Goodman Fielder's Slogans & Taglines

Goodman Fielder is a leading Australasian food company with roots stretching back to 1864, when Geo Fielder & Co. began flour milling in Tamworth, New South Wales. Born from the 1986 merger of Australia's Allied Mills and New Zealand's Goodman Group, the company has evolved from humble regional milling operations into a multinational powerhouse manufacturing bread, small goods, dairy products, margarine, edible oils, dressings, and various food ingredients across more than 40 manufacturing sites. Its iconic brands—including Helga's, Wonder White, Vogel's, Meadow Fresh, Praise, and MeadowLea—have become staples in households throughout Australia, New Zealand, Fiji, Papua New Guinea, and beyond. Acquired by Wilmar International in 2019 after a period of joint ownership with First Pacific, Goodman Fielder continues to honor its century-long promise of nourishing daily life. With over 5,000 employees and a portfolio spanning retail grocery and commercial food service, the company transforms simple, quality ingredients into the trusted foods that millions of families enjoy every day, proving that heritage and innovation can rise together.