LITIA VULAIDAUSIGA
Fijian sugar has been rebranded, as the Fiji Sugar Corporation elevates the global appeal of Sugars of Fiji.
Now featuring a palette symbolic of the national flag and Pacific Ocean, the new look of its retail and export brand is earmarked for markets in New Zealand, the United Kingdom, Australia and the United States.
The change complements rebrands of other Fijian Government assets, such as Fiji Airways, Fiji Airports, Tourism Fiji and Investment Fiji.
“These institutions are all part of a seamless projection of Fiji as a modern and vibrant place for business under one name and one strong ethic of quality,” said Prime Minister and Minister for Sugar, Voreqe Bainimarama.
“Sugars of Fiji is the latest piece of this important commercial structure we are building. Everywhere we export our sugar, it will be perceived and known as the sweet tasting, high- quality sugar from Fiji.”
The process was assisted by Australian Aid’s Market Development Facility, and is available in packs of 1kg, 2kg and 4kg.
“We are committed to taking FSC forward in an innovative and future-focused manner; this means adapting to consumer trends around the world and drawing from Fiji’s well-established global brand as a pristine paradise,” said FSC Chief Executive Officer, Graham Clark.
Sugar is Fiji’s oldest export product.