The company said it will recruit more farmers in the province to its supply chain which relies on a network of farmers from whom it buys produce direct, cutting out middlemen.

The company plans to open two more outlets in the eastern Ampara and Batticaloa districts, Ranjit Page, Cargills chief executive, told LBO.

The company has invested 40 million rupees on each outlet, he said at a ceremony where Sri Lankan cricketer Ajanta Mendis was hired as the brand ambassador for the chain.

Page said the Cargills chain has already recruited farmers in the eastern province for its supply chain following the opening of two supermarkets in Trincomalee in the eastern province.

The corporate sector has begun moving into the island's eastern region after it was cleared of Tamil rebels in a military campaign and stability restored.

Cargills has been able to woo more consumers to buy provisions from the supermarkets breaking the traditional purchasing trend, Page said.

As Sri Lanka's middle class expands and gains more affluence, consumers are shifting from neighbour stores to supermarkets.

Cargills (Ceylon) is a diversified company with operations in retailing, manufacturing and restaurants and agri-business with over 100 outlets in 22 districts.

The company has its own supply chain with over 10,000 farmers supplying agricultural products to the outlets.

Page said that by hiring sports stars like cricketer Ajanta Mendis the company aims to inspire youth in the country.

"We trust Ajanta Mendis can be a true idol to the youth of this country and we are confident this partnership is an avenue for Cargills to touch the youth through one of the country's most talented sportsmen."