Strand Palace Agencies Ltd is a family-run company that has, since the early years of the twentieth century, created what has become a symbol of Maltese identity, akin only to the Maltese balcony, or the ftira – the much-beloved Twistees cheesy snack. Founded in the early 1900s by Lawrence Calleja, and initially trading as L. Calleja Colonial Stores, today’s manufacturing and distribution business, which represents multiple brands, epitomises the adept entrepreneurial spirit that has enabled it to adapt and thrive for over 100 years.

Crucially, for its current Chief Executive Officer Thresa Atkins, such success has been founded on the hard work and loyalty of its team. “We are a family-run company, but our employees are part of this family, and part of the company. Everyone contributes. The value of the company comes from our team, and we wouldn’t be here without them. Ultimately, they provide the services which allow the business to operate for our end-consumers,” she highlights.

This has been the case, she continues, since the Group’s early years when the business primarily used to “import different confectionary items and became associated with many well-known brands such as [the biscuit brand] McVities, as well as beverages, meats, and frozen items,” the CEO explains.

Today, the firm boasts almost 85 employees split across distinct divisions, with 26 people working under Tastees Manufacturing, a subsidiary of the Group which is responsible for the making of the famous snack. Moreover, almost 60 people work within the distribution end of the business; the Group is headed by an executive team run by the company’s Managing Director, Steve Calleja and his wife, Karen Calleja, together with Ms Atkins as CEO.

“Most of our staff are local, which indicates the sense of loyalty, dedication and good will the company has managed to nurture over the years,” Ms Atkins says. “The business keeps evolving – and that’s a credit to our team. We have some staff members who have been with us for 40 years. One of them was just 18 when he started and is shortly due to retire,” she continues, adding that “even though the Group has been run by the family, its top leadership has retained an open mind in terms of how to manage the company, establish relationships and diversify the business.”

Operations Manager Stephen Abela testifies to such dedication and openness, saying that “over the past 11 years, I have had the privilege of growing [within the company]. I began my journey on the production floor, where I gained valuable hands-on experience before being promoted to supervisor. Today, I proudly serve as the Operations Manager of a company behind one of Malta's most iconic snack brands.”

Dylan Brincat, the Group’s Catering Sales Manager, also reflects on his career at the company in a similar manner. “Ten years ago, I joined this company with the ambition to learn, grow, and make a meaningful contribution. Together with my colleagues and clients, we have overcome challenges, celebrated achievements, and continuously evolved.”

The management team at Strand Palace Agencies Ltd

Export Manager, Zoe Curmi Calleja – a member of the founding family – also highlights that “being part of our family business is incredibly rewarding. Watching the business grow through three generations, is a constant source of motivation and pride. One of the things I enjoy most is seeing our employees come to work happy, motivated, and ready to give their very best each day. We truly are one big family, supporting one another and working together as a team.”

Paul Salnitro, the company’s Retail Sales Manager echoes such sentiments, saying that “being part of Strand Palace Agencies Limited allows me to work within a company built on heritage, strong values, and trusted partnerships.” Marketing & Graphic Designer Manager Charles Caruana also attests to the “rewarding experience” working for the Group. “It offers a dynamic and supportive work environment where employees are encouraged to grow both professionally and personally.”

Senior Accounts Executive Stephanie Magro agrees, saying that “the company fosters a positive and supportive culture, which helps me communicate effectively, stay focused, and work collaboratively with my team to overcome challenges.” Similarly, storekeepers Owen Vella, John Wilson, Josef Bonnici as well as Noel and Austin attest that they “feel that we are part of a family within the company. As a team, we have worked together for many years, with some colleagues having been with the company for over 20 years and others for more than 40 years. The company has provided us with stability and security while continuously investing in initiatives that support the future of distribution.”

John Calleja, Purchasing Manager also adds that “working in the Purchasing Department offers a dynamic and rewarding environment where every day brings new challenges and opportunities.” In the meantime, Chief Financial Officer Luca Cini asserts that such experiences allow for the sustainable growth of the company which is “built on financial discipline, operational efficiency, and strong partnerships,” adding that the company’s focus is “on creating long-term value while maintaining the high standards of service and quality that our customers and brand partners expect from us.”

According to the Group’s CEO, the strength of the team is one of the factors that distinguishes Strand Palace Agencies Ltd from its competition. Yet, she attests, “the reputation of our brands, such as that of Twistees” is also at the heart of the trust shown by the Group’s intermediaries and end-customers, who value the product for “its quality and its taste”. Indeed, to this effect, the Group does not just “represent any brand” but the firm is intentional about the choice of its offering.

Elaborating, Ms Atkins notes that since 1969 – the year when the company started to manufacture Twistees – the snack has “become central to Malta’s heritage. People give us feedback, and they communicate directly with us, and this is what shapes the direction of our strategy, such as any new flavours or other new ideas we decide to launch. Nowadays, Twistees is in our blood, as a nation,” Ms Atkins smiles.

Furthermore, the Group determines new business directions on a yearly basis. “Our context is constantly evolving, so we are never static. Before launching a new product, we test the market since, for instance, younger generations might have a different perspective. Every business has its challenges, and our goal is to always be better, that is to work with our resources more effectively, and plan ahead. And, because our products are often so popular, we are very strict with confidentiality when preparing a new launch. Usually, in such cases, there will only be two people working internally who will know what’s coming up. Once we’re in production, we then act fast to keep people excited,” the CEO explains.

Looking ahead, the priorities for the business will be to continue consolidating its customer base and strengthening the team. “We will keep listening to our end-consumers, since we wouldn’t be here without them; we’ll also continue building relationships with our clients, all the while ensuring our employees are working in a safe and happy environment since our team is indispensable to the health of our business. This talent is vital for us, and their reliability tells a positive story of our company culture,” the CEO insists.