In 1957, three bakeries merged: Valentine Bakery, owned by the Chang

Family, Powell’s Bakery, owned by the Powell Family and Huntington,

owned by the Seivright Family. The new company, now called
Consolidated Bakeries Jamaica Limited, opened the doors of a new
factory at the foot of Red Hills, where the tradition of baking goods of
pure wholesome goodness began.
At that time, an annual Band Concert with the Jamaica Military Band
was a family oriented event with balloons and live music from guest
singers in our Community. This was held on our grand front lawn with
the Bird Bath.

As we look back upon that time, there are many stories to tell. There
were the horse drawn carts making home deliveries of Krispy Krust,
Hardough bread, Brown Bread, Sandwich Bread, Sharry Anne cakes,
Nancy Mae cakes and Bonnie Joy Cookies.

Black cakes and fruit cakes were decorated into elaborate three-tier
wedding cakes on a sterling silver base. For birthdays and special
occasions with choices of vanilla or chocolate, cakes were baked and
personalized in the Pastry Department. On busy Novembers, Christmas
Cakes were ordered, wrapped and shipped by Purity to North America
and United Kingdom destinations.

And, who can forget our Front Shop with its circular driveway that we
shared with the neighbourhood vendors of Jerk Chicken on a weekend
night. Inside the double glass doors, one could smell the fresh bread on
the shelves.
Many things have changed but the tradition of baking fine products
have remained. Consolidated Bakeries is now owned by the Chang
Family, where the stories of the past remain an honoured part of our
history.

We are very proud to be a family owned and family run business. Our
emphasis of pure wholesome goodness continues with the use of fine
ingredients that allow all our products to be enjoyed and savoured
island wide and worldwide.

Miss Birdie and the Hearty Goodness brand lines have joined our
traditional Purity products, which are now distributed island wide.
These brand lines, with their attractive packaging, nutritional values
and excellence in taste have made a successful entry into the Jamaican
market place.

 Our Distributors have taken our Easter Buns: Purity and Miss
Birdie buns to cities in Canada, USA and UK.
 Our buns, with their moist taste, are renowned and extremely
popular in Jamaica and in the overseas market. We are proud to
be the “bun of choice” for many consumers.
 Our Pastry Department bakes a varied assortment of popular
goods that are only sold in our Retail shops.

With over 50 years of traditional family recipes, Purity uses the best
available ingredients to provide the healthier choice for the entire
family. Not just big on healthy living, Purity promises quality products
made from wholesome recipes that taste good. Purity aims to establish
itself as the healthier alternative and become the household name for
reasonably priced healthy products, which the entire family can enjoy.
From the casual eater to the health conscious consumer, the Purity line
of products presents the better alternative.

Using traditional recipes, created with love, Miss Birdie delivers tasty,
savoury and premium products that bring joy to those who choose to
indulge. Personifying what is good and unique about the Jamaican
grandmother, Miss Birdie encourages all to be kind, give love and
always show respect. Furthermore, Miss Birdie maintains traditional
standards of simple living, and a belief that we are each our brother’s
keeper, and with simple acts of kindness we can spread the love that
makes us all genuinely good people.

Demonstrating the promise of delivering products that not only taste

good but is good for your health, the Hearty Goodness line uses the
best ingredients to achieve this. With products such as the 100%
Whole Wheat Bread, the Sugar Free Bun and the Wheat Bun, the
Hearty Goodness line caters to those who are really concerned about
the products they consume, who need to maintain a healthy diet for
medical reasons or who genuinely want to see to their personal health
in a more dedicated way. It furthers the mission of producing pure
wholesome goodness from our ovens to your homes.

ABOUT US

Over 50 years ago the Purity baking tradition began in Jamaica. Today
the Chang Family continues that proud tradition by providing families
with a wide variety of breads and buns that are sure to please
everyone.

From our Miss Birdie Bun and Hearty Goodness bread line to our very
popular snack buns, Purity Bakery is proud of the smiles we put on
people’s faces and the healthy bread we provide. Our bakers use fresh
ingredients and the timeless recipes that made Purity a healthy
Jamaican Favourite.

Our Products, under the brands of Purity, Miss Birdie and Hearty
Goodness are baked at Consolidated Bakeries at 2 f Valentine Drive in
Kingston. We have been at this location since 1957. Our facilities
include our Retail shop, our Head Office, Baking Plant and Maintenance
Department.
Our plant reflects our strong commitment in operating at a high
standard of efficiency to produce baked goods according to the Jamaica
Bureau of Standards. Our Retail shop in Kingston is situated at the front
of our baking facilities. It is stocked and restocked with products
directly from the plant to meet the needs of the customers who prefers
to shop here for home or to have a snack for lunch.

