Yesterday marked another milestone achievement for FMF Foods Limited as it celebrated 45 years of existence in Fiji’s manufacturing industry.

At the same time, it was about recognising one of Fiji’s most-loved biscuits, the FMF Breakfast Cracker, as an iconic product.

Biscuit Company of Fiji Operations manager Ritesh Nandan said: “As FMF celebrates its 45th birthday this year, we would like to thank all our customers for readily accepting the FMF breakfast crackers into their households and making it a family favorite.

“Although FMF Foods Ltd (formerly known as Flour Mills of Fiji Ltd) started in 1973, the company introduced breakfast crackers into the Fijian market in 1991 by opening a subsidiary company under the name Biscuit Company of Fiji Limited (BCF).

“This factory began production solely with the 375g breakfast cracker pack that became an instant hit. FMF Breakfast Crackers were made with a unique and original recipe that made them softer and more wholesome.

“They were the first to be made with pure vegetable oil and were also presented in attractive packaging, designed to keep the product fresh and crisp.

Seeing potential and consumer need, in 1993, Biscuit Company of Fiji Limited had started production for export to the island markets and by 1997 we had presence in Australia, New Zealand and America.

However, the breakfast cracker journey is not only about sales, it is also about providing for Fijian families.

“A factory that started out with only 80 employees in 1991 and one biscuit product now has 420 employees, manufacturing over eighty varieties of biscuits for our local and export consumer taste.

“Amongst these is the Fine Fare Breakfast Cracker, designed solely for an emerging market that loves a more creamier taste than the traditional FMF Breakfast Cracker.

FMF breakfast cracker promotion

“Hence, we decided to reward all our breakfast cracker customers by giving them a chance to win a share of $45,000 cash.

“There will be 286 winners in total, 26 winners each week from now till the 24th of December and on the 12th of January five lucky winners will win $2,500 each.

“Consolation prizes of recharge cards and cartons of their favorite breakfast crackers will also be given to other winners.

“You can consider this as one of the biggest promotions FMF has run in recent years.

“FMF Breakfast Crackers, like FMF flour has become so synonymous with the FMF brand that on our 45th birthday we had to recognise it for its iconic status in Fiji and internationally.

“It is shared in every home in many ways and continues to be the original breakfast cracker choice in the Fijian market.

“FMF brought this family favorite into the market because it understood consumer preferences and needs of original product. Originals last forever.

“We encourage our Fijian consumers to also choose the original, participate in this promotion and give themselves a chance to win some cash.”

In terms of markets, managing director of FMF Foods Ltd Group of Companies, Ram Bajekal said they are already selling to 21 countries across the Pacific region.

“There are two countries which we don’t sell to that is Guam and Timor Leste, where we do not have a very strong presence.

“They are logistically very difficult for us to reach which is poses a challenge. So for us it’s about more markets penetration rather than any new markets that we would be looking at.”

Feedback: maraia.vula@fijisun.com.fj