Crysbro continues community empowerment through search for Next Champ

The third edition of the Crysbro Next Champ initiative - which seeks to recognise and reward young sporting talent from all corners of the country - is currently in full swing. Sri Lankan poultry producer Crysbro, is ploughing ahead with its strategy to prominently serve as an agent for change and empowerment across the country by continuing its unique Crysbro Next Champ community project.

These budding sportsmen and women from multiple sporting disciplines will then receive guidance from experts in each of their respective fields on aspects such as proper training methods and a suitable diet.

“Sri Lanka is a hotbed for sporting talent but sadly most of this potential is not properly harnessed. This was a gap that Crysbro, as a company which is dedicated to uplifting the lives of all Sri Lankans, saw as an avenue through which to deliver a lasting national contribution,” said Crysbro Senior Marketing Manager Amores Sellar.

“Most importantly, we must praise the enthusiasm and support shown by all the school principals who have come on aboard with this initiative. At each year’s programme, they exhibit their deep appreciation for such a talent search and are filled with pride for all those selected from their respective schools.”

He added that the selection process employed by Crysbro Next Champ was transparent and both fairly assessed and rewarded each athlete’s performance. This ena bled young talent from rural and low-income backgrounds to receive the professional training they require to excel at international competitions.

In the coming years, Crysbro intends to amplify the project’s effectiveness by extending the rewards, recognition and support it offers all the chosen athletes. Crysbro Next Champ was a concept formulated and driven by Farm's Pride (Pvt) Ltd. Chairman and Managing Director Mohamed Imitiaz. The project’s founding vision sought to bolster Crysbro’s already significant social contribution as a key pillar of the country’s rural economy by creating sporting opportunity and promoting the message of staying physically and mentally active.

Established in 1972 with just 100 chicks and a deep desire to be a market leader in quality and innovation, Crysbro has emerged as Sri Lanka’s first and most sophisticated, fully verticallyintegrated poultry producer. Its operations span grandparent and parent farms, hatcheries, broiler farms and feed mills. This thriving ‘Farm-to-Fork’ concept has formed the core of its success. In turn, it has yielded unprecedented benefit for numerous stakeholders including direct and indirect employees, out growers, domestic maize farmers and ultimately Sri Lankan consumers.

Budding athletes who have international medal prospect, but finding it hard to reach the top level, are earmarked by the sponsor