The maintenance department is responsible for servicing of our

vehicles, maintaining our machines and also ensuring the safety and
the beauty of the grounds of our bakery. Our Head Office houses all the
departments such as Sales, Accounting and Human Resources and
Management Teams that are responsible for the day to day operations
of Purity Bakery.

OUR PRODUCTS
PURITY, MISS BIRDIE EXPORTS
UP BY 25% IN JUNE QUARTER
POSTED ON AUGUST 20, 2014 BY WWW-ADMIN

CONSOLIDATE
D Bakeries’ brands of Easter bun helped boost export sales by 25 per
cent during the three months to June 30.

The bakery is trying to extend the export of bun beyond Eastertime to

all year round.

The maker of Purity baked products has also been seeing success with
its Miss Birdie brand of corn, snack and wheat crackers in the overseas
market.

“We are also testing the market with the Purity spiced buns and other
single unit baked products,” Consolidated’s business development
manager, Victor Salazar, told the Business Observer.

Export revenue accounts for up to 10 per cent of $191 million in sales

recorded during the quarter by the company. Overall, revenue for the
quarter was 22 per cent higher than year-earlier levels.
The focus markets for exports thus far are Canada, United Kingdom
and southern and eastern parts of the United States.

“We expect to make steady and deliberate progress in our export

efforts,” said the company.

However, increased focus on prices by consumers in a tough domestic

economic environment, where the purchasing power of household has
been squeezed and purchasing behaviour has changed, forced the
company to absorb some of the increase in costs.

“During this period, price increases were low due to market

competition and in a response to the difficulty shopper’s face because
of a constrained household budget,” the company said.

As a result, net profit fell by 28 per cent from year-earlier levels to

$7.3, million for the three months to June 30.

Operating expenses climbed by 21 per cent to $57 million.

“Increased operating costs occurred in activities that will benefit future

quarters such as engineering, branding and reorganisation,” the
financials stated. “The company will continue to seek ways to reduce
cost of operations.”

PURITY’S REBRANDING

POSTED ON NOVEMBER 17, 2008 BY WWW-ADMIN

In 2001, Purity Bakeries took the decision to reorient the branding of its
products into two main brands: Purity and Wonder. Each brand to have
its own individual characteristics and personality. A decision was also
taken to rebuild its image and while the Company was in the process of
rebranding, it was decided that the image building and rebranding
would take place simultaneously. As a result, each brand has its own
logo and package design which is different and unique. The corporate
logo representing the Company was retained unchanged.
Purity brand represents mainly white breads for regular consumption
targeting the entire family as the wholesome family brand. Purity’s
brand personality represents a mother figure, someone who is
dependable and always there for the family. Purity products should be
seen as being versatile and affordable, modern and hip. Purity brand
encompasses products such as: Ol’ time special bajan salt breads,
Regular white sandwiches, Machine loaf, Large choice, Dinner rolls,
Vienna loaf, Hot dog rolls, Hamburger buns and the Purity Pleasures
range of different breads bimonthly. Purity’s tag line is “Baked to
perfection”.

Wonder brand represents mainly brown or whole wheat breads for

regular or special occasion consumption targeting those consumers
who are health and diet conscious. Wonder brings to mind stability,
strength and youth. Wonder’s brand personality exudes keeping fit,
personal training, maintaining a sense of balance in one’s diet. Wonder
brand consists of products such as: Allrounder, Fibre 6, Granary, Raisin
bran loaf, Whole wheat fruit loaf, Whole wheat buns, Whole wheat
bajan salt bread, 100% whole wheat sandwich, Whole wheat Vienna
loaf, Whole wheat dinner rolls and whole wheat submarines. Wonder’s
tag line is “The Healthy Choice”.

Purity took the opportunity to brand the front store depot “The Purity
Shoppe”, the trucks were also rebranded using the Purity and the
Wonder logos. The Sunshine brand has remained though with only two
products under its umbrella.

It is expected that this rebranding and image building will take Purity’s
brands well into the 21st Century as the market leader and trend setter
on the Barbadian bread landscape. And in so doing, cement Purity’s
position as “Bakers of Barbados’ Best Bread”.

PURITY IPO: A HEALTHY

INVESTMENT
POSTED ON MAY 2, 2008 BY WWW-ADMIN
CONSOLIDATED Bakeries (Jamaica) limited popularly known as “Purity”
is seeking to raise $97 million in an Initial Public Offering (IPO). For
investors who are seeking a home for their funds, this eagerly awaited
investment would be ideally suited to their portfolio.

