Malé, July 2025 — In a bold step towards positioning the Maldives as a global leader in sustainable seafood, the Government of Maldives officially launched its national fisheries export brand, “From Maldives”, during the UK–Maldives Business Forum in London. The brand was unveiled by President Dr. Mohamed Muizzu, emphasizing the country’s commitment to global competitiveness and socially inclusive marine development.
Establishing the brand aligns with the government’s strategic modernization of the fishing industry and broader economic diversification plans. Through the Maldives Fisheries and Ocean Resources Marketing and Promotion Corporation (MFORMPC)—a wholly state-owned entity created in early 2024—“From Maldives” aims to elevate locally produced fisheries into a globally recognized premium export label. The corporation was formed by President Muizzu to replace the older Maldives Fisheries Promotion Board and to spearhead efforts under the administration’s road map “Hafuthaa 14” .
The “From Maldives” brand identity thoughtfully draws upon Maldivian traditions and natural heritage. Its logo symbolizes the traditional dhoni fishing boats, fish artifacts, and the country’s rich marine environment portraying the Maldives’ fishing sector as eco-responsible, technologically forward, socially inclusive, and compliant with international market standards.
This branding initiative forms part of a broader plan to expand value-added production in fisheries. Strengthening processing, chilling, and storage infrastructure is intended to boost local fisheries profitability and support micro and small enterprises across Maldivian islands. The brand signals that the Maldives is ready to meet global expectations in quality, sustainability, and innovation.
The “From Maldives” launch follows a formal tender process initiated by MFORMPC (MALDIVES FISHERIES AND OCEAN RESOURCES MARKETING AND PROMOTION CORPORATION) in late 2023 to identify a creative agency to lead brand development. This process involved comprehensive market research to inform a visual and strategic identity capable of granting Maldivian fisheries access to premium global markets.
Creating a central marketing body—a 100% government‑owned corporation since February 2024—was a deliberate step toward consolidating the fisheries sector’s marketing power. MFORMPC is now tasked with promoting aquaculture, mariculture, and other marine-derived resources, while dissolving the previous Maldives Fisheries Promotion Board.
The launch of “From Maldives” at an international business forum in London showcases the government’s intention to attract British investors and expand fisheries exports to Europe and beyond. It emphasizes that Maldives fish products are not only premium in taste but also meet strict standards of sustainability and quality. This strategic positioning is expected to open new trade corridors and improve income distribution within fisheries-dependent communities.
In summary, the unveiling of “From Maldives” marks a high point in the Maldives’ fisheries evolution: from traditional catch-based practices to a future built on value-added branding, sustainability, and inclusive economic development. It cements MFORMPC’s role in leading this transformation and signals a clear path toward global competitiveness in the seafood economy.
