Export Saint Lucia Trademarks “Taste of Saint Lucia” Brand
Written by Radio Caribbean International on March 24, 2021
The Government of Saint Lucia through Export Saint Lucia is pleased to announce that it has completed the registration of its trademark Taste of Saint Lucia™ with the Saint Lucian Registry of Companies and Intellectual Property. The trademarked “Taste of Saint Lucia” currently covers Export Saint Lucia’s primary sectors of; Agriculture, Food & Beverage, Agro-processing, and Fashion. Export Saint Lucia first launched the Taste of Saint Lucia brand in 2018 to focus on commanding visibility and increased market share for Saint Lucian products in growing export markets.
Through an intervention with the International Trade Centre (ITC), Export Saint Lucia aims to fine-tune and convert the agency’s “Taste of Saint Lucia” (TOSL) campaign into a sustainable and commercial export brand that approved Saint Lucian products and services will carry in export markets. The logo symbolizes the highest quality of goods, services, and exports that will be distinguishable the world over.
Export Saint Lucia CEO Ms. Sunita Daniel, thrilled with the trademark status, highlighted the importance of further protecting and commercializing the “Taste of Saint Lucia” brand. She said, “The umbrella trademark seeks to address the resource constraints of our small producers and to give larger businesses a more substantial presence in external markets. We are attempting to strengthen brand Saint Lucia and make our products more identifiable and tied more closely with our country. Having the umbrella brand takes away the costly nature of building brands in global markets for each exporter trying to get established and gain recognition on their own in major international markets.”
This cohesive export brand and brand management plan involved extensive and intensive stakeholder engagement. The process required consensus on the guidelines, standards, governance structure, and business model for the export brand. Therefore, the trademark means that any users of “Taste of Saint Lucia” would require permission from the Governance Committee to utilize the name.
Export Saint Lucia continues to work on the “Taste of Saint Lucia” brand with the anticipation of having a solid presence in international markets.