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Wheat manufacturer enters rice market

Business

WHEAT manufacturer Goodman Fielder has entered the rice market with the launching of its new product Skel Rice in Port Moresby.
Skel Rice was developed over a two-year period to cater for the affordability and quality of consumers.
Goodman Fielder marketing manager Jeremy Fry said: “This is something we have been working on for the past two years. And since February this year, we did deductive research nationally and spoke to 753 people with the purpose of launching the right product for the people of PNG.”
The branding of the rice was done through discussions with consumers and decided upon through a collective process, Fry said.
“When we were doing our research in February, we had some qualitative discussions with market meri in Morobe,” he said.
“Some of the buai boys in Mt Hagen were telling us what they like. We got to know what people in PNG like about their rice.
“Most of the people we talked to said they wanted an English and Pidgin name. We tried a few names before narrowing it down to Skel Rice.”
Fry said the scales for Skel Rice would be available in retailers in Port Moresby by next Monday.

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