Made in Jamaica! - Buy Jamaican! Why?

Franklin Johnston

Friday, February 17, 2012

Please check your house or workplace. What do you have that's "Made in Jamaica"? We cannot even produce a good toilet roll. I used to smuggle toilet rolls and my respect for the British grew when they evolved from greaseproof paper to a tufted toilet roll. "Made in Jamaica" is anathema to us. We are a foreign-minded, consumerist nation. What do we make? Could we survive if the Zim container did not come? So we do white rum, Red Stripe, Blue Mountain Coffee (nice colours) and our cocoa is "sooo good", but all some white man's work from a long past age and the stuff nature gave us is wasted as we do not drink coffee. I was shocked to hear an advert for an American brand of coffee here. I almost spilt my tea. Incidentally, why don't we grow tea here any more? No prizes for this... foreign mind!

What do we make? You checked home already, so check Princess Street or Sovereign Mall. If we are entrepreneurs and innovators by going abroad to buy, let's all do it. Why not? That way ruin lies so let's speak truth to each other. Who is an entrepreneur? Or innovator? He who has an idea for a quality product - not to "make a money". Innovative ideas get no money as they are too risky. Show the bank an idea copied from Alaska - sold! Here the innovator is the first copycat and the man who buys a franchise is our genius. I am almost convinced there is nothing wrong with being mediocre. See the T-shirt? Mediocre and proud! "Made in Jamaica" will not be popular anytime soon. Name one original local product? OK, you win, Pickapeppa, two generations old. Christ, no other? The coconut floor brush was a great innovation, but Mr Hoover of vacuum cleaner fame killed it. But I have good news for you - innovation is rare so let's make quality standard products for the large markets in our orbit. Some three per cent of their market is our true JEEP. It can be a Hummer - jobs galore! Let us pray!

Brand Jamaica is powerful but not all positive. America is opportunity; London, history; Africa, feral society; Jamaica, easy spirit. These are powerful brands, but do not readily attach to products or services. Incidentally, I wonder why so many local bodies are "Jamaica" this or that. Are we insecure? They do no business abroad yet it's "Jamaica Bus Company". Trust me, no one else will claim it! Reggae is our emanation, uplifting yet unpredictable. Despite this, some brands transcend. Sandals is our best service brand - thought, work, controlled environment with affected casual tinctures well delivered. As Baygon is bug spray, Sandals will soon mean holiday. Grace is an exciting brand and has been "passing for white" in major markets while nurturing roots. I did a blind test with English friends - parlour games - Grace juice won. Our mango, pineapple, yam is not branded. It says we are mere gatherers, not producers with a brand to imprint on a market. Grace brand says: "We will be in the market come hell or high water - trust us!" Copy them! Mr Wehby, do extend your tough standards to fruit and root crops; manufacture one quality detergent and toilet roll in the UK and USA - a winner. We know the profits come back to Harbour Street. I like your vision!

Our future is production for export. JAMPRO must do the research, foreign trade sign the treaty and tell us what, where; give details. We must examine gourmet items as escargot (snails) and spring chicken (frogs' legs) - no praedial larceny. We must also manufacture in the big markets. Our patty makers in the USA do not create jobs here but a "tuups" fall on us. We do not need 100 per cent as if we get many 10 per cent, we will be way ahead. Banks must lend money in the diaspora as they too bawl for lack of capital. Invest abroad from your HQ here. A one per cent niche there can create better profits, better products and many jobs here.

If you hustle to survive, is this innovation? Not in my book. Innovation may emerge from desperation but usually from a thoughtful process. A product idea worked diligently is entrepreneurship. Over four years, I designed a toilet bowl to enhance public health and usability; a small patentable tweak. If we tweak quality standard products with zing, we can displace mature products in big markets. Mr entrepreneur, why not examine it?

If a country's name is prefaced by "buy", it's in trouble. "Buy Jamaican" is against the run of play. It is un-Jamaican to buy local. Not in our DNA. Suppose a friend saw you in local shoes? Dead meat, reputation lost! It is written that our major protein "was, is and ever shall be" imported. Salted meats and fish. Chicken is screwdriver industry at 85 per cent import content, as are our main carbs and much of our pulses and vegetables. Roast yam for lunch and dinner is dull! "Buy Jamaican" is restraint of trade and tyranny - "figgat it!" It failed in the 70s, 80s, 90s and "noughties". Can it work with globalisation? Salt fish is my national dish but I can't import it? We need fresh ideas. In this jubilee year, all should change to ackee and local back bacon. Why not?

Are we without hope? No! If a local product cannot be exported as is, do not buy it. Pressure producers to raise their game. They must brand for Spanish and French neighbours and gear to produce in volume. Can Cabinet link consumer imports to exports? So "eat what you want, but earn the FX to buy it!" Don't stress what we can't have, tell us what to do to get it!

Transformation industry production to serve large demand is our path to prosperity. Ergo little Trinidad sets up to serve big Jamaica, so little Jamaica retools to serve big Haiti or the Dominican Republic. We are our own problem, not the IMF. Our producers opt for margin, not volume. Yet to earn $40 on $100,000 cannot compare to $10 on one million sales. Oh, that I had words and voice enough. Poor Peter! Poor Jamaica! Eyes they have but do they see? Stay conscious, friend!

Marley, Puma Olympic gear

I am not in favour of dynasties - royal or artistic - and before "Grace Jones meets my dad", I had hoped for a competition of local designers. Talent usually skips a generation and so far I am not moved by our Olympic strip. The Jamaica flag and Puma logo have equal billing on the track suit. Is this respect? I expect better from "Catch a Fire". Canadian Tu Ly designed for three. The multi-gradient colour of Brazil's Ogata will shock. Expect bold tease in Armani for Italy and Australia. South Africa's kit is invisible until July 27 - hold your breath! Buffalo Soldier will have to deliver amazing singlets and shorts for long legs. Did Government bow to fashion instinct or money and music fame? Run nigger, run!

Dr Franklin Johnston is a strategy adviser and project manager. franklinjohnstontoo@gmail.com

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COMMENTS (8)

Bal Ance
2/22/2012

I will support this as long as the product is good, prices are competitive and the manufacturers are not blatantly partisan and are good corporate citizens

R- Cool
2/20/2012

The PROBLEM is not the GOVERNMENT. Its we the people still suffering from the PHOBIA -SYNDROM of the blame game. Its like a relay-baton, handed down through GENERATIONS without any renovations.
How come under the British-rule,we had all the necessary factories/companies to self-satisfy our own consumption as well as for exportation.
Since the late 80s we have become a fixed addict on USA/FOREIGN made whatsoever. Now we are so addicted there is audley any recourse. Anything local no good!

Antonette W.
2/19/2012

Whenever I buy "Jamaican" products in the stores, I make sure they are really from Jamaica. Oftentimes, I've noticed that many of the products that say "Jamaican" are actually produced in Asia or South America and it's easy to get fooled. I almost bought a package of Jamaican Blue Mountain coffee to present to one of my American coffee loving friends, then I read the label and the coffee was actually from Hawaii. How do they get away with that?

Aubrey Gregory
2/19/2012

Absolutely right !! The markets in several 1st world countries are begging for products from Jamaica to flow in ! No one taking the time to capture these opportunities!! Grace has a big lead but where is Scotts and Mussons??? Coffee is a big seller in North America , Jamaican coffee far out shine the water down coffee they sell there now! If someone grind pimento and put it