Maldives rebranded as ‘always natural’

The Maldives has been officially rebranded with a new marketing slogan, ‘always natural’, and a fingerprint logo consisting of islands, corals, turtles, sharks and herons that transitions from blue to green.

The objective, said CEO David Keen of agency Quo, was to create a brand “in which Maldivians around the world can be proud.”

Speaking at the unveiling of the rebranding at the The Maldives Marketing and PR Corporation (MMPRC) today, Keen said the brand “should talk to the Maldivian people, about industry, sustainability and environmental challenges and successes the Maldives has had.”

“The slogan ‘always natural’ emphasises the huge influence the natural world has on the Maldives,” Keen added.

The new logo and slogan replace the Maldives’ existing 11 year-old branding, ‘The Sunny Side of Life’.

“The old tag line was more targeted towards the tourism industry,” said State Minister for Tourism, Thoyyib Mohamed Waheed, explaining that the new branding broadened the brand to attract investment in industries such as energy and fisheries.

The former national branding targeted tourism

“The last slogan was great for the European market,” added Managing Director of the MMPRC, Simon Hawkins, as visitors from countries such as the UK considered the sun a key drawcard. “But the number one market is now the Chinese, who don’t like the sun [as much]. We have to adapt to the market.”

Keen noted that the broader national branding would allow cross-marketing opportunities, such as stamping the logo on Maldivian products such as tins of tuna.

“A can of Maldivian tuna sold in Marks&Spencer or Waitrose is reaching exactly the market we need to reach for tourism,” added Hawkins.

The new branding was approved by the Cabinet today.

The Tourism Ministry has meanwhile published figures revealing an almost 15 percent increase in tourist arrivals in September 2011, compared to the previous year, and a 17.7 percent increase in arrivals for the first nine months of the year.

Tourist arrivals from traditional European tourism markets for the Maldives dropped in September, including the UK (10.3 percent) and Italty (16.6 percent). Chinese arrivals meanwhile increase 54 percent.

Visitors stayed an average seven nights in the country’s 24,480 beds, while the average occupancy rate was 71.5 percent across the country.

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Q&A: Shahida Zubair, Organic Maldives

Shahida Zubair is the founder of Island Organics Maldives Pvt. Ltd., which in 2007 funded the Maldives’ first organic farm on Maarikilu, Baa Atoll. In an interview with Minivan News, Zubair describes the methods which are transforming Maarikilu’s sandy and low-nutrient terrain into agriculturally productive and sustainable soil. The method could help reduce the country’s heavy dependency on foreign imports, fuel and pesticides while improving nutritional value and civilian economic independence.

Eleanor Johnstone: When, how and why was your farm established?

Shahida Zubair: The idea of starting an organic farm came from my experiences of visiting agricultural islands in Maldives. For years I have seen agricultural workers using highly toxic synthetic fertilisers and chemical pesticides on their crops, entirely oblivious and ignorant of the damage they cause the soil and the environment, not to mention expensive for the farmers themselves.

Simply explaining the concept of organic farming to these farmers was not effective, so I realised that my skills as an ecologist could be utilised to demonstrate the concept of organic farming, an ecologically sustainable form of agriculture which works in harmony with the environment. I therefore founded the company Island Organics in 2007, and began successfully cultivating and producing organically-grown produce on Maarikilu, Baa Atoll.

EJ: Was the idea of an organic farm in the Maldives original, and what responses did you get from officials or locals when you first proposed the project?

SZ: We have pioneered the concept of sustainable organic farming in the Maldives. Our farm began as a pilot project committed towards empowering local communities by demonstrating and teaching the skills, knowledge and technique of organic farming.

At first, the local community was sceptical and expected us to give up quickly as they thought we would not be successful.  However officials from the Ministry of Fisheries and Agriculture have been very supportive and encouraged us throughout our trials. We believe we have an excellent partnership with them as they have always given us advice and direction whenever we requested for it.

