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A BIT ABOUT US

A 25-Year Legacy of Authenticity

Welcome to Heartland General Trading Co LLC, your premier gateway to the authentic flavors of Sri Lanka in the UAE. Established in 2001 by entrepreneur Mohamed Fazal Mawjood, we are proud to have served our community for over 25 years. From our humble beginnings to becoming a household name, we offer a masterfully curated selection of spices, premium rice varieties, condiments, snacks, and more.

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Our Evolution: From Local Roots to Global Trading. While we began as a trusted local distributor, Heartland’s vision has always been global. In 2013, Heartland General Trading expanded its horizons by launching our international commodity trading arm. By leveraging the UAE’s strategic central location, we facilitate the seamless transport of high-value agrifood products across global borders.

With specialized expertise in Frozen and Chilled Seafood, Red Meat, Poultry, Pulses, and Grains, we have built a reliable supply network spanning Asia and the Middle East. We source only the finest products from across Europe, Australia, the Americas, and Asia, ensuring Heartland remains a trusted link in the global food supply chain.

Our Identity

We are dedicated to redefining the way Sri Lankan food products reach international markets. With a focus on quality, authenticity, and trust, we aim to represent the rich heritage of Sri Lankan flavors through modern, reliable distribution and sustainable partnerships.

Our
Vision

To be the premier link between Sri Lankan culture and the UAE, enhancing lives through authentic food products that celebrate our rich heritage and strengthen community ties.

Heartland General Trading is dedicated to providing high-quality Sri Lankan food products that bring the essence of home to every household. Our commitment to supporting local farmers and entrepreneurs ensures sustainability and authenticity in our offerings. We strive to enhance the well-being of our community through meaningful initiatives and partnerships.

Our
Mission

Heartland Background

Heartland General Trading

25 Years of Sri Lankan Culinary Excellence in the UAE

Uncompromising Quality & Standards

At Heartland, quality is more than a promise it is our foundation. We take immense pride in being the only Sri Lankan food distribution company in the UAE with ISO and HACCP certifications for purchasing, storing, and distribution.

This ensures that every product, from our aromatic Cardamom and mouthwatering Curry Powders to our delectable Jaggery and rich Jams, meets the highest international safety and excellence standards.

Quality Standards
Community

The Heart of the Community

Over the past 25 years, Heartland has grown in the heart of Dubai, serving as a vital link for the Sri Lankan community and the broader Sri Lankan business segment.

Today, we bridge the gap between the essence of home and the vibrant, multicultural landscape of the UAE, bringing the tastes of the island to Asian customers and food lovers across the region.

Sourcing with Purpose

As the leading distributor of Sri Lankan food products, our mission goes beyond trade. We work hand-in-hand with local farmers and small-scale entrepreneurs in Sri Lanka to foster growth and sustainability.

Every purchase you make contributes directly to the Sri Lankan economy, supporting the hardworking hands that cultivate our authentic flavors.

Sourcing

Our Directors

As a family-operated business, Heartland General Trading is built on strong relationships, hands-on involvement, and a commitment to reliable service.

Fazal Mawjood

Fazal Mawjood

Managing Director

Fazal Mawjood is the Managing Director of Heartland General Trading and founded the company in 2001. He provides overall leadership and strategic direction and has been instrumental in building Heartland into a trusted trading and distribution business. With decades of experience in the industry, he continues to guide the company's progress through strong supplier and customer relations and an emphasis on sustainable growth.

Usaamah Fazal

Usaamah Fazal

Director

Usaamah Fazal is a Director of Heartland General Trading with an academic and professional background in agricultural science and agri-food product development. He has experience across agricultural R&D, logistics, and international trade. At Heartland, he oversees the company's meat and agricultural commodity trading operations, while also contributing to strategic planning, operational improvement, and long-term growth initiatives.

Be part of our journey

At Heartland, we believe in growing together. Our success is built on the hard work of local farmers and female entrepreneurs in Sri Lanka, and we are deeply committed to ensuring they thrive alongside us. By sourcing directly from these communities, we provide sustainable livelihoods and foster economic growth across the island.

WORK WITH US

At Heartland General Trading, we are always looking for passionate individuals who share our commitment to quality and community. If you’re interested in contributing to a vibrant team dedicated to bringing authentic Sri Lankan flavors to the UAE, we invite you to explore opportunities with us. Join us in making a meaningful impact and celebrating our heritage together.

See Current Openings