THE Guyana Sugar Corporation (GUYSUCO) yesterday held a prestigious launching of its packaged sugar, 'Demerara Gold' at the Savannah Suite of Le Meridien Pegasus Hotel, Georgetown.

The commodity, manufactured and packaged exclusively by GUYSUCO's Blairmont Estate in Berbice, comes in packets of one, two and five kilogrammes and will be available in supermarkets around the country from today.

The initial wholesale distributors of the commodity are Bryden and Fernandes and Geddes Grant in Georgetown, and Gopaul and Company, Trinidad and Tobago.

'Demerara Gold', made of superior quality golden brown crystals and manufactured to specifications following intense market research, is to be traded internationally, GUYSUCO officials said.

Chairman of GUYSUCO's Board of Directors, Mr. Vickram Oditt noted that the corporation is currently regarded by its main refining customers in Europe as among the top African, Caribbean and Pacific (ACP) producers, in terms of quality and reliability of supply. He added that the new product, 'Demerara Gold', "places us up there, as a world class sugar industry, in terms of quality."

Ouditt said with 'Demerara Gold' now on the market, customers can expect to see on the shelves, other brands such as 'Demerara Light', 'Demerara Dark' and 'Demerara White or Refined'.

So far, the response from the local market has been good, and already, Caribbean markets have indicated interest in the product. Indications are that GUYSUCO is to form partnerships with the private sector in an effort to promote marketing.

The sachets, which have proven ideal for the hotel industry and airlines, may be custom packaged to suit customer needs.

Le Meridien Pegasus was complimented as being the first to agree to market GUYSUCO's sachets of sugar, which are packaged in boxes containing 25 each.

And Director, Administration and Marketing, Ms. Nisa Surujbally saw the occasion as very important for GUYSUCO and a very significant milestone for Guyana.

Recalling that Guyana's sugar industry, which came on stream some 350 years ago, was initially geared to supply the European market, Surujbally noted that times have changed and challenges have arisen, making it necessary to review the corporation's vision of sugar.

The idea of 'Demerara Gold', she said, was conceptualised some 10 months ago when the Board of Directors and management officials met at Herdmanston House in Georgetown for a brainstorming. The meeting was aimed at developing a forward-looking vision, which will ensure that GUYSUCO remains a sustainable and profit-making entity well into the future.

Surujbally said that market surveys were done and much time spent in "getting it right" - coming up with a product that is safe, tasty, has the right colour and generally consistent with quality controls and meeting international standards.

She was heartened that the product has been so well received, adding that GUYSUCO never envisaged the kind of demand that has come with the markets.

Commenting on the quality of the product, Surujbally stressed that 'Demerara Gold' is a natural sugar.

"I want to emphasise that to all our customers, especially the international representatives who are here. This is a natural crystal. It is not a crystal that was made into white sugar and then browned."

She outlined that GUYSUCO has a policy which prohibits the use of chemical additives in its product.

Meanwhile, noting that GUYSUCO, in addition to its European markets, is now trading sugar to the Caribbean Community (CARICOM) in a "big way", Surujbally disclosed that exports to the region during 2002 amounted to some 60,000 tonnes.

She congratulated General Manager of Blairmont Estate, Mr. Anand Persaud and team of very diligent and hard working staff for making the venture a success.

Apart from Trinidadian distributor, Mr. Donald Gopaul, who was at yesterday's launching ceremony, arrangements are being made to identify distributors in Antigua, Suriname and the Bahamas. GUYSUCO also has plans to take its markets farther afield, including to the United States of America.

Meanwhile, joining in congratulating GUYSUCO on its accomplishment, Mr. Phillip Fernandes of Bryden and Fernandes, wholesale distributor both in Guyana and Trinidad, noted that it was a proud moment for the corporation and Guyana.

He observed that the quality of the product, along with its new packaging and improved appearance, was evidence of GUYSUCO's efforts and hint at its anticipated success.

Fernandes praised the evidently long and hard work put in by the staff of GUYSUCO to realise this goal, adding, "they possess the vision, knowledge and dedication, and I commend them for this fine venture."

Mr. Lakenaraine Shivraj of Geddes Grant noted: "We see this initiative by GUYSUCO as a commendable one in a number of ways. It shows that GUYSUCO is aiming to take back possession of a brand which originated in Guyana."

He said he was happy to hear that GUYSUCO is taking steps towards trademarking the product across the globe, adding that brand naming and quality are vital for survival in today's marketing arena.

Assuring that Geddes Grant's distribution strength goes beyond the shores of Guyana, he said his company is prepared to take advantage of these markets in selling the product being launched.

Congratulating GUYSUCO on the initiative, Gopaul said he felt confident that 'Demerara Gold' will win the hearts of customers and he looks forward to the partnership with the corporation to make 'Demerara Gold' a household name in Trinidad and Tobago.

And Minister of Agriculture, Mr. Navin Chandarpal commented: "We are today participating in a very significant occasion that marks the beginning of our quest to bring back 'Demerara Sugar' to its original and genuine home - Guyana. The moment is historic and, perhaps long overdue."

The minister observed that time has seen many incarnations of 'Demerara Sugar' and its widespread adoptions by sugar producing countries all over the world.

He alluded to the fact that sugar beet manufacturers are now producing what they call 'Demerara Sugar', with much of it being refined sugar coated with molasses.

Taking pride in the 'Demerara Gold' being manufactured by GUYSUCO, Minister Chandarpal stated: "Ladies and gentlemen, GUYSUCO is about to `create a stir' and let the world experience the natural flavour and unique qualities of 'Demerara Sugar', produced in the land of its birth."

Chandarpal said the Government has entrusted the Board of Directors and management and staff of GUYSUCO with the task of realising the vision of the future of the industry - one that has been shared and corroborated by the multilateral financial agencies. Such agencies, he said, "have analysed our investment plan with a proverbial fine-tooth comb".

To this end, the minister congratulated GUYSUCO's effort at partially delivering the vision of launching 'Demerara Gold' and assured that the Government is fully committed to the industry and will give the necessary support to ensure that its objectives are achieved.

In closing, GUYSUCO's Chief Executive Officer, Mr. Michael Boast thanked all those concerned for their input at all levels in putting together what he referred to as a "world class" sugar and an "outstanding packaged product" in specification, quality and content. He announced that GUYSUCO is on the road to acquiring the international ISO 9000 standard for its operations.

Using cultural presentations to display the product were beautifully costumed staff of GUYSUCO who created a stir as they danced into the auditorium to the beat of African drums.

Among the distinguished gathering were Minister of Fisheries Crops and Livestock, Mr. Satyadeow Sawh, members of the diplomatic corps and GUYSUCO's Board of Directors. - (SHIRLEY THOMAS)