We host people from the local communities, especially women and youth, on field visits to our farm, so that they can see firsthand the methods we are using for farming organically and how to prepare and use biological pesticides safely. We demonstrate the method of composting so that they can implement it in their home gardens and become self-reliant, instead of buying expensive synthetic fertilisers and proved that crops can be protected using biological pesticides effectively instead of chemical pesticides which are harmful to them and the environment.

On September 25th, 2011, we hosted a field visit of 40 people from Dharavandhoo, Baa Atoll. Thirty of them were Certificate Level participants of the sustainable agriculture course “Promoting community resilience to climate change”, organised by the NGO Live & Learn, in collaboration with Ministry of Fisheries and Agriculture. The field visit was very successful, the majority of the participants were women who were very eager to stop using artificial fertilisers and chemical pesticides and start making their own compost in their home gardens, especially after realising that it is more beneficial financially and environmentally.

Four extra field visits have been organised in the near future by the Ministry of Fisheries and Agriculture and Live & Learn, with participants from Kihaadhoo, Kamadhoo, Maalhos and Kudarikilu, Baa Atoll.

EJ: What types of food do you grow, or plan to grow?

SZ: We currently cultivate papaya, aubergine, several varieties of chilli pepper, pumpkin, butter nut squash, gourds, cucumber, radish, beet root, rocket salad, cabbage, lemon grass, Maldivian breed of free-range organic chickens and Dhiyaa Hakuru (Coconut Sugar Syrup). We hope to expand and produce organic virgin coconut oil, granulated coconut sugar and canned coconut milk.

EJ: Many studies have concluded that the Maldivian terrain is unsuitable to farming–what’s your methodology?

SZ: Our methodology is an alternative to synthetic fertilisers. We prepare the fields using a mixture of shredded coconut husk, organic compost, green manure and ash, all of which are prepared on site. Other natural soil fertilisers are sourced locally, such as fish bone meal from islands such as Felivaru, and seaweed from Hithaadhoo and Thulhaadhoo. By limiting the source of these materials to local suppliers, we are striving to strengthen the local economy and ensure that suppliers in the Maldives are economically supported. These resources form part of the crucial nutrient cycle as composting improves the soil structure, helping to retain moisture and provide nutrients. Organic compost is undeniably superior to synthetically produced fertilisers. A nutrient rich soil produces healthy plants which are consequentially better able to resist insect and disease attacks; therefore the dependence on chemical pesticides is eliminated.

The model we have been implementing on the farm for the last four and half years is simple and cost effective because we use renewable resources to fertilise our crops. This is therefore sustainable and can easily be replicated in home gardens and on other agricultural islands. It also contributes to food security because soil remains fertile over a long period of time. This simple model empowers communities by being self-sufficient and self-reliant, as well as economical because residents do not have to depend on imported synthetic fertilisers and chemical pesticides.

The soil in most islands is not fertile and due to the sandy condition does not retain nutrients for a long period. It is possible however, to convert it to fertile soil using the methods we are implementing on the farm. The process of composting in Maldives is surprisingly fast due to the warm temperature and high humidity of our climate. Organic matter breaks down into compost within 3-4 months due to bacterial activity. So, yes it is an astonishingly fast process with wonderful results. Since we have been able to achieve success, we believe anyone can replicate this model almost anywhere in the Maldives with a bit of hard work and patience. The appeal is simple implementation.

EJ: How does the Organic Farm reflect the growing global trend of sustainable living and organic agriculture?

SZ: Over the last few years, consumer demand for sustainably produced food has increased rapidly.  The global trend towards living sustainably is becoming more popular and efforts to reduce the carbon footprint are increasing daily. The future of agriculture is sustainable small farms with self-reliant communities. The current use of synthetic fertilisers and chemical pesticides has been proven to be unsustainable and harmful to the environment. As we have been reducing our reliance on fossil fuels (by using solar energy) and only use natural fertilisers, our farm reflects the growing trend for sustainability.

