Govt. launches new national fisheries promotional brand, ‘From Maldives’

The government of Maldives has officially launched a new national fisheries promotional brand, ‘From Maldives’.

President Dr. Mohamed Muizzu launched the promotional brand during the Maldives–UK Business Forum held in London on Thursday evening. Fisheries Ministry states the initiative marks a significant advancement in how the country positions one of its most iconic sectors on the global stage.

The brand, inspired by the traditional design of Maldivian fishing vessels, the texture of fish, and the richness of the nation’s marine biodiversity, embodies a broader ambition to transform the fisheries sector. It aims to make the industry not only environmentally sustainable but also technologically advanced, socially inclusive, and globally competitive. The branding captures the Maldives’ deep-rooted connection to the ocean while signaling readiness to adapt to the evolving global market.

As part of this initiative, the Maldives is boosting its processing capabilities, enhancing cold storage infrastructure, and upgrading its fleet with energy-efficient boats and digital tracking technologies. These improvements are intended to increase traceability, ensure higher catch quality, and open doors to premium, sustainability-driven markets.

The brand identity, 'From Maldives', signifies more than just a place of origin. It reflects the authenticity of local practices, the ethical approach of one-by-one fishing, and the skill involved in value-added processing done locally. Its slogan, “The Ocean’s Finest,” highlights the Maldives’ enduring commitment to quality, environmental responsibility, and marine conservation.

This branding effort is part of a broader government strategy aimed at maximizing the value of marine resources, creating more livelihood opportunities, and fostering a resilient blue economy based on fairness, innovation, and stewardship of the ocean. The initiative is spearheaded by the Maldives Fisheries and Ocean Resources Marketing and Promotion Corporation, an entity established by the President to lead the promotion of Maldivian fisheries products.

Notably, state fisheries company, Maldives Industrial Fisheries Company Limited (MIFCO) has signed agreement with UK’s Princess Group to export Maldivian fish products to the UK. The agreement will facilitate long-term commercial transactions between the two companies.