The Maldives has introduced a new national brand for its fisheries products, From Maldives, aimed at boosting international visibility and addressing long-standing trade challenges.

The brand was unveiled by President Dr Mohamed Muizzu during a Business Forum held in the United Kingdom.

At the event, Minister of Fisheries and Ocean Resources Ahmed Shiyam emphasised the need for such an initiative, citing persistent difficulties faced by the fisheries sector in accessing major global markets due to high tariff barriers.

He noted that although the Maldives is committed to sustainable, community-based fishing practices, its products continue to face elevated tariffs, particularly in northern markets, while large industrial fleets that disregard sustainability often enjoy duty-free access. This imbalance, he explained, places an unfair financial burden on Maldivian fishermen.

In response, the Minister expressed confidence that the From Maldives brand would serve as a strategic tool to elevate the country’s profile and secure fairer treatment in the global marketplace by promoting its environmentally responsible methods.

The launch also aligns with the Government’s broader efforts to improve the profitability of marine resource management. It is intended to support the development of high-value processing capabilities, expand cooling and storage infrastructure, and enable more local producers to compete effectively abroad.

Developed by the Maldives Fisheries and Ocean Resources Marketing and Promotion Corporation, From Maldives seeks to enhance export potential and reinforce the nation’s standing in international markets.