Press Releases Filma Partners with Chef Devina Hermawan as New Brand Ambassador, Inspiring Delicious and Diverse Culinary Creations

Jakarta, February 24, 2025: FILMA, a leading brand cooking oil and margarine, is proud to announce Chef Devina Hermawan as its Brand Ambassador for 2025. This collaboration reaffirms FILMA’s commitment to providing high-quality products that support the diverse cooking needs of Indonesian households.

Chef Devina is renowned as a professional chef and content creator who has represented a range of well-known brands across various sectors, including cookware products, oatmeal, dairy, flour, and telecommunications. Through her experience, she brings credibility and expertise that align with FILMA’s core values of quality, innovation, and trust.

“I am very excited to be part of the FILMA family. As someone who believes that high-quality ingredients are essential to creating delicious meals, I see a strong fit between the values I uphold and FILMA’s commitment to providing premium cooking oil and margarine for Indonesian families. Together, we aim to inspire households across the nation to confidently explore a variety of culinary creations,” said Chef Devina.

FILMA welcomed the collaboration with optimism. “This partnership further strengthens FILMA’s commitment to providing premium and versatile cooking oil and margarine that can meet the diverse cooking needs of Indonesian families. Together with Chef Devina, FILMA will continue to inspire a delightful, creative, and innovative cooking experience, making it the trusted choice in every kitchen,” said Sheila, FILMA’s Senior Brand Manager.

As the first step in this collaboration, FILMA and Chef Devina will launch a series of inspirational campaigns including cooking demonstrations, culinary educational content, and innovative recipes that highlight the use of FILMA’s high-quality cooking oil and margarine.

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About FILMA

FILMA has been the preferred brand of Indonesian families for over 25 years. Filma is a high-quality cooking oil produced by Sinar Mas Agribusiness and Food made from selected palm oil and sustainably produced, processed with advanced technology to ensure its purity and nutritional value. Our cooking oil products are free from trans fats and contain natural antioxidants such as Vitamin E, as well as essential fatty acids like Omega 6 and Omega 9. With its neutral taste and odorless characteristics, our cooking oil is perfect for a variety of recipes.

About Sinar Mas Agribusiness and Food

Sinar Mas Agribusiness and Food, part of the Golden Agri-Resources (GAR) group of companies, is a leading global agribusiness based on palm oil production, with a planted area of more than 534.000 hectares (including plasma smallholders) as of 30 September 2024. The company has an integrated operation producing food made from raw vegetable oils.

Its parent company, GAR was founded in 1996 and listed on the Singapore Exchange in 1999 with a market capitalisation of US$2.8 billion as of 30 September 2024. Flambo International Limited, an investment company, is currently GAR’s largest shareholder, with a 50.56 % stake. GAR has several subsidiaries, including PT SMART Tbk which was listed on the Indonesia Stock Exchange in 1992.

Sinar Mas Agribusiness and Food is focused on sustainable palm oil production. In Indonesia, its primary activities include cultivating and harvesting of oil palm trees; processing of fresh fruit bunch into crude palm oil (CPO) and palm kernel; merchandising and refining CPO into value-added products such as cooking oil, margarine, shortening, and biodiesel; as well as trading of palm oil products worldwide. It also has operations in China and India including a deep-sea port, oilseeds crushing plants, production capabilities for refined edible oil products as well as other food products such as noodles.

For more information about our company, visit https://www.smart-tbk.com