Gardenia Case Study

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1978: Humble beginnings as an in-store bakery in Singapore 1983-1996: Became the first commercial bakery at Pandan Loop; Rose as the market leader in Singapore. Expanded operations in Asian countries such Malaysia, Thailand and the Philippines 1997: Gardenia entered the Philippine bread market and established its factory in Laguna International Industrial Park (LIIP), Binan, Laguna 1998: Gardenia Philippines started operations with its first state-of-the-art factory rated as one of the largest and most modern bread manufacturing facility in the country 1999: The healthy High Fiber Wheat Bread Loaf is launched 2000: Introduction of the Flavored Loaf and Bun Lines. The first flavored loaves included the California Raisin and Chocolate Chip Loaves. This year also marked the start of Gardenia’s Corporate Social Responsibility programs. 2001: Gardenia launched its version of every Filipino’s favorite, Pan De Sal. 2002: Gardenia opened its doors for a free catwalk tour for guest to experience modern breadmaking. 2003: Gardenia received International Organization for Standardization (ISO) and Hazard Analysis Critical Control Points (HACCP) certifications 2004: Gardenia was accorded Superbrands status by Superbrands Ltd., an independent authority and arbiter on branding 2005: Inaugurated two new plants and its Distribution Centre 2006: Introduced the Muffin-tastic line 2007: Indulged the consumers through introduction of its Amazing Flavored Loaf Line and the Cream Roll Line 2008:

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