Greenland EXPO's Mission Statement

The Expo Board, the advisory board that has been formed to establish the overall framework for the branding process, has signed a Mission Statement. This states a commitment between the State and the companies to develop and to insure the implementation of the Greenland brand. This brand is meant for every Greenlandic company or product who fulfils the criteria that have been laid down for a Greenlandic company to be approved to use the brand.

Among those criteria a set of values have been identified which every product or company who are to be approved must reflect. Besides the fact that the products that are to brand Greenland abroad should be exclusive and up-scale, the values are: origin, rough, pristine, spirit and grand.

The aim of this international branding is to ensure positive associations and expectations to Greenland abroad thereby strengthening the country’s international trade promotion efforts. Branding Greenland is important to the national economy and important to manifest Greenland as an international partner. It is also an opportunity for government and business to join forces, to shoulder a heavy burden for the benefit of other businesses in Greenland, for the entire market in Greenland and for the people of Greenland.