Source: The Fijian Government

The Fiji Sugar Corporation has unveiled its new “Sugars of Fiji” retail and export brand.

The brand draws inspiration from Fiji’s pristine environment and targets new international markets.

FSC Chief Executive Officer, Graham Clark said they are embarking on a new journey, targeting markets overseas with a new look that they feel is a true reflection of the richness of Fiji’s natural landscape, culture, and people.

The new brand features Fiji blue, symbolic of the national flag and the Pacific Ocean while depicting fields of sugarcane across Fiji’s main islands Viti Levu and Vanua Levu.

Prime Minister and Minister of the Sugar Industry, Voreqe Bainimarama who launched the product last night said the rebrand is more than just a name change, having arrived at this point after working for many months to evaluate Fiji’s standing in the world, strengthen the Fiji Sugar brand globally, and seek ways to leverage Fiji’s unique brand position to support Fiji’s oldest export product.

The rebrand was made possible through the Australian Aid’s Market Development Facility (MDF) program.

Clark added that the new-look Sugars of Fiji products will soon enter the New Zealand and UK markets, and efforts were being made to start distribution in Australia and the USA.

The new Sugars of Fiji packaging will be available locally later this week in 1kg, 2kg, and 4kg packs.

The same retail packs will also be available for export shortly thereafter. FSC owns and operates three sugar mills located at Lautoka, Ba, and Labasa.

The sugar industry contributes about 1.2% of Fiji’s GDP and generated about 4.3% of total exports in 2018 based on the provisional data from the Reserve Bank of Fiji.