Delroy ChuckIN THE global economy, Jamaica has to sell its products and services competitively or remain economically-deprived. We cannot depend for survival and progress on our comparative advantages, natural resources and patriotic fervour. Neither can we continue to maintain a decent quality of life nor achieve prosperity from grants, remittances and loans on the international money market. We need to find creative processes to be more efficient and to add value to what nature has provided to compete globally.
I am a little concerned about the present Buy Jamaican Campaign sponsored by NCB in collaboration with manufacturers, exporters and other private sector interests. If the Buy Jamaican Campaign means we must use Jamaican products and services in spite of their prices and quality then it is a campaign that is bound to fail.
WHOLE-HEARTED SUPPORT
However, if the campaign is temporary and aimed at giving our producers breathing space while they bring their products and services up to world standard then it needs our whole-hearted support. To be sure, when we buy Jamaican products, we are supporting manufacturers, keeping jobs and money here, and creating even more jobs and opportunities for our people. Nevertheless, such a campaign has its shortcomings and dangers.
We cannot expect Jamaicans to support a Buy Jamaican Campaign forever if Jamaican companies fail to produce cheaper goods and better than its competitors. In the same manner that we cannot expect to increase our tourism arrivals without improving the tourism product, clean up our resorts and make Jamaica more attractive, manufacturers need a clear and unmistakable message that they cannot expect Jamaicans to buy anything they produce unless they are attractively presented and priced. For example, I find it amazing that in the land of wood and water, providers of bottled water are unable to knock out and eliminate the foreign competitors. I have no problem with foreign water coming here, but is it possible that local providers could sell at a price that simply makes it unattractive and uncompetitive to bring bottled water from Trinidad, Canada, France, Thailand, or the USA?
Imagine, just imagine, water being sold in Jamaica. It shoud not happen! However, since bottled water is now an accepted alternative everywhere then Jamaican providers should easily be able to sell at a price that corners the whole market. Selling Jamaican products must be about competitiveness, quality and marketing. Yes, if the product is of the same quality and price, and all things being equal, we should buy the Jamaican brand. However, I would urge producers, manufacturers and exporters to remember that in the long run, they and their products can only survive if they are cheaper and better than their competitors. Sadly, I think the Buy Jamaican Campaign is a promotion of protectionism, inefficiency and uncompetitiveness, from which we must extricate ourselves. In truth, I would like to see us move away from the Buy Jamaica Campaign to a Sell Jamaica Campaign that forces our producers to find and compete with markets abroad. For example, we should provide the Cayman Island and other Caribbean islands with bottled water at a price that outsells other providers.
QUALITY PRODUCTS
Just think of the quality Jamaican products Red Stripe Beer, pepper sauce, patties, coffee, soft drinks, music, etc. we should be marketing and selling billions of dollars on the world market but, unfortunately, we are happy satisfying Jamaican consumers. Interestingly, others are seeing the value of selling Jamaica and doing well. So we see Jamaica hot pepper sauce made in Costa Rica all over the USA and Europe. Jamaican Kola Champagne, Jamaican patties, and many other products manufactured elsewhere are doing well but of no benefit to the Jamaican economy. I would urge Michael Lee-Chin and NCB to shift the burden from the consumers to the manufacturers and have a Sell Jamaican Campaign in which it becomes natural and sensible to buy Jamaican products because they are of a higher quality and at a better price. Manufacturers owe the Jamaican consumer that simple duty.
Delroy Chuck is an attorney-at-law and Opposition Member of Parliament. He can be contacted by e-mail at Delchuck@Hotmail.com.
