San Miguel Mills to produce Gold Medal flour

MANILA, Philippines - General Mills Inc., one of the world’s leading companies, will start producing and marketing its Gold Medal Flour in the Philippines as it aims to establish a stronger foothold in the global market.

General Mills Philippines managing director Tess Panganiban said the company will be producing Gold Medal at San Miguel Mills, one of the country’s largest and most modern plants following the termination of its licensing agreement with Liberty Flour Mills.

“We have terminated the licensing agreement so we can build the Gold Medal brand, which already is well-recognized with our consumers,” Panganiban said.

Gold Medal remains the number one selling flour in the country, and its medallion is one of the food industry’s oldest and most respected symbols of enduring product quality and dependability. Only the Gold Medal brand continues to benefit from product improvements and innovations from General Mills’ research and development headquarters in the US.

“What makes Gold Medal stand out in the market is the extensive product research and technological know-how that support the product,” Panganiban said.

Major retailers have already bought Gold Medal flour because their customers continue to look for the brand, Panganiban said.

“There is only one Gold Medal flour and it is the one produced by General Mills. Comparative studies have shown that other brands are not of the same quality since they do not have the same research and product innovation capability,” Panganiban said.

Gold Medal flour was General Mills’ very first branded product more than 140 years ago in the United States, where generations of consumers since have grown up with the iconic brand.

Aside from Gold Medal flour, the Minnessota-based General Mills produces and markets many well known brands such as Pillsbury Hotcake mixes, Betty Crocker cake mixes, Old El Paso Mexican dinner kits, Häagen-Dazs super premium ice cream, Cheerios cereals, Nature Valley granola bars, Yoplait and Green Giant frozen vegetables.

With $16 billion in sales, General Mills now has more than 30 brands that each have US retail sales in excess of $100 million. International sales exceed $2 billion with manufacturing, distribution and sales infrastructure in fast-growing global markets throughout Canada, Europe, Latin America and Asia.