Certified to Lead: How New Anthoney’s Became Sri Lanka’s Gold Standard in Poultry

New Anthoney’s Group is officially in a league of its own. As the first and only poultry producer in Sri Lanka to be certified under the globally recognised FSSC 22000 food safety standard, they’ve not only raised the bar, they’ve redrawn the playing field. This is no ordinary certification; FSSC 22000 is the gold standard in food safety, governed by the Global Food Safety Initiative (GFSI) and recognised by international food regulators, retailers, and buyers across the world.

For a Sri Lankan poultry brand to meet this standard isn’t just rare, it’s revolutionary. While many stop at basic hygiene or compliance, New Anthoney’s has gone several steps further to guarantee a food safety management system that’s thorough, traceable, and built for both local trust and global trade. This certification brings Sri Lanka’s poultry industry to the global spotlight, demonstrating that small island brands can lead on big global standards, and do it with pride.

It’s a bold commitment, one that underlines New Anthoney’s dedication to safety, quality, and consumer wellbeing. But it also speaks to a deeper ethos: that ethical food must start with ethical practices, and that excellence in certification should reflect excellence in every step, from hatchery to home.

Quality Begins with Compassion

For New Anthoney’s, quality begins with compassion. Their HarithaHari chickens live in spacious, well-ventilated housing designed to reduce stress and promote natural behaviors. Daily routines and feeding schedules are overseen by a team of in-house nutritionists who craft antibiotic-free feed formulas. Farms also follow rigorous biosecurity protocols, spearheaded by the belief that prevention is more humane and more effective than chemical intervention. These practices align with global standards, including those from the U.S. National Chicken Council, ensuring that animal welfare is more than a buzzword, it’s a daily commitment.

Radical Transparency in Supply Chain

At a time when consumers increasingly question food origin and safety, New Anthoney’s offers complete transparency. Their operations are fully certified to international food safety standards such as FSSC 22000, ISO 22000, GMP, and HACCP, ensuring every chicken is carefully tracked from hatchery to retail. Cold chain audits and third-party testing confirm that every harvest meets top safety and quality benchmarks. This level of accountability gives consumers confidence they’ve never before enjoyed in Sri Lankan poultry, and affirms trust in HarithaHari as a brand you can not just choose but one you can truly count on.

Sustainability That Leaves a Legacy

Environmental stewardship runs deep at New Anthoney’s. In July 2022, they became the first and only poultry company in Sri Lanka to earn greenhouse gas (GHG) verification under ISO 14064-1 standards, certified by Control Union Netherlands. Measures behind this certification include solar installations, energy-efficient equipment, rigorous waste management systems, reduced paper usage, and automation, all aimed at minimizing their carbon footprint. They were also the first poultry provider to ditch fossil-based packaging in favor of fully compostable, plant-based alternatives under the HarithaHari range.

New Anthoney’s commitment extends upstream to feed sourcing. By acquiring exclusive rights to the “Sustainable U.S. Soy” logo, they became pioneers in South Asia and Sub-Saharan Africa to certify their feed’s sustainability credentials. This commitment ensures soybeans are cultivated in ways that respect ecosystems, biodiversity, and social welfare. Vertical integration, from owning Gold Coin Feed Mills to operating Meatlery retail outlets and islandwide delivery, demonstrates their dedication to controlled, eco-friendly growth.

People-Centric Growth: Empowering Staff

New Anthoney’s ethical framework extends to the people behind the poultry. The poultry producer continues to invest heavily in technical and scientific knowledge sharing and transfer, and places very high emphasis in encouraging staffs to pursue opportunities in their areas of expertise. It also recently trained its sales professionals in partnership with the Sri Lanka Institute of Marketing. 

Furthermore, New Anthoney’s champions social initiatives, from donating water purification systems to schools, supporting women’s empowerment, and conducting antimicrobial awareness activities at the University of Peradeniya and local communities.

Leading by Example: Advocacy and Education

New Anthoney’s influence extends beyond production, they lead national conversations on food safety and antimicrobial resistance (AMR). In November 2024, they organized events around World Antimicrobial Resistance Awareness Week, signing national pledges, hosting expert lectures and presenting public workshops.

They regularly exhibit their sustainable brand at expos like the Healthy Living Expo and Living Expo 2025, engaging consumers directly to share knowledge on antibiotic-free poultry, eco-packaging, and informed dietary choices.

These efforts have also included outreach to media partners, culinary professionals, and health sector leaders, broadening the brand’s impact beyond plate and farm, to public discourse and policy influence.

Recognition That Reflects Impact

New Anthoney’s Group’s commitment to ethical, sustainable, and forward-thinking practices has not gone unnoticed. Their work has been recognised across the country by both industry and government bodies, underscoring the impact of their holistic approach to responsible poultry production. In March 2025, they were honoured as the Best Exporter in the Processed Foods category at the 26th Presidential Export Awards, a prestigious acknowledgment of their growth in international markets, commitment to food safety, and leadership in sustainable practices. This follows back-to-back wins for Best Stall at the ProFood AgriBiz exhibitions in 2023 and 2024, where their innovation, presentation, and product quality stood out among peers.

Further affirming their excellence, New Anthoney’s received top honours in the livestock and fisheries category at the National Business Excellence Awards 2024, reflecting their contribution to industry standards and rural economic upliftment. In the digital space, they earned a Bronze at BestWeb.lk 2024 for Best E-Commerce Website, a testament to their polished customer experience and online reach. Meanwhile, their pioneering work in greenhouse gas verification and plant-based, compostable packaging continues to be celebrated across Sri Lankan business media, positioning them as a national leader in sustainability and ethical agribusiness.

Facing Challenges and Charting the Future

New Anthoney’s path has required courage and foresight. Fully transitioning to antibiotic-free poultry was not simple, especially in a country where antimicrobial resistance among avian pathogens remains alarmingly high. Feed costs for antimicrobial alternatives can be steep, but the long-term health benefits, reduced environmental impact, and consumer loyalty outweigh initial investments.

Their certifications are more than certificates, they’re passports to export markets hungry for ethically sourced, traceable, and eco-friendly protein. With global demand rising for safe, sustainable foods, New Anthoney’s is well positioned. The global market in antibiotic-free meat continues to expand with billions of dollars projected in the coming years, and Sri Lanka can now claim a share, anchored by HarithaHari’s credentials.

A Blueprint for Ethical Food Systems

New Anthoney’s represents more than a successful business, it is a model for how agriculture can evolve. Their integrated approach combines animal welfare, traceability, sustainability, community empowerment, public education, and global competitiveness. By aligning vertical integration with ESG principles, they prove that ethical production and profitability can act in concert.

As consumer awareness around health, environment, and values deepens, especially among younger, affluent demographics, brands that can demonstrate integrity, purpose, and care will lead. When Sri Lankan families choose HarithaHari chicken, they’re not just making a purchase; they’re affirming a belief in animals treated well, ecosystems protected, communities uplifted, and food systems they can trust.

New Anthoney’s is more than a chicken producer. It stands at the forefront of an ethical food revolution in Sri Lanka, demonstrating how vertical integration, stewardship, and transparency can not only coexist but thrive together. Their journey offers hope, a blueprint, and a challenge: that the future of food must be humane, sustainable, and inclusive. In every sense, New Anthoney’s is going beyond the coop, raising quality, standards, and expectations for us all.