AWB celebrated the official launch of a co-branding agreement with Flour Mills of Fiji (FMF) last week, building on its strategy to secure end-user demand for Australian wheat by working with international customers to directly target end-product consumers.

AWB Managing Director, Andrew Lindberg, said the agreement was a move to strengthen the leading market position of FMF in Fiji and generate more value for its customers, and for Australian wheat growers.

“AWB has been working closely with FMF to secure end user demand for Australian wheat, and we are on track to achieve annual trade levels of more than 100,000 tonnes of Australian wheat,” Mr Lindberg said.

The co-branding agreement is based on FMF using 100% Australian wheat supplied by AWB, and will involve the AWB White Wheat product brand being used on all FMF wheat flour packaging and marketing materials.

“AWB has built a fruitful relationship with FMF that stretches back more than 30 years, involving more than two million tonnes of wheat supply. By striking a co-branding arrangement within the Fijian market we hope to extend that long relationship by building the market for FMF, and in turn, adding value to the AWB National Pool for Australian wheat growers,” Mr Lindberg said.

Chairman of FMF, Mr Hari Punja, said the agreement enabled FMF to guarantee a superior product for its customers in Fiji and to leverage the AWB White Wheat brand in the domestic market.

“This arrangement will help us grow our market presence here as well as helping create wheat demand security for Australian wheat growers – so it is good for us, good for AWB and good for the Australian wheat grower,” Mr Punja said.

“AWB is the ideal partner for FMF as they supply a consistent and reliable product and had provided   professional development and training services to bakeries in Fiji for many years. This agreement will include after sales service, wheat product selection and development, sales promotion and continuing professional development,” said Mr Punja.

Mr Lindberg said AWB is committed to working with all customers to increase wheat flour consumption and secure end user demand for Australian wheat and will continue down this path to the benefit of Australian wheat growers.