EJ: What could organic farming do for Maldivians, and for the national economy?

SZ: Because the produce can be consumed immediately, the fruit and vegetables have higher nutrients and so are healthier for us. Food miles are non-existent, saving on the damaging greenhouse gas emissions associated with our modern food chains. Waste is more or less eliminated from going into landfills because they are being composted and turned into fertiliser. And by managing their home gardens using organic principles, locals will encourage bio-diversity, thereby helping improve their local environment.

At present, Maldives is heavily dependent on imports, especially food and energy. One way of reducing this dependency is through organic farming which contributes towards food security by strengthening the agricultural sector. It will increase income opportunities, strengthen our livelihoods, improve nutrition, thereby improve our quality of life. It will also reduce dependency on expensive imports of synthetic fertilisers and chemical pesticides and instead we can become self-sustaining using local resources.

EJ: What do you see happening next in the country’s agricultural sector?

SZ: We are facing rapidly rising fuel costs; undeniably the way forward is sustainable agriculture using renewable energy technology in the agricultural sector. We should start implementing types of renewable energy such as solar and wind energy, biomass fuelled from waste.

Currently there is a rising interest in hydroponics. However, I believe that organic farming is a far more efficient and sustainable form of agriculture, especially as water is such a precious commodity in the Maldives.

It is my belief that it is imperative for small farms to transition to an ecologically managed system of agriculture if they are to be competitive and sustainable in the long run. Our method of sustainable organic farming is a combination of crops and livestock, with poultry and goats. Chickens and goats all provide a source of income and supply manure which we use as a fertiliser for our crops. This integrated system of crops and livestock on small farms can be more competitive because they can be more energy-efficient and self-sustaining.

The stakeholders involved in the agricultural sector should realise that the only way forward in such a fragile environment as the Maldives is by farming organically. It is the only method where we can preserve and conserve our soil, fragile aquifers and our marine environment, as well as adapt to climate change.

I feel that we as a nation are at the right moment to launch this type of sustainable agriculture which has enormous potential for the local market. It also is very appealing for the tourism industry as we can offer locally grown quality organic produce to our luxury hotels instead of importing produce grown in other countries.

The Organic Farm plans to expand its current workforce of ten by hiring and offering internships to locals. The farm is currently self-sufficient, operating on profits earned from produce sales.

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Police considering legality of 300 arrests in wake of Criminal Court’s release of Gassan

The Maldives Police Service is reviewing the legality of a number of arrests made under article 46 of the constitution, after the Criminal Court ruled last night that the arrest of Gassan Maumoon, son of former President Maumoon Abdul Gayoom, was unlawful.

Police Sub-Inspector Ahmed Shiyam explained that police were studying the cases to determine whether the arrests were lawful in light of the Criminal Court precedent, and considering releasing the suspects.

Chief Judge Abdulla Mohamed ruled last night that Gassan was arrested in violation of article 46 of the constitution and a Supreme Court precedent establishing criminal justice procedures.

Article 46 states, “No person shall be arrested or detained for an offence unless the arresting officer observes the offence being committed, or has reasonable and probable grounds or evidence to believe the person has committed an offence or is about to commit an offence, or under the authority of an arrest warrant issued by the court.”

Gassan’s lawyers argued at court that as the former President’s son was taken into custody without an arrest warrant after he was summoned for questioning, the circumstances of his arrest does not fit the exceptions provided for in the constitution where suspects could be arrested without a court order.

Sub-Inspector Shiyam however said there were “dangerous criminals we have arrested following the same procedure for committing offences such as child molestation, drugs and assault and battery.”

Police were currently reviewing the cases of “over 300” suspects to determine if their arrests were constitutional, he said.

Responding to the legal arguments from Gassan’s lawyers at the Criminal Court hearing yesterday, Police Superintendent Mohamed Jinah said if Gassan’s arrest was unlawful, “every one police have arrested and brought before the court [for extension of detention] was arrested in violation of the constitution.”

