Brand Jamaica predicted to leverage opportunities for manufacturers

Diane Edwards, President of JAMPRO

Brand Jamaica will be highlighted at the 126th staging of Penn Relays, which will be held from April 28-30, 2022, in Philadelphia, Pennsylvania. Five Jamaican manufacturers, Annilu Ltd, Herboo, King’s Jamaican Health and Wellness, Bresheh, and Shavuot International, will chat with buyers and retailers to promote their products thus increase Jamaica’s export sales.

The trade mission is taking place as part of the export development programme Export Max III, which is led by JAMPRO, the Jamaica Business Development Corporation (JBDC), and the Jamaica Manufacturers and Exporters Association (JMEA). The event will highlight the island’s diverse manufacturing sector, and the products that are available for export.

What does Penn Relays mean to Jamaican companies?

Jamaica’s Prime Minister, The Most Honourable Andrew Holness, and Minister of Industry, Investment, and Commerce, Senator the Honourable Aubyn Hill, will attend the Penn Relays.

The event will feature a pavilion designed to house the Jamaican companies that will facilitate engagement with the over 100,000 patrons that are expected to attend the event. B2B (Business-to-Business) meetings will also take place to support the companies during the trade mission, as they look to build meaningful business relationships in the United States.

“The Penn Relays are a great avenue for the promotion of Brand Jamaica because of its historical connection with Jamaica, our athletes, and the diaspora,” explained Minister Hill.

“The event therefore provides an opportunity for Jamaica to not only display amazing athletic performances, but to connect with the Jamaican Diaspora expected to attend the event, and will introduce products to buyers and retailers in that area who are interested in securing ethnic food and other goods for their markets,” Minister Hill further commented.

The government is also encouraging Jamaicans abroad to invest in agro-processing, skills training, and in logistics, particularly Jamaica’s Special Economic Zones.

How do the Penn Relays affect exportation?

The mission will be a critical step in Jamaica’s ongoing efforts to identify new export openings for manufacturers, establish Jamaica as a supplier of high-quality products, and to increase global exposure of the country’s exporters. It is one of the island’s major trade executions since the pandemic and is expected to give a boost to the Export Max participants.

Diane Edwards, President of JAMPRO said, “This event should generate leads for our exporters, and should help them to secure contractual arrangements with US distributors.”

“While this will not be the first time that Jamaica has had major activities at the Penn Relays, I believe that there are advantages to this edition, as this will be the first staging of the competition since the onset of the pandemic. There is also a joyous mood surrounding the event, as it falls in the same year of Jamaica’s 60th Anniversary as an independent nation.”

Edwards insisted that the event will reinforce Jamaica’s image as a source of high-quality exports, and will serve many purposes for the manufacturers. She said, “The companies that will be at the Penn Relays represent the high quality and diversity of Jamaican products, and this initiative will give them the chance to be on the world stage and reach new audiences.”

“It will introduce them to exporters, and will show them the range of products that we have to offer. We believe that this mission will be fruitful for all the participants and stakeholders, and we look forward to seeing the positive impact it will have on the Jamaican economy.”

The Jamaica Promotions Corporation’s mission is to drive economic development through growth. JAMPRO is an Agency of the Ministry of Industry, Investment, and Commerce.