The Fiji Sugar Corporation has launched its new Sugars of Fiji retail and export brand at its packaging plant in Lautoka.

Officiating at the launch, Prime Minister and Minister for Sugar Voreqe Bainimarama says this rebrand is more than just a name change, and Fiji has arrived at this point after working for many months to evaluate our standing in the world.

Bainimarama adds that this strengthens the Fiji Sugar brand globally, and seek ways to leverage Fiji’s unique brand position to support Fiji’s oldest export product.

“The Fiji Brand today is modern, it stands for innovation and creativity, it stands for good management, it stands for strength and beauty and above all it stands for quality. Now that we have established this brand, we have to defend it we have a duty to make sure that carries the name of Fiji is of the highest possible quality and holds true to all of the things that Fiji stands for.”

The new look features Fiji blue – symbolic of the country’s national flag and Pacific Ocean, as FSC adapts to consumer trends around the world and draws inspiration from Fiji’s renowned branding as a pristine paradise.

FSC Chief Executive Officer, Graham Clark said research was taken to understand buying patterns, consumer preferences, brand selections and brand position, with assistance by Australian Aid’s Market Development Facility.