Fiji Launches Mahogany Brand
23 August 2012
Representatives from Gibson Guitars, the US Government and the Hardwood Manufacturers Association gathered in Suva recently for the launch of the new Fiji Pure Mahogany brand.
Fijian Prime Minister Josaia Voreqe Bainimarama led the launch of the branding and mandatory compliance protocol process for Fiji Pure Mahogany, which ensures sustainability, legality, and the socially responsible use of this new hardwood brand. The brand is being filed in approximately 28 countries throughout the world to protect the intellectual property rights for the first brand to be beneficially owned by a sovereign nation.
“The development of the Fiji Pure Mahogany brand will go toward maximizing returns for all major stakeholders in a sustained manner and most importantly the present and future generations of the people of Fiji,” said Bainimarama. “But we must establish a foundation for Fiji Pure Mahogany that is credible, that is trusted, and that the indigenous landowners, consumers, businesses and governments around the world respect.”
Attendees toured the entire processing facilities, witnessing firsthand the protocols governing chain of custody for Fiji Pure Mahogany.
“The Fiji Pure Mahogany brand is a win for both our countries, and it is a win for the planet,” said US Ambassador Frankie Reed, who attended the launch. “In this day and age, environmental stewardship is more important than ever. Here in Fiji, we’re taking a great step forward.”
In March 2010, the Fijian Government passed the Mahogany Industry Development Decree, which made Fiji Hardwood Corporation a forestry management company, and established the Mahogany Industry Council to license mahogany purchasers and sawmill operators, and direct the development of the industry. Only four years ago, Fiji re-planted zero mahogany trees; today, more than 1,000 hectares of mahogany have been replanted.
The Mahogany Industry Licensing & Branding Decree was passed on December 13, 2011. This Decree established the chain of custody protocols; harvesting code of practice; minimum production and packaging standards; inspections and audits standards; certificate of legality standards; safety standards; and penalties for violations of the protocol.
Filing of appropriate legal recognition of the Fiji Pure Mahogany brand is underway in 28 countries, including China and Hong Kong.
