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Unique brand

Shayal Devi
Saturday, May 03, 2014

THE handing over of the Fijian Product Certificate for local sugar at yesterday's launch of the Fiji Sugar Corporation — Sugars of Fiji Brand is a significant milestone in Fiji's sugarcane industry.

Speaking at the launch, Prime Minister Rear Admiral Voreqe Bainimarama said Fiji had produced sugar for about 100 years but did not have a unique identity in terms of brand Fiji to it.

"This will change from today with the launch of the new brand that takes into account Fiji's uniqueness through the earthy colours and the traditional masi design," he said.

"Interestingly enough, the designer's grandfather worked for CSR here in Fiji and that brings a certain amount of history and tradition to the branding."

He also opened the new FSC head office in Balawa, Lautoka.

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