After 50 years Rewa Rice limited has been rebranded to Fiji Rice Limited. The unveiling was done by the Minister for Industry and Trade Mr. Faiyaz Koya in Labasa last night where he said that the biggest advantage of the rebranding is the ability to reach new customers both locally and internationally, adding the benefit will make the company more profitable. Minister Koya said the rebranding is part of Government’s and the company’s efforts in building a strong BRAND FIJI across all Government entities, particularly with commercial enterprises. He said Fiji Rice now joined bigger companies and organisations such as Fiji Airways, Investment Fiji, Tourism Fiji and Film Fiji. “The company’s new brand name is the culmination of a number of improvements that the company has made recently in order to improve and enhance its services,” he said. “The new brand reflected a new vision for the company and perhaps the biggest advantage in refreshing the look and feel of your brand is the ability to reach new customers both locally and internationally. Ultimately, these benefits of rebranding will help make the company more profitable,” he added.
Rewa Rice Limited (RRL) was established in 1966 and has been an important source of livelihood in Fiji for many decades. Newly christened, Fiji Rice Limited Board Chairman Mr. Raj Sharma said that the new brand name and logo marks a significant milestone for the company. Mr. Sharma said along with the opening of a new rice mill in Dreketi in April this year, production is expected to greatly increase. Fiji Rice Limited chairman, Raj Sharma acknowledged Government for its continuous support to the rice industry. Mr Sharma said the company had seen a huge increase in paddy supply mainly because of more farm development, machineries and improvement to the mills.
Mr Koya said with regards to Fiji’s rice industry plan, the rice industry remained an important source of livelihood in Fiji and with rice having been cultivated in the country for many decades. “With the premium price for rice paddy, Fiji Rice purchases paddy at a government’s subsidised price of $650-$750 per tonne, which is over and above the market rate of $550 per tonne,” he said. “Furthermore, in supporting our farmers, the government has provided an estimated $2.4 million since 2011 for the purchase of paddy.” The Fiji Government believes that rebranding of Rewa Rice Ltd to Fiji Rice Ltd will help it reach new customers locally and internationally. “These benefits of rebranding will help make the company more profitable,” Minister Koya said. “This new brand will confidently position the company amongst its competitors and at the same time; enable Fijians to get their hands on new products that provides a wide range of choices.” he added.