For those of you who may not be familiar with Purity, it is a wholesale
bakery that manufactures baked products primarily under its “Purity”,
“Miss Birdie” and “Hearty Goodness” brands. They have a distribution
network to Kingston’s metropolitan and urban areas, Spanish Town and
Clarendon population centres throughout Jamaica which is serviced by
50 sales employees and contracted persons. They are growing exports
to the Jamaican diaspora and ethnic markets of North America. With
their eye on exports, last year, their products were sold in to Loblaws,
one of Canada’s largest food retail stores and they expect this
arrangement to continue.

The company began in 1957 where families owning three bakeries

came together: Valentine Bakery, owned by the Chang Family; Powell’s
Bakery, owned by the Powell Family; and Huntington Bakery, owned by
the Seivright Family to form a company now called Consolidated
Bakeries (Jamaica) Limited (CBL).

CBL has been baking up goodness for its consumers for over 50 years.
Located on 30,000 square feet of production facility on Valentine Drive,
off Red Hills Road, CBL is owned by the Chang Family whose founder,
Gladstone Chang, has been in the business for over 80 years.
Incidentally, Gladstone Chang is the father of the iconic Thalia Lyn who
is no stranger to the business community and is the CEO of Island Grill.
The Chang Family is committed to providing Jamaica, its consumers
and its staff with wholesome, nutritious products at good value. Health
is very important to the Chang Family “it’s who they are” and they
extend this healthy living mind-set to their 120 members of staff.

The company intends to use the proceeds of the IPO to further

strengthen its operations, retool and improve its operational processes
so as to fulfil its strategic plans and business goals, improve the
company’s financial and non-financial performance. The use of
proceeds includes, but is not limited to, strengthening the company’s
working capital and reducing debt levels; improving their distribution
by installing computerised route management systems and improved
production.

I am sure you are asking the question: “Why should I buy Purity
shares?” To give a short list of strong positives; the company has
annualised sales of $500 million and has strong potential to become
the definitive number 2 bakery/seller of baked products in Jamaica
behind National bakery. Purity also has a dominant position in certain
categories and it wants to grow and strengthen those segments.

Its balance sheet is comparative to a main market company (asset rich

with low debt). Not to mention, CBL has a long-standing company
history and brand recognition in the marketplace. Their property
holdings which adjoin PriceSmart will enable them to further expand if
they so desire. Of note, profit before taxes as at December 2011 stood
at over $22.3 million, shareholder equity grew 3.94 per cent in a year
and turnover in the same period increased by 11.58 per cent.

Last, but not least, their management team has since been enhanced
with the addition of Anthony Chang as managing director (formerly of
the LASCO Group of Companies). Anthony Chang has over two decades
of experience in leading and managing businesses. He is also a past
president of the Jamaica Chamber of Commerce and is a director on
several prominent companies. Another name you may recognise is
Vincent Chang who is the chairman of the Board of Directors. Chang
has over 25 years in the baking industry and holds degrees from
Loyola University in Canada. He has also completed several
professional courses at the American Institute of Baking. Each
company on the Junior Market has to have a mentor and Keith Collister
holds this position. Collister has a wealth of experience as an analyst
and is the director of Special Projects (Finance and Planning Division) of
Sandals Group and Chairman of Appliance Traders Pension Fund.

The company is also guided by a diverse and experienced Board of

Directors; Vincent Chang (chairman), Anthony Chang (executive
director), Nicola Chang Murphy (executive director who also serves as
the company’s director of Sales and Marketing), Thomas Chin
(executive director), Noel daCosta, CD (independent non-executive
director) and Philmore Ogle, CD, OD, FCA (independent non-executive
director).
This company believes in creating its own niche market rather than
competing. Their plans are to excite the consumer with different
products (sorry I can’t elaborate on this as it will spoil the surprise
when the new products hit the market). They believe in and stand by
giving their consumers “wholesome goodness in every bite”.

PURITY BRINGS IN CONSULTANT

TO IMPROVE PLANT
OPERATIONS
POSTED ON FEBRUARY 13, 2013 BY WWW-ADMIN

Consolidated Bakeries Jamaica Limited,

which trades as Purity, has been working with a consultant to improve
its manufacturing processes.

Rene Gauthier, who has 30 years’ experience in the bakery market,

was hired shortly after Purity’s mid-November public share offering to
raise J$97m of equity on the stock market.

“It has always been my goal to change our processes and improve the
quality and efficiency, and Rene is here to do just that, along with his
recommendations,” said Plant Manager Javier Salazar.

Gauthier, who is from Canada, is said to be skilled in the analysis of

production methods and procedures, as well as equipment selection
and equipment layout.

