“Siga” is the Amharic word for meat. The SPS-LMM Program chose it as the wording of the brand for Ethiopia’s meat export, in the hope that it would be encouraging the Ethiopian meat exporters to produce uniform quality products to be sold at competitive prices. Instead of unduly competing among one another and thereby wasting a lot of time and resources, all Ethiopian exporters will have to export their meat under this brand. That in turn is expected to help them divert their energy and resources to upgrading the quality of the meat they export, given the fact that Ethiopia’s reputation is at stake. After all, for an Ethiopian meat exporter to have this brand on his or her product, he/she will have to meet certain SPS and hygiene requirements.