JAROME LUAI NAMED TRUKAI’S NEW FACE IN FOUR‑YEAR DEAL
RUGBY league superstar Jarome Luai has been named the new face of Trukai Industries, joining one of Papua New Guinea’s most iconic household brands in a major four-year partnership.
The long-term partnership will see Luai play a leading role across Trukai’s brand, community and sporting initiatives throughout Papua New Guinea and the wider Pacific.
Trukai has been a household name in Papua New Guinea for more than 50 years and is the country’s leading supplier of rice.
The company is majority-owned by iconic Australian food company SunRice Group, reinforcing the scale and heritage behind one of the region’s most recognisable consumer brands.
Luai’s appointment represents a significant new chapter for Trukai as the company continues
to strengthen its connection with rugby league, community and the next generation of Papua
New Guineans.
A four-time premiership winner and one of rugby league’s most recognisable personalities, Luai has built a reputation not only through his success on the field, but through his confidence, leadership and strong connection with communities across the Pacific.
Trukai Industries General Manager PNG and Solomon Islands, Andrew Grace, said Luai was a natural choice to become a major face of the brand.
“Jarome is one of the most recognisable and successful players in rugby league, but what makes this partnership particularly exciting for us is what he represents beyond football.
“His journey, resilience, confidence and determination resonate strongly with the values of Trukai and with people across Papua New Guinea.
“We see this as much more than an ambassador arrangement. This is a long-term relationship, and we are incredibly excited to welcome Jarome into the Trukai family and have him play an important role in the brand over the coming years.”
Luai said the opportunity to represent a brand with such a deep history and connection to Papua
New Guinea made the partnership particularly meaningful.
“Trukai is a brand that means a lot to people in PNG, so to become the face of the brand and build something together over the next four years is really special.
As part of the partnership, Luai will feature across Trukai campaigns, appearances and community initiatives, supporting the company’s commitment to sport, healthy living and positive opportunities for young Papua New Guineans.
Luai will also join rising rugby league talent Cooper Bai as part of Trukai’s growing ambassador portfolio, bringing together established success and emerging talent across two generations of the game.
The partnership further reinforces Trukai’s longstanding commitment to the communities in which it operates and its investment in sport as a platform to inspire and connect people throughout Papua New Guinea.
