FIJI MAHOGANY BRANDING TO PROMOTE FIJI
Friday May 11, 2012
The development of the Pure Fiji Mahogany Brand will go towards maximising returns in a sustained manner says Prime Minister, Voreqe Bainimarama. Speaking at the branding ceremony of Fiji Pure Mahogany, Prime Minister Bainimarama said that while the brand represented great promise and ensured more benefits to follow, it would promote the sustainability of Fiji’s mahogany.
“The branding ceremony that we have witnessed, the making of guitar necks and bodies, the participation of women in the Timber Industry in well paid positions, Fijian mahogany being a sort after timber and differentiated from the rest of the world lumber, increased exports of value added goods and the licensing regime are the culmination of new thinking, focused attention and perseverance, amidst skepticism,” Prime Minister Bainimarama said.
“Between the branding, the protocols, and ensuring compliance, we must all continue to work to see the potential here is realised.”
The Prime Minister also added that it was necessary to establish a foundation for Fiji Pure Mahogany, one that is credible, trusted and that the landowners, consumers, businesses and Governments around the world can respect.
Furthermore Prime Minister Bainimarama said that Fiji’s pristine environment was essential to our well-being and that each one had a role in the Fijian economy and the Fijian way of life.
Today’s branding of the Fiji Pure Mahogany is also indicative of the Bainimarama government’s commitment to empowering Fijians and strengthening the Fijian economy.
President of US Hardwood Manufacturers Association, Pembroke Jenkins said that the Fijian government was taking bold steps in ensuring that its mahogany resource is both legally harvested and sustainably managed.
“This is important to world lumber markets and this effort should make Fiji the leading producer of legal Genuine Mahogany in the world.
“The Fijian brand and the protocols will set Fijian Mahogany apart from its peers when inquiries are made in the world marketplace as to the legality and sustainability of Fijian Mahogany”.