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Dr. Andre Gordon (right), president of the Jamaica Exporters' Association (JEA) and Velton Gooden, director of P.A. Benjamin, examine the label of the new Benjamin's Barbeque Jerk Sauce. Dr. Gordon and JEA executives were touring the company as part of the JEA's 40th anniversary celebrations in Kingston recently. Looking on is Christopher Powell, P.A. Benjamin's brand manager.

ONE WOULD never have imagined that the medicinal practices of a brilliant young Jamaican chemist could rival leading pharmaceutical and cosmetics companies across the globe.

The story of P.A. Benjamin, though over 100 years old in the making, is a reflection of the entrepreneurial spirit that has heralded so many local companies in the export market.

The year 1879 saw a young Jamaican named Percival Austin Benjamin exerting his natural passion and interest in the use of bush teas and herbal medicines to begin Benjamin's Jamaica Healing Oil Factory, which was eventually re-named P.A. Benjamin Manu-facturing Company Limited.

Much of what the company provided in the early stages of the business was a large array of its founder's own bottled prepa-rations, concocted out of his knowledge of medicine.

Benjamin proved to be more than a genius in its medicinal concoctions; he also exhibited a flair for the marketing of his products. He was infiltrating what was then an extremely lucrative market in the West Indies, the popular Panama Canal project which attracted scores of Jamaican labourers, and one which eventually paved the way for the buoyant performance of Benjamin's products in the Caribbean.

The presence of Benjamin's in Panama began what was to be a vibrant and lasting export partnership in the region.

The Benjamin's name quickly took on a life of its own in the global export market, and by 1928 following the death of its founder; the entity was effectively one of the leading international pharmaceutical companies with top products such as Benjamin's Healing Oil, pomades and the Khus Khus line of perfumes.

NEW OWNERSHIP

In 1930, P.A Benjamin Manufacturing Company was purchased by the firm of Cecil B. Facey signaling a new era in the company's portfolio.

While the change in ownership did not disrupt the operations of the company, the line of products became less patent medicine oriented and the 'cure' element, the original focus of P.A. Benjamin were discontinued.

Nearly thirty years later P.A. Benjamin was again under new ownership following its acquisition by the Matalon family, who had already established themselves in the local pharmaceutical industry through Commodity Service Company.

The change of ownership served to breathe new life into P.A.B., which thereafter continued to grow by a planned programme of product development and exports.

Around the same time, Benjamins established a new home at 97 East Street in Kingston. In 1962, P.A.B. along with Cecil B. Facey was incorporated into the newly-formed ICD Group of Companies.

The 1990s saw a mature P.A. Benjamin in the marketplace with an even more diverse product offering, including a new line of savouries and a range of household cleaning products under the Big Ben brand of household cleaners.

And not to be outdone or forgotten are Benjamin's savouries including browning, soy sauce and hot pepper sauce.

These joined the pharmaceuticals, personal care, cough and cold, infant care, flavourings and colourings, and bath and body care products under the Body Collections brand.

The range of goods is representative of the distinctive marks of quality and uniqueness that connotes Jamaican products.

The company's bath and body splashes, gels, and lotions for example are Jamaican fragrances world renown for their distinctive tropical scents.

The year 2000 saw the scripting of a new and exciting chapter in the history of P.A. Benjamin Manufacturing Company Limited. The company was purchased by Errol Powell, who was a senior vice-president at ICD Group at the time.

Under its new management, the company marked some significant milestones including the observance of its 125th anniversary in 2004, as well as the attainment of its ISO certification in 2002 having maintained strict adherence to known international management standards in the manufacturing of products for the market.

NEW PRODUCTS

All products manufactured at the company's factory are made to conform to British Pharmacopoeia Standards (BSP), United States Pharmacopoeia Standards (USP) and in-house standards.

PAB has an established laboratory capable of performing micro-biological analytical tests, and currently conducts approxi-mately 80 per cent of product testing activity in-house.

The Benjamin's brands are currently marketed in over twenty countries and export sales now account for approximately 30 per cent of total sales.

According to marketing consultant Yvonne Johnson, increased emphasis has been placed on the export potential for Benjamin's products.

"Benjamin is rivalling international companies in the local market especially as it relate to products such as Benjamin's rubbing alcohol, vanilla and flavourings".

Benjamin has focused much of its energies on the development of new products to complement several of the already established products, and also to venture into new product areas in synergy with the company's capabilities.

To this end, the company has recently added jerk seasoning and jerk barbecue sauce, and also expanded the flavouring line to include cinnamon extract, nutmeg extract, anise extract, banana flavouring and a liquid mixed spice.

"We have had very favourable response both on the local and export market," Ms. Johnson said. "Our liquid nutmeg and liquid cinnamon are clear winners. The initial off take of our jerk products especially in the New York and Canadian markets has been very encouraging".

The company is moving with a number of short-term projects to improve their overall product delivery including achieving HACCP Certification by December.

Ms. Johnson said the company has been developing over ten new products which are expected to be launched in 2006 including sinus and allergy relief, multi-symptom flu, honey along with rum and lime.