Diamond giveaway marks Diamond Bakery's 90th year

Ninety diamonds will be given away between Nov. 1 and July 31, 2012, by Diamond Bakery which began its 90th anniversary celebration Oct. 12.

I write about food and fashion, which can be a strange mix because fashion's most image conscious don't eat as much as the average person in order to fit the clothes and image they're trying to sell. I admit that my other duties put me 20 pounds over my ideal weight, but even the most avid fashion enthusiasts out there may be willing to munch on a few Saloon Pilots or soda crackers to participate in Diamond Bakery's 90th anniversary giveaway.

The company is launching a 90-diamond giveaway that will run from Nov. 1 to July 31, 2012, to celebrate the anniversary. There is no limit to the number of times anyone may enter to win one of the 90 natural, full-cut round diamonds, and there are three ways to enter:

Option 1: Enter to win online at www.diamondbakery.com/90, which goes live Oct. 20, by registering the “90 Diamond Giveaway” codes inserted in the following Diamond Bakery cracker packages:
>> 13-ounce soda crackers: Original, Low Sodium/No Cholesterol, and 0 Trans
>> 9.5-ounce Saloon Pilot crackers: Original and Low Sodium/No Cholesterol
>> 8-ounce Royal Creem crackers: Original, coconut, and ginger
>> 9.5-ounce Graham crackers: Original, Maui sugar, and cinnamon
>> 5 to 5.5-ounce All Natural Hawaiian crackers: Hawaiian Sodas, Maui Grahams, Hula Creems, and Waimea Wheats.

Option 2: Complete the information inserted in the special cracker packages and mail to Diamond Bakery, 756 Moowaa St., Honolulu, HI 96817.

Option 3: Join the Diamond Club at http://diamondbakery.com/diamondclub, a free rewards program.

Winning codes will be posted online at www.diamondbakery.com and on Diamond Bakery’s Facebook page on the first week of every month. Winners will be given instructions on how to redeem their winning codes for the diamonds at Kamaaina Metals and Jewelry. A photo ID will be required.

For more information, visit the Diamond Bakery website or call 847-3551.

Diamond Bakery factory store, circa 1930s, when the store and factory was at 1753 S. King St., now the site of Zippy's McCully and its parking lot.

Diamond Bakery was founded in 1921 as a dream of three friends—Japanese immigrants Hidegoro Murai, Kikutaro Hiruya and Natsu Muramoto—to create the perfect Hawaiian-made cracker. Who in Hawaii didn't grow up eating soda crackers and Saloon Pilots out of the familiar red boxes with the golden diamond-shaped logo?

In 2009, Diamond Bakery expanded distribution of its niche-selling sea biscuits, or Saloon Pilot crackers, along the continental East Coast. Diamond Bakery products have also spread to Japan and the South Pacific.

In keeping with the trend toward healthy eating, the company launched its newest product line of Hawaiian all-natural crackers last year, available at local and West Coast health food stores, including Whole Food Markets.