Doreen Frankson, president of the Jamaica Manufacturers Association. - file

The Jamaica Manufact-urers Association (JMA) is claiming success with its 'Buy Jamaican' campaign, pointing to a recent market survey, which indicates that some 79 per cent of Jamaicans now say they are more inclined to buy local products over foreign imports as a result of the campaign.

The association's president, Doreen Frankson said she was "heartened that the strategy to improve local purchases has been working", at the JMA's annual Christmas JMA luncheon at its head office on Duke Street in downtown Kingston, last week.

She pointed to the recent JMA-commissioned impact assessment campaign, conducted by Market Research Services, which indicated that 80 per cent of the respondents have been exposed to the message of the 'Buy Jamaican' campaign "while 55 per cent of the respondents indicated that Jamaican products were superior to that of imports."

Range of quality

In February 2004, the JMA partnered with the National Commercial Bank to launch the 'Buy Jamaican Build Jamaica' campaign, aimed at building and maintaining the strength of the Jamaican market by promoting the range of quality and locally manufactured goods and agricultural products.

Speaking afterwards with the Financial Gleaner, Frankson expressed satisfaction with the survey results.

"We are very pleased with the initial result [especially] since we are coming from nothing - and in fact had expected a lower figure. We had thought between 60 and 70 per cent would have been exposed to the campaign."

The JMA president said the 'Buy Jamaican' campaign would be an on-going one.

"It has to be a continuous process; it cannot be just that you do it for a year. We are going to continue next year when we celebrate our 60th anniversary. We have to keep coming up with innovative ways so that it resonates with the population."

Still, she noted that there were some things that could have been done differently, such as targetting smaller geographic areas, instead of concentrating on parishes.

"I would have probably done more road shows," said the JMA president. "There were probably more towns that we should have gone into," Frankson said, adding she would be following through on activities into 2007 and until she demits office.

"And, I would imagine that the new administration will continue to carry it on."

The businesswoman and principal of EdgeChem also criticised the government for the absence of a comprehensive manufacturing policy.

"I am not satisfied at all because they talk the talk and so on but we have not reached anywhere - we are not singing from the same hymn sheet."

As an example she noted that the association had been trying to get a procurement policy for local manufacturers in which a certain percentage of government contracts would be set aside for local businesses.

"The policy was started by (former) Prime Minister Patterson - but every time you put it there the Minster of Finance finds something to take it out. We don't have the same commitment that this is Jamaica. We need to protect the productive base. It is all self-interest."

Despite the challenges, Frankson had a confident outlook for manufacturers in 2007, although she questioned the country's readiness for Cricket World Cup.

"It seems to be going to be positive for next year; we just have to keep our fingers crossed because 2006 started out very well until the cement crisis came and we have not recovered from that and with the cricket competition coming. I think that the country has started very late. I just hope we won't be embarrassed because the place needs to be cleaned up."

ashford.meikle@gleanerjm.com