The Minister of Fisheries and Ocean Resources, Ahmed Shiyam has expressed confidence that the officially launched new national brand for Maldives fish products, titled "From Maldives” will ease the present challenges to market local products in international markets.
The brand was unveiled by President Dr Mohamed Muizzu at the UK-Maldives Business Forum, held in the United Kingdom on Thursday. The brand launch marks a major step forward in the efforts to promote the Maldivian fishing industry on the global stage.
At the Business Forum, Minister Shiyam joined the Q&A session and spoke about the market challenges facing Maldivian fisheries.
He highlighted how the Maldives continues to face high tariffs in key markets, especially in the global North, even as large industrial fleets using less sustainable methods enjoy duty-free access.
The Minister underscored that this imbalance is exactly why the new fisheries brand matters, and that the hope is that it will ease some of the weight we carry, by showcasing the true value of Maldivian products, and building global recognition for fisheries that are doing things the right way: sustainably, responsibly, and with care.
With a logo that symbolises the shape of the traditional Maldivian fishing boats, fish products and the country’s rich natural resources, the “From Maldives” brand demonstrates that the country’s fishing industry is environmentally sustainable, technologically advanced, socially inclusive and globally competitive.
The brand also reflects the deep-rooted relationship between the ocean and the lives of the Maldivian people, as well as the creativity and cultural richness of the Maldivian people. The brand further symbolises that the Maldivian fishing industry is evolving to keep up with the changes in the global fish market, and complies with international standards.
The launch of the brand is a key initiative of the government to increase the benefits of marine resources. It also supports the government’s efforts to increase the Maldives’ capacity to produce value-added fish and fish products through improved processing, chilling and storage capacity for fish and fish products.
The “From Maldives” brand is an initiative of the Maldives Fisheries and Ocean Resources Marketing and Promotion Corporation established by President Dr Mohamed Muizzu to strengthen the global competitive participation of locally produced fish products.