THE Fiji Sugar Corporation has re-branded raw sweetener produced in the country to Sugars of Fiji – pure sugar from nature.
The re-branded product line was launched by Prime Minister and Minister for Sugar Voreqe Bainimarama last night in Lautoka. Mr Bainimarama said the re-brand was more than just a name change.
“We have arrived at this point after working for many months to evaluate our standing in the world and strengthen the Fiji Sugar brand globally,” he said.
“We have also sought ways to leverage Fiji’s unique brand position to support Fiji’s oldest export product.
“Sugars of Fiji is the latest piece of this important commercial structure we are building.”
Mr Bainimarama said the re-branded product and its packaging would ensure that sweetener exported from the country would be perceived as sweet tasting and high quality in regional and international markets.
