PRESS RELEASE: Six Saint Lucian Products Pilot the New Umbrella Brand
Castries, February 01, 2018 – With the focus on commanding visibility and increased market share for Saint Lucian products in potential and growing markets, the Trade Export Promotion Agency (TEPA) has completed the Taste of Saint Lucia (TOSL) branding strategy and label. On Thursday February 1st, TEPA unveiled the new export label to representatives of trade promotions and business support organisations at Point Seraphine Duty Free Shopping Complex.
The TOSL trademark is a commercial label to be carried by approved Saint Lucian products and services. An initial six product lines have been selected based on eligibility criteria for piloting the export label -Natmed (Insect Repellant), Alirose (Coconut Oil), Rainforest (Sweet potato granola), Belle Ruches Apiary (Natural Wild Flower honey), St. Lucia Distillers (1931, Chairman’s Reserve, Bounty and Admiral Rodney Rums) and Cacoa Sainte Lucie (Chocolate).
TEPA’s Director Mrs. Jacqueline Emmanuel Flood cited the rationale for an umbrella label as “resource constraints as producers in small economies, and the costly nature of building brands in global markets” She said an umbrella export label “takes away the need for each exporter to try to get established and gain recognition in major international markets, alongside more resourced, multinational producers”.
In his remarks Permanent Secretary in the office of the Prime Minister office with responsibility for Commerce Mr. Titus Preville highlighted the importance of the standard and quality of the products carrying the mark, noting that the bar must be set high for branded products in particular, to consistently satisfy and surpass consumer expectations. “Hence, the packaging of the product carrying this label and national trademark must be of an equally high standard”.
Ms. Andrena Simon, TEPA’s Senior Client Manager – Marketing & Promotions reported that having a cohesive brand and brand management plan involved extensive and intensive stakeholder engagement “as the process requires consensus on the guidelines, standards, governance structure and business model for the export label”. TEPA also engaged the piloting companies in a review of their packaging to improve marketing material and label designs for coherence with TOSL Label.
On hand to endorse the new brand were the Saint Lucia Coalition of Service Industries (SLCSI) and the St. Lucia Manufacturers Association (SMA). Ms. Tricia Leo of the SLCSI said that her organisation’s confidence in the new brand is as a result of the inclusiveness of the process and “a robust and thorough qualitative and quantitative analysis of everything that is intrinsically Saint Lucian. Executive Director of SMA Mrs. Paula James expressed her confidence that the export label will “give the manufacturers the drive to maintain their quality and standards as they strive to exploit new opportunities in the export market.
Echoing earlier sentiments by PS Preville that “Saint Lucian consumers and producers take ownership and a sense of personal responsibility to promote and thereby accelerate its recognition and home and abroad”, CEO Jacqueline Emmanuel Flood also remarked that the success of the brand will be “the hard work, authenticity and excellence that epitomizes exactly what we are selling to the world – just a taste of Saint Lucia.
Massy Supermarkets has signed on to support TEPA in building visibility and awareness of the TOSL label in the domestic market.