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Wednesday, September 20, 2006
Pampanga brand of excellence launched
CITY OF SAN FERNANDO -- Pampaga Governor Mark Lapid on Tuesday introduced the provincial brand of quality and excellence for Kapampangan-made products at the Benigno Aquino Hall in the city.
The launching of the provincial brand was followed by the unveiling of the seal of excellence dubbed as "Vida Pampanga" which highlights the vitality and grandeur of the province.
The provincial branding is a project of the Department of Trade and Industry (DTI) in support to the small and medium enterprises (SMEs) and aims to promote the one-town-one-product (Otop) campaign of the agency.
The branding project aims to further enhance the good image of our province and to make Kapampangan products more competitive in the market.
Furthermore, its objective is to have a common brand for Pampanga products that would establish one identity and image for all products produced in the market. The provincial brand was developed to serve as Pampanga's official seal of quality and excellence initially for food products, Lapid explained.
Earlier, DTI Pampanga Division Chief for Business Development Cristina Evangelista presented the proposal to the governor following a series of brainstorming activities with representatives of SMEs and different provincial departments and government agencies and the Department of Science and Technology (DOST).
Among the things considered in coming up with a brand name are the official brand must be easily recalled, understood by target market, applicable to wide market and original.
The provincial branding project was already initiated in other provinces but DTI officials in the province said Kapampangan products that will carry the provincial brand will have to undergo a comprehensive accreditation process to ensure their quality and world-class competence.
"While it is true that other provinces also have their own brand of excellence, however, Pampanga's product branding underwent critical screening. Only accredited food processors conforming to identified food safety and quality requirements will be allowed to use the logo. In this way, consumers can be sure that the products they buy are safe and high quality," said Evangelista. (MHD)
(September 20, 2006 issue)
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