WITH the focus on commanding brand visibility and increased market share for Saint Lucian products in potential and growing markets, the Saint Lucia Trade Export Promotion Agency (TEPA) undertook a brand review and re-imaging this week.
The Government of Saint Lucia through TEPA has secured assistance from the International Trade Centre (ITC) for the project initiative, “Establishment of a national brand and operational guidelines for Saint Lucia’s exports”. This is a specific work plan item in the implementation of the country’s National Export Strategy.
Through this intervention, ITC will work with TEPA to fine-tune and convert the “Taste of Saint Lucia” (TOSL) trademark into a sustainable and commercial brand to increase visibility and recognition in target markets. The intervention will involve awareness building, deliver training and advice to build capacity, and to conceptualize and implement strategies for the new brand. The new brand will be carried by approved Saint Lucian products in the export market.
On Tuesday and Wednesday, TEPA hosted two workshops at Union with key stakeholders to solicit their contribution and ensure their participation in the process of formulating of the new brand.
The workshop aimed to raise the awareness on the importance of a joint brand and guidelines for use of the brand exports. Manufacturers, stakeholders, customers and other related actors participated in the training. This is essential to ensure a sense of ownership of the brand by exporters and a commitment to product quality and innovation as distinct features of Saint Lucian products in the international consumer market.