Kingston means business

JMA/JEA Expo 2010 generates interest, pulls crowds, paves way for resurgence for the capital

The National Arena was decked up to the occasion, colourful festoons, companies showcasing their wares, crowds milling, enjoying the ambience and the samplers, in all it was one great show. The Expo, which is the first major event to be organized after the state of emergency was imposed in Kingston last month, brought the best of the city.

“There were some misgivings from overseas buyers when the state of emergency was imposed,” said Berletta Helon Forrester, export promotion manager at Jamaica Promotions Corporation (JAMPRO). “But we assured them that Jamaica was open for business and safe and that we decided to proceed with the Expo was a reassurance.”

Helon Forrester informed that there were twenty cancellations, out of the initial 184 buyers that had registered, but through their (JAMPRO’s) aggressive marketing the number of buyers who registered went to 309.

“We targeted our traditional export markets in North America and the UK. The US is our biggest export market and working through our European Regional Office in London, we sought to put Jamaica in a position to take advantage of opportunities opening up under the Economic Partnership Agreement. We also made a special effort to target buyers in the Caribbean to address the trade gap and get more high quality Jamaican projects into regional markets,” she said.

The Expo, which saw a B to B and B to C (Business to Business and Business to Consumer) convergence under one roof, had the exhibitors, both conventional and unconventional, on an upswing.

“Inspite of all the challenges, we are very upbeat and positive,” said Aswad Morgan, group marketing manager Morgans Group, which manufactures bed and beddings. “The hospitality sector is our major clientele, and we hoping to get more contracts from participating in the Expo.”

Pamela Bruce, managing director of Falcon Marketing and Consulting Services, manufacturers of Barrington House range of cigars, exuded the same sentiments.

“Jamaica is not a cigar smoking country but our product is very popular with the visitors,” Bruce said, adding that majority of her product was targeted to the hospitality industry.

“We sell in the entire tourist belt, from shops to cruises and we want to build consumer awareness,” she informed, as she divulged their reason for participating in the Expo.

“We make a world class product which is proudly made in Jamaica,” she informed. “Unlike Cuba, where cigar is a national industry, we create awareness about our product through our efforts.”

Bruce, who said that 80 per cent indigenous products are used in manufacturing the cigars, which are exported to the United States, Germany, Netherlands and other European countries. “Cigar making is like making food, there are blend of ingredients and as we use the best material, some of it is imported,” she said.

The manufacturers, though upbeat, lamented on the high costs, particularly that of electricity, that are a major roadblock to compete in cost effectiveness of the finished product, “Overhead costs are a major concern for us, but we are still going all out to get more business and hopefully more contracts to surge forward,” said Morgan.

The JMA/JEA Expo 2010 saw buyer registrants from Barbados, Belgium, Belize, Bermuda, BVI, Canada, Dominican Republic, Ghana, Grenada, Guyana, Nigeria, St. Kitts, St. Vincent, St. Lucia, Suriname, T&T, UK and the USA.

“Jamaica offers a range of high quality products and services and this (the Expo) is an opportunity for the hospitality industry to be aware that there are viable alternatives to imported products right here,” said Helon Forrester.

The Expo showcased over 2,000 products and services by Jamaican businesses from 15 industries.