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Mission Statement & Core Values

Our Mission

Our mission is to share our passion and expertise for indoor and outdoor fire-making by delivering consistently safe and reliable products that make fire lighting, grilling, and cooking as convenient and enjoyable as possible.

Our Commitment

Our business is grounded on core principles concerning our environment, our business culture, and our people. Standard Brands is committed to:

  • Providing our customers with consistent quality, safe, and innovative solutions
  • Conducting our business with integrity and professionalism
  • Respecting the local customs and laws in all countries where we operate
  • Protecting the health, safety, personal security, and well-being of our people
  • Working towards utilizing sustainable sources and procedures throughout our company whenever possible

Our Values

  • Customer-focused thinking: we try to be entrepreneurial, innovative, and customer-led in our actions and ideas
  • Transparency: we expect openness and integrity in all our transactions
  • Understanding: we strive to understand the needs and goals of our consumers, retailers, employees, suppliers, and other stakeholders
  • Collaboration: we aim to work in mutually beneficial relationships with our partners and distributors, take responsibility for our actions, and support each other in our pursuit of success
  • Profitability: we realize that in all our endeavors we must sustain a business that delivers profitable, cash generative growth
  • Enthusiasm: we love what we do and do it with energy and focus to be the best we can be


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