The Republic of Fiji has launched the branding process for Fiji Pure Mahogany, a new hardwood brand that will be the first brand to be beneficially owned by a sovereign nation. The brand is being filed in about 28 countries worldwide and is intended to meet global need for legal and sustainably harvested mahogany. The first sale of officially branded Fiji Pure Mahogany has gone to Sustainable Mahogany Industries, which produces the bodies and necks of Gibson guitars. Henry Juszkiewicz, chairman and chief executive officer of Gibson Guitars, was among the high profile figures that attended the brand launch, which also included the Fijian Prime Minister and the U.S. Ambassador to Fiji.