SUVA, Fiji (Fijilive, April 18, 2008) –The Fiji Government plans to challenge a Canadian company’s application to market goods under the "Fiji" brand.

State lawyer in the Attorney-General’s office Eliesa Tuiloma confirmed they were consulting with all the relevant ministries in putting together a challenge to the application, through the Foreign Affairs Ministry.

He said this should be ready and sent out by the end of next week.

"It comes down to us in Fiji protecting our name and ensuring that it is not registered by anyone outside, or even within except the Government," Tuiloma said.

He said communication about the matter (that an unnamed Canadian company wanted to use the word "Fiji" on its label) came through the Foreign Affairs Ministry.

And he commended Ashwant Dwivedi, former Fiji Mission representative in Canada, for highlighting the matter.

Dwivedi earlier claimed the use of the word "Fiji" on a label of a product which originated from elsewhere was misleading and therefore contravened Canada’s Trademark Act.

The former journalist, who is in the country on a short visit, said he strongly believed that there was a demand for Fiji products in Canada.

Dwivedi said the product in question has been in the Canadian market since 1987 and was still being sold under the Fiji brand.

He raised this issue with the acting ambassador in Washington DC, Peni Lomaloma, and prepared a report for the Fiji Mission in Washington and for the Foreign Affairs Ministry.

"I have provided him with a complete report on the product which contains pictures and relevant evidence and other necessary documents that would be required," Dwivedi said.

This week he met the Permanent Secretary in the Prime Minister’s Officer, Parmesh Chand, and the interim Trade Minister Tom Ricketts on the matter.

"I am even writing to the minister to suggest that should this company be found to be a Fiji company, they should possibly relook at the export license," Dwivedi said.

"But we don’t know yet and we have to establish that."

Still, he is pleased that the Fiji Government is going to take necessary legal action against the company.

Dwivedi said he personally believed that by using the "Fiji" name, the company was making a false, misleading statement.

"This is completely unacceptable, ridiculous. It breaches the unfair competition and prohibited marks act," he said.

He said the brand "Fiji" was what people went for and paid a premium price.

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