THE new look Sugars of Fiji products will soon enter the New Zealand and United Kingdom markets.
Fiji Sugar Corporation chief executive officer Graham Clark revealed this at the unveiling of its rebranded retail and export brand on Monday night in Lautoka.
He said efforts were also being made to start distribution in Australia and the US.
The rebrand was made possible through Australian Aid’s Market Development Facility and features Fiji blue, symbolic of the national flag and Pacific Ocean while depicting fields of sugar cane across Viti Levu and Vanua Levu.
In launching the rebranded product, Prime Minister Voreqe Bainimarama said the sugar industry was now at a very significant crossroad and faced with significant global competition that had forced them to become more efficient –– to modernise, to streamline, to use fewer resources and reduce waste and to capitalise on their strengths.
