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

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

He added this will strengthen the Fiji Sugar brand globally, and seek ways to leverage Fiji’s unique brand position to support Fiji’s oldest export product.

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 says research was taken to understand buying patterns, consumer preferences, brand selections and brand position, with assistance by the Australian Aid’s Market Developmet.

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