Frankson: 'It is a success.'
Ayanna Kirton, Staff Reporter
LOCAL MANUFACTURERS and retailers are rallying behind the Jamaica Manufacturers Association's (JMA) 'Buy Jamaica Build Jamaica' campaign, which was launched in collaboration with the National Commercial Bank (NCB) in February this year.
"The campaign has renewed enthusiasm in the manufacturing sector as people are now asking for products made in Jamaica," said Doreen Frankson, president of the JMA in an interview with Sunday Business.
The local manufacturing industry also recorded 2.8 per cent in growth in the first quarter, which the association's president attributed to the campaign.
According to her, this achievement was significant since the industry had experienced a decline for a number of years.
In addition to the growth of the sector, Mrs. Frankson indicated that the success of the campaign would mean sustained levels of employment in the sector, the continued operation of factories and an overall increase in local production and sales levels.
EDUCATING THE PUBLIC
Sean Scarlett, group financial controller for Walkerswood Caribbean Foods, said the campaign was still in its early stages so it was difficult to measure any change in her company's performance just yet.
However, she acknowledged that the campaign was an excellent way to sensitise the public to the availability of quality Jamaican products.
"Although there are no immediate effects I will not write it off," said Mrs. Scarlett. "The campaign will no doubt help to educate the public about the level of products that we produce locally."
Assistant manager for Super Plus' Liguanea branch, Ann Richards, said the level of customer interest and support in the supermarket chain's local products was growing.
As a retailer, the chain makes it a point of duty to support the local agricultural sector by purchasing its farmer's produce; something the assistant manager said its customers appreciated.
According to Mrs. Richards, the perception was that local products were more natural and this appealed to health-conscious consumers.
Pre-packaged local brands like Grace were also top sellers for the chain and indicative of its customers loyalty to quality locally produced products, Mrs. Richards said.
Overall, "the campaign is a positive thing that will work for merchants and suppliers as we have seen that customer support for local products is growing," she added.
Betty-Ann Blair, sales officer for the Agricultural Chemicals Plant, manufacturers of Vape Mat, said the company's participation in the May Expo put on by the JMA in association with the Jamaica Exporters Association, helped to create high levels of exposure for their insect repellent products which most consumers had thought were manufactured abroad.
"The exposure generated for manufacturers from the expo and the 'Buy Jamaica' campaign (in general) is good," she said.
From her company's perspective, Mrs. Blair said it enabled them to field customer queries and complaints, which aided in the product development process.
For Courts Jamaica, the 'Buy Jamaica' campaign is an extension of the company's own initiative geared towards supporting local furniture manufacturers, Janice McIntosh, public relations and promotions executive for the company, stated.
"We've embarked on the campaign to plough into the furniture industry," she said.
As a result, the executive pointed out, the company's total expenditure on locally manufactured furniture is considerably higher than that on imported furniture.
Mrs. McIntosh suggested that although purchasing products manufactured abroad proved more cost effective for the company, the company supported the local furniture manufacturers in an effort to increase the industry's viability.
"The furniture industry is fledgling and we want it to be viable for many years to come by encouraging local suppliers to produce products of a high standard and quality so that they can become exporters," she said.
MORE PROMOTION
Abe Baracatt, managing director, considers the 'Buy Jamaica' campaign a very good idea but argued that better implementation in terms of promotional activities and the placement of advertisements is critical to the campaign's success.
"We need things like television advertisements that get to the point," he said. "We have to target the younger consumer by airing commercials on the various cable channels that cater to this segment to create a culture of appreciation for local products."
Mr. Baracatt said events like the JMA/JEA expo held in May would create greater traction if they were held across the island.
"We need to show buyers that the same technology that they use abroad to produce products is used here," said Mr. Baracatt while pointing out that his company employed the same screen printing technology used in the United States. "Products made abroad are not necessarily better. Many people think it will cost less but it is easier to do things locally at times because of the hassle and cost involved in importing some products."
Currently in its fifth month, the 'Buy Jamaica' campaign will be executed on a phased basis and will run for four years.
According to JMA's executive director, Nicola Gordon Rowe, at the end of this year, a quantitative analysis will be completed to give a clear assessment of its success.
"We think the outreach has been good and we will be taking the message to the entire island via our road show," said Mrs. Gordon-Rowe.
The next event on the 'Buy Jamaica' campaign roster is the launch of the "Buy Jamaican Essay Competition" on September 8.
The essay competition will target school-age children and a committee consisting of executive members of the JMA, the Ministry of Education, and members of the academia will guide the process.
