Background of Gardenia

Topics: Baker, Malaysia, Bread Pages: 2 (651 words) Published: March 1, 2013
Background of Gardenia
In 1969, an American named Horatio Sye Slocumm was sent by International Executive Service Corporation (IESC) to East Malaysia to start a bakery. Mr. Slocumm brought with him 35 years of baking experience with one of America's leading chain of bakeries. Therefore,Gardenia was born. In honour of Mr.Slocumm’s contribution, ‘Uncle Slocumm’s orginal recipe’ is still carried on the labels of Gardenia bread today. Gardenia Bakeries (KL) Sdn Bhd rolled the first loaf of bread off its line in 1986. It became the bread market leader with an astounding 99 percent brand recall rate and 80 percent top-of-mind recall within four short years. Gardenia's range of products grew and evolved through the years, becoming better and better with each step. Leveraging on its brand strength, Gardenia now produces a variety of baked products to satisfy consumers' demands like Breakthru,Delicia Waffles,Twiggies and others.

In addition, Gardenia’s success began rather humbly. Gardenia Bakeries Malaysia rolled out the first loaf from its production lines in 1986.In a span of four years,it became the leading bread supplier with a 99% brand and 80% top-of mind recall. Malaysia’s increasing demand for fresh and nutritious bread convinced Gardenia to invest in its own fully automated factory in 1991, constructed with a 6,000 loaves an hour capacity. In 1994, an additional state-of-theart plant, capable of producing 10,000 loaves an hour, commenced operations to meet the rising demand for bread. Today, Gardenia’s five factories, each with six fully automated bread lines, produce more than 900,000 fresh loaves a day, making it the largest bread producer in Southeast Asia. Gardenia achieved the Universal Integrated System ISI 2020 certification from the Research Institute of Standards in Islam in 2005. In terms of Superbrand...
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