A new chapter in the global promotion of Maldivian fisheries was opened as President Dr Mohamed Muizzu officially launched the “From Maldives” national brand during the UK–Maldives Business Forum in London. The initiative is designed to enhance the visibility and marketability of Maldivian fish products on the international stage, while affirming the country’s commitment to sustainability, quality, and responsible ocean stewardship.
Developed under the leadership of President Muizzu and implemented by the Maldives Fisheries and Ocean Resources Marketing and Promotion Corporation, the brand aims to position Maldives fish products as premium, sustainably sourced offerings in global markets. The launch aligns with the government’s broader agenda to increase the nation’s capacity to produce high-value seafood products and compete effectively in international trade.
Speaking at the Forum, Minister of Fisheries and Ocean Resources Ahmed Shiyam addressed a Q&A session and shed light on the existing trade challenges faced by the Maldivian fisheries sector. He noted that while industrial fishing fleets in other regions gain duty-free access to key markets, often using environmentally harmful methods, Maldivian fish exports continue to face high tariffs, particularly in the Global North.
“This is precisely why the ‘From Maldives’ brand matters,” Minister Shiyam explained. “We need the world to understand the true value of what we produce, fish caught sustainably, responsibly, and with deep respect for nature and tradition.”
The brand logo draws inspiration from the shape of traditional Maldivian dhonis (fishing boats), incorporating visual elements that represent the country’s rich marine biodiversity, cultural heritage, and environmental values. More than just a label, “From Maldives” is a storytelling platform that reflects the essence of a fishing industry that is socially inclusive, technologically advanced, and globally competitive.
It also symbolizes the deep-rooted relationship between the Maldivian people and the ocean, a connection that has shaped the country’s economy, culture, and way of life for centuries. With nearly 99% of the nation’s territory covered by the sea, the Maldives has long relied on fisheries not only for economic sustenance but also for community livelihoods and food security.
In addition to enhancing brand recognition, the initiative is expected to support value chain development, including investments in fish processing, chilling, and storage infrastructure across the archipelago. These improvements will enable producers to deliver higher-quality, value-added products that meet international food safety and sustainability standards.
The brand also serves a strategic purpose: strengthening the Maldives’ position in export markets, especially as consumers and retailers around the world increasingly demand traceability, ethical sourcing, and environmental responsibility in seafood production.
Minister Shiyam expressed confidence that the brand will contribute to easing access barriers and create new opportunities for local fishermen and processing enterprises. “We want international markets to know that buying from the Maldives is not just about seafood — it’s about supporting a fishing tradition that puts people and planet first,” he said.
The launch of “From Maldives” represents a key policy step in the government’s ongoing efforts to harness the full potential of the country’s marine resources. It follows a series of initiatives introduced by President Muizzu’s administration to modernize the fisheries sector and expand export capacity through smart regulation, investment facilitation, and strategic marketing.
As one of the Maldives’ oldest and most vital economic sectors, fisheries continue to play a critical role in national development. Through this brand, the government is not only promoting fish products but also sending a clear message about the Maldives’ global vision: one that values sustainability, respects tradition, and strives for excellence in international trade.
With British investors, trade stakeholders, and policy leaders in attendance at the launch, the initiative was warmly received as a step forward in expanding the Maldives–UK economic partnership, especially in the realm of ethical and sustainable seafood trade.
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