Jinah insisted that the arrest was lawful as police had reasonable grounds to suspect Gassan had committed a crime and were prepared to submit early evidence for an extension of detention.

Speaking to Minivan News today, Progressive Party of Maldives (PPM) Spokesperson MP Ahmed Mahlouf said the police statement was intended to “put the lid on Gassan’s arrest,” which he said had drawn public anger towards the government.

Mahlouf noted that only the Criminal Court, High Court or Supreme Court could order the release of suspects held in remand detention and “not the President’s Office or Home Ministry.”

“And the only way to change a Criminal Court ruling is to appeal it at the High Court,” he said, adding that the Supreme Court precedent in July 2010 established that only the Prosecutor General could file such appeals.

The PPM also filed three complaints at the Police Integrity Commission (PIC) regarding Thursday’s disturbances, Mahlouf said, which involved the police reaction to the MDP protest outside the Supreme Court and police failure to intercede when MDP activists damaged the property of the former President.

The party also filed a complaint about the summons chit sent to Gassan Maumoon, he continued, which he argued was “unlawful” as the former President’s son had exercised his right to remain silent when he was first summoned on Saturday.

The PIC had invited PPM members for a meeting regarding the complaints at 12:00pm tomorrow, he said, adding that the commission had formed three committees to investigate the matter.

Two activists of the ruling Maldivian Democratic Party (MDP) arrested for their involvement in disturbances outside the former President’s residence, Endherimaage, last Thursday were meanwhile released from custody today.

The Criminal Court yesterday approved a five-day extension of detention for MDP activist Ilham. Following his release last night, Ilham’s lawyer Abdulla Haseen said Gassan was arrested on suspicion of endangering a person’s life while Ilham was arrested on suspicion of damaging personal property during Thursday’s protest.

But, said Haseen, while Ilham was handcuffed and had his detention extended by the court, Gassan was treated very differently.

Supporters of the former PPM attacked Housing Ministry’s State Minister Dr Mohamed Shareef yesterday when he arrived from a conference in Bandos while PPM activists were demonstrating outside the police headquarters.

Sub-Inspector Shiyam said today that no arrests had been made yet in connection with the attack, footage of which was shown on Villa Television yesterday. The PPM supporters also stormed into the Home Ministry and met with senior officials to complain of Gassan’s arrest.

No-confidence

President’s Office Press Secretary Mohamed Zuhair meanwhile told Minivan News that in the wake of yesterday’s Criminal Court ruling, “all the arrests made in the past using the same procedure will be unlawful.”

Zuhair revealed that a team of senior police officers met with Prosecutor General (PG) Ahmed Muiz today to discuss the implication of last night’s precedent.

“He did not speak on the issue and rather questioned the police about some past incidents that he asked police to investigate and told the police to leave the PG Office immediately,” Zuhair said.

Following the actions of the PG, said Zuhair, the executive believed the government could no longer work with him.

“We will file a no-confidence motion against him [in parliament] very soon,” he said.

PG Muiz was unavailable for comment today.

PPM Spokesperson Mahlouf said the party would do “everything we can to save the PG” and such targeting of independent institutions the government was displeased with was “unacceptable.”

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Parliament cancelled over convicted MPs’ attendance

Parliament was adjourned 15 minutes into the sitting yesterday after opposition MPs protested the presence of Independent MP for Kaashidhoo Ismail Abdul Hameed, who was convicted of corruption on August 29 and sentenced to one year and six months banishment.

Hameed had since appealed the Criminal Court verdict at the High Court, which held a first hearing yesterday.

Responding to points of order raised by MPs Ilham Ahmed, Ali Arif and Ahmed Mahlouf objecting to his presence in the chamber, Hameed said he was “on holiday” from October 2 to November 22.

“I don’t believe there is any legal obstacle to my attending the Majlis,” he said.

