Minister Shaw lauds Consolidated Bakeries (Jamaica) Ltd’s F1RST product line

Minister of Industry, Commerce, Agriculture and Fisheries, Hon. Audley Shaw; and Attorney-at-law, Arnaldo Brown, break cassava bread at the launch of Purity's Gluten Free and Reduced Gluten Product Line, at the Consolidated Bakeries (Ja) Limited (Purity), Kingston on Wednesday, June 19, 2019. Looking on (from left) are Purity’s Managing Director, Anthony Chang; and President, Jamaica Manufacturers and Exporters Association, Metry Seaga. Purity is on a journey to using simpler ingredients and producing healthier, affordable products under its ‘FIRST’ line, which utilizes cassava in making cassava bread made wholly of Jamaican input, as well as chocolate and banana flavoured N'UFFINS, gluten free and reduced gluten product.

Minister of Industry, Commerce, Agriculture and Fisheries, Hon Audley Shaw, has hailed the launch of ‘FIRST’, a new line of low and no gluten added product by manufacturer, Consolidated Bakeries (Jamaica) Limited, as “impressive and the sort of innovative thinking that is needed” in the industry.

Under the brand name, Miss Birdie, this product expansion will see the initial rollout of chocolate and banana-flavoured ‘N’uffins’ muffins and reduced gluten bread.

Made with locally grown cassava flour, Miss Birdie is not only providing healthier treats for the family, but at the same time, supporting our local farmers. In supporting the ‘Eat What You Grow and Grow What We Eat’ campaign, the cassava flour sourced for these pastries are produced and supplied by local farmers.

“As a country, we welcome this bold step towards helping us along the path of agricultural sustainability by supporting our local industries and, buying Jamaican so that we can build Jamaica through forward linkages,” said Minister Shaw.

The Industry and Commerce Minister was speaking at the official launch of the product line, at Consolidated Bakeries (Jamaica) Ltd. offices, Valentine Drive, Kingston, on June 19.

Mr. Shaw further noted that this pioneering initiative must be seen as a testing ground for Consolidated Bakeries.

“Globally, there is a rush for healthier eating. The more sophisticated the world becomes is the more people are looking for healthier foods. Therefore, you should now set your sight on regional and global markets and, the diaspora. Also, third country markets that are looking out for exotics like these that are healthier for the body,” the Minister added.

By adding low gluten and no gluten products, Consolidated Bakeries only uses unbleached, bromate-free flour and eliminates trans-fat, animal-based fat, high fructose corn syrup and Azodicarbonamide (ADA) from its product formulation.

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