About the 'Pacific Brand' Project
About the Pacific Brand Project
From early 2011, Pacific exporters of quality products will have an additional avenue for marketing their products to targeted segments within the New Zealand market through the Pacific Brand Project.
Only products registered with the programme and meeting the criteria may carry the logo.
The regional brand in the form of a certified trademark, and will be imbued with qualities that reflect the Pacific to assure consumers of ‘origin’ and ‘quality’ criteria. While Pacific exporters from all 22 Pacific states will be eligible to apply, exporters from the Cook Islands, Fiji, French Polynesia, New Caledonia, Papua New Guinea, Samoa, Tonga and Vanuatu will be prioritised. The programme is a not-for-profit initiative with the aim of assisting Pacific businesses and exporters to effectively brand their products and as a result increase awareness, sales and penetrate new markets. Over the next 5-10 years, the ‘Buy Pacific’ marketing activities will profile and position a regional brand initially with New Zealand with a long term view of taking the brand global. The programme is funded by private and public sector funding, with the majority of its funding in marketing the brand.
PCF Role
New Zealand’s links with the Pacific are close and longstanding. Over a quarter of a million New Zealanders identify themselves as having Pacific ethnicity and trade between New Zealand and the Pacific has grown and in the year ended June 2008, was worth over a billion dollars.
The New Zealand government is committed to helping Pacific economies grow and are currently involved in a number of initiatives aimed at eliminating trade impediments in the Pacific. The Pacific Cooperation Foundation is contributing to this vision by seeking to increase the reach of Pacific products in New Zealand.
This programme contributes to the Pacific Cooperation Foundation’s (PCF) work towards ‘promoting stability and economic sustainability’ within the region.
PCF’s role is two-fold:
• Our primary role is to communicate the value of the programme through planning and executing marketing communication activities targeted to consumers; and to secure long term private sector sponsorship to fund the programme.
• Our secondary role, is to facilitate dialogue and action with key actors/agents in the supply chain system so as to ensure the reliable supply of Pacific Brand approved products from Pacific exporters – through to New Zealand wholesalers and retailers - and ultimately into the hands of consumers.
Seeking Private and Public Sector Partnerships
The PCF is now in the set up and design phase of developing the Pacific Brand project, and we are seeking to engage both private and public sector partners to assist in the design and implementation of the programme.
The spirit of collaboration is at the fore of the:
• Successful setup and implementation of 'Pacific Brand';
• Achievement of sustainable economic development in the region, and
• Increasing exports from the Pacific in the New Zealand market.
PCF acknowledges that ‘Pacific Brand' is but one of many initiatives contributing to the region’s aspirations for economic sustainability.
Other longstanding programmes in this space include work led by regional leaders and organisation such as the Pacific Island Forum Secretariat, Secretariat of the Pacific Community (SPC), Pacific Island Private Sector Organisations; and that of New Zealand based organisations such as the Pacific Island Trade and Investment Commission (PITIC).
To this end, the PCF will seek out, where possible, opportunities to collaborate and work alongside both private and public sector partners to ensure outcomes are achieved in the most effective and efficient manner.
If you would like to be a project partner, contact Project Manager Stella Tanoi for more information
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If you would like to receive our project newsletter, email stella@pcf.org.nz to register your interest.
Project Contact:
Project Manager – Pacific Brand
Stella Tanoi
stella@pcf.org.nz
(09) 918 0532
021 726 668
