THE branding of Fiji's mahogany will differentiate it from other mahogany in the global market, says Pem Jenkins, the president and owner of Turn Bull Lumber Company and Oceania Hardwoods, LLC.
"Second, the brand also enables the Fijian Pure Mahogany to be beyond reproach, so to speak, vis a vis the US Lacy Act requirements in both the US market and vis a vis similar laws in place or soon to be in place in the European Union and Australia.
"The third key factor for international markets is the acknowledgement that the brand and the protocols are an example of how a nation can manage an environmentally sensitive resource and simultaneously grow the resource. This will make the Fiji Pure Mahogany brand a 'world class brand' and set the example for others to follow.
"The Fijian Government is taking bold steps in insuring 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. "