WHILE the launching of the Fiji Pure Mahogany was promising, there is still a lot of work to be done.
"Between the branding, the protocols, and ensuring compliance, we must all continue to work to see the potential here realised," the Prime Minister Commodore Voreqe Bainimarama said.
"We must establish a foundation for Fiji Pure Mahogany that is credible, that is trusted, and that the landowners, consumers, businesses and governments around the world respect.
"Indeed, the fruits of these trees will not be born overnight.
"Everyone must play their part. Everyone must play by the rules. Only then will we all benefit."
Commodore Bainimarama said doing well by the environment and doing well in business were not incompatible pursuits.
"Fiji's pristine environment is essential to our wellbeing. The water we drink. The earth we till. The air we breathe. In this case, the species of trees we grow and protect for generations to come.
"Each has a role in the Fijian economy and the Fijian way of life. We must think long-term, past ourselves.
"In this respect I acknowledge the board of the FHCL which has replanted 1000 hectares of mahogany last year, a record in recent times.
"I know it is a priority of President Obama to find ways to create jobs while also making the right choices for the world.
"We think alike in this respect we believe we must protect the environment, develop our own comparative advantages, find the niche, while we create sustained and improved livelihoods," he added.