Speaker Abdulla Shahid said parliament had not informed the Kaashidhoo MP that he could not attend sittings, noting that Hameed had the right to appeal the Criminal Court verdict.

After a series of consecutive points of order from both opposition and ruling party MPs, Shahid adjourned the sitting to discuss the issue with parliamentary group leaders.

Parliament Secretary General Ahmed Mohamed confirmed to Minivan News that MPs were informed that today’s sitting was cancelled to allow the Speaker to resolve the dispute through dialogue with the Majority Leader and Minority Leader.

A decision had not yet been made on going ahead with tomorrow’s sitting, he said.

Under article 73(c)(3) of the constitution, MPs found guilty of a criminal offence “and sentenced to a term of more than twelve months” would be stripped of their seat.

Article 78 of the constitution meanwhile states that “whenever there is a vacancy among the members of The People’s Majlis, an election shall be held within sixty days from the date of the vacancy. A by-election shall not be held within six months prior to a general election.”

Brawl in committee room

MP Ilham AhmedMeanwhile, a brawl broke out between MPs of the ruling Maldivian Democratic Party (MDP) and opposition Progressive Party of Maldives (PPM) MPs at an Economic Committee meeting yesterday.

PPM Media Coordinator and MP for Vili-Male’ Ahmed Nihan told Minivan News that MDP MP Ibrahim Rasheed threw a glass at MP Ilham.

“Bonda hit Ilham with the glass when he said that the [committee] meeting will unlawful if it was continued with MP Abdul Hameed,” Nihan said. ”He was injured and was admitted to ADK hospital after his chest was continuously bleeding.”

MP for Maafanu South Ibrahim Rasheed however denied the allegations and accused Ilham of “misleading the public.”

”He made that up and it is a big lie,” Rasheed said. ”I did not hit him.”

Speaking to private broadcaster Villa TV from ADK hospital yesterday, Ilham said yesterday’s sitting became heated over the convicted MP’s presence and the matter of a motion without notice submitted by opposition MPs regarding the MDP protest outside the Supreme Court not being tabled in the agenda.

“After the sitting was adjourned, we went to the committee,” he explained. “Even though we’re not members of the Economic Committee, we do attend meetings and speak there. We can speak even though we’re not members. We just can’t participate in voting. I said this is unlawful [with Hameed in attendance] and committee meetings could only take place after this is solved.”

Ilham said his remarks led to acrimonious verbal sparring between MPs, during which Bonda got up and threw the glass at him.

Secretary General Ahmed Mohamed told Minivan News today that a police forensic team arrived at parliament shortly after the incident and commenced an investigation.

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Expat nurse working in Gulhi raped

Police have arrested two men and a minor on suspicion of raping an Indian nurse working in the island of Gulhi in Kaafu Atoll.

Deputy Chair of the Gulhi Island Council, Abdulla Shiham, told Minivan News that the incident occurred last Friday night.

“That night a council member was phoned and informed about the incident at 12:30am in the morning,” he explained. “I myself went to the house where the nurse was staying and we reported it to the police right away. Police arrived the next morning because the weather was bad and no speedboat was available at the time.”

Police started their investigation the following morning, said Shiham, and arrested a 19 year-old, a 24 year-old and a minor.

“The nurse has worked for the island for almost five years and she has helped the islanders in many ways,” he continued. “We condemn this action with the strongest possible terms and we call on police and judiciary to give them the harshest penalty possible, even to the minor.”

Islanders were all frustrated and sad about the incident, the council chair said.

“When the doctor in the island health centre goes for vacation the nurse will not let us feel the absence of the doctor, she cares for the islanders very well, even if we asked she would open the health centre at midnight,” he added.

While the nurse wanted to come back to work for the island, Shiham said her husband did not want her to stay there any longer and she left the next day.

Police Sub-Inspector Ahmed Shiyam confirmed the arrests were made and said the investigation was underway.

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