to take from this unprecedented period. 

What motivates you to wake up in the morning and do what you do on daily basis?
There is always a new food trend a culture to re-interpret, a palate to refine and re-educate yourself on, it’s also food science there is so much to learn. We are still learning about the everyday things we put in our bodies like coffee and its benefits, dried fruits like dates, and so on. The fact that l can build a food brand that will optimize food seen as ‘treats’ to benefit your body following the latest evidence based science. It’s a really incredible, exciting concept that l can project futuristically, the mental thought process of I don’t shop to feed, l shop to nourish.

What separates your brand from other competing brands? 
The artisan effect of every item being handmade and finished, the quality of ingredients, the definite assurance that this product looks, tastes, feels and is presented with great care and attention.
 

What is your definition of the word success?
Going to sleep knowing you have a plan A and B, and your clock is ticking on.

When did you discover your passion for your business?
Having grown-up in the great multicultural city of London, l was constantly exposed to different cuisines, ingredients and cultures. Overtime, I absorbed it all. 

What advice would you give other start-ups?
Believe in yourself, especially if you have a passion and you are good at it. As Nike says, “Just do it!” On the other hand, if you change your mind and have to make a critical decision that is okay too, we are allowed to have many different paths and to keep learning and growing.