He made his first trip to Jamaica in early December to look at the

existing plant on Valentine Drive in Kingston.
“The first goal was to evaluate the equipment, naturally. The other big
point was to analyse the process and make the process uniform so we
can improve quality total,” said Gauthier. “Then I am to help them
develop new product, and I will look at all their formulations to see if
there are any cost-savings there. I also looked at their process looking
at how to do cost-saving. We’ve already discussed a pretty big one on
energy.”

Gauthier said over time he will also be recommending what pieces of

equipment need to be changed.

“I still believe the equipment they have is capable of doing things, but
long term you have to pick and choose which pieces to move,” he told
Wednesday Business.

OPTIMUM PERFORMANCE KEY

He is also addressing knowledge of the workings of the machines to

ensure their optimum performance, and will next address consistency
in production.

“From there, we have to evaluate how the improvements have affected

the product and then, maybe, we have to do a little change to make
sure we don’t deviate too much from the customer product,” Gauthier
said.

Purity’s managing director, Anthony Chang, said his company is

focussed on lower overheads and a higher-standard product.

“There are a lot of plans for the future, including attaining cleaner
labels and, overall, providing affordable nutritious products to all
Jamaicans,” said Chang.

Chang Sees 'Purity' In Public Ownership

As Growth Strategy
Published:Friday | February 17, 2012 | 12:00 AM
 PreviousNext

Sabrina Gordon, Business Reporter

Consolidated Bakeries Jamaica Limited began more than half a century ago as a
tri-family merger of interests.

But the decidedly private company has had a very public presence and a place in
Jamaican households through its enduring brand, Purity.

Consolidated began in 1957 as a combination of the bakery assets of the Chang,

Powell and Seivright families, who were the respective owners of Valentine Bakery,
Powell's Bakery and Huntington.

Now, only the Changs remain as owners 55 years later, and they are readying for the
next transition - taking the company public and listing on the junior stock exchange.
Managing director of Consolidated/Purity Bakery Anthony Chang is selling the plan as a
pre-emptive move.

"The decision was taken over a period of several months. We decided to take a look at
the company - where we will be 50 years from now - and it is our impression that we
need to strengthen our ability to meet the challenges in the years to come," he told
the Financial Gleaner.

The IPO is expected to debut within the next four to five weeks.

"We are in the stage of generating the prospectus so we can't disclose much
information," said Chang.

"It will allow us to put in the proper governance structure, use the proceeds to help build
the distribution network, plant improvement and strengthen the balance sheet."

Chang left the employ of Lascelles Chin's company, Lasco Group, to rejoin the family
business last year.

Three smaller companies

He departed after helping to steer one of the most successful IPOs on the junior
exchange. In preparation for going public, Lasco split into three smaller companies,
each of which were listed individually. The stocks have been among the stars of the
market since their debut.

Consolidated's IPO is being arranged by Stocks & Securities Limited. The company is
now primarily owned by Anthony Chang, Vincent Chang and Nikki Chang.

The family will be required to offer at least 20 per cent of the company to the market to
qualify for listing on the exchange.
Consolidated is the maker of buns breads and pastries. It sells under brands Purity,
Miss Birdie and Hearty Goodness.

By going public, Chang is positioning to invest in Purity's Red

Hills plant to make it eight-10 per cent more efficient by the first year.

Consolidated sells in Jamaica and to markets in the Caribbean, United States, Canada
and the United Kingdom.

"Export is a small per cent of sales; it's not huge," said Chang.

"Going public now will help close some of those gaps." Its IPO proceeds will provide the
resources to expand, he said.

Consolidated does annual sales of about J$500 million. It has more than 2,000
accounts and serves about 30,000 retail shops.

"Output is not a problem at this time, what we need to do is make sure we produce
efficiently," Chang told Financial Gleaner.

"We intend to defend our position in the market with a computerised system and greater
logistics; fill the gap in the market place in terms of strengthening our distribution; and
be at least the top two or three in any category of products produced," he said.

In December last year, Consolidated introduced wheat and corn crackers to the market.

Within the next three weeks, the company said it will launch a soya bread.

In year one of going public, Chang says he plans to upgrade equipment, refine the
production process and bring in fresh management talent "from outside Jamaica who
have worked in some of the largest bakeries in the world".
Within 18 months, he plans to introduce another line for buns, but wants to be "careful
and prudent so that we match our projected increase in output with our projected sales,"
he said. "We will take a very measured approach to expand our output capacity."

Nikki Chang is already weighing the logistics in anticipation of growth and has amped
up the marketing of the company's products.

Three weeks ago in late January, the company launched a J$1-million advertising
campaign.

"We want to strengthen our impact in all the different channels - wholesale,
supermarket, gas stations, small shops; we want to make a substantial difference in
how we operate by going public," said Nikki, who is in charge of sales and marketing.

Consolidated employs about 120 workers.

sabrina.gordon@gleanerjm.com