Massy Supermarkets lead off local promotion of the new label and branded products
PRESS RELEASE – 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.
On Thursday, TEPA unveiled the new export label along with operational guidelines for Saint Lucia’s products and services to the agency’s various sister agencies’ representatives of business support organisations at Point Seraphine Duty Free Shopping Complex.
The TOSL trademark is intended to be a commercial label that will be carried by approved Saint Lucian products and services in export markets. At Thursday’s launch, TEPA also unveiled the initial six locally-manufactured products which have met eligibility criteria to pilot the new umbrella product label, and the website and B2B e-commerce portal and catalogue to promote the new export label.
According to Andrena Simon, TEPA’s Senior Client Manager — Marketing & Promotions, TEPA had been ensuring that a cohesive brand management plan was in place by launch date.
“The process was intensive as it required consensus on the guidelines, standards, governance structure and business model for the export label,” Simon said. “We also engaged the piloting entities in a review of their packaging to improve marketing material and label designs for coherence with TOSL label.”
Massy Supermarkets has come on board to support the agency in building visibility and awareness islandwide of the TOSL label, and build an affinity with the label among Saint Lucian consumers, “ultimately to inspire Saint Lucians to become proud brand ambassadors at home and abroad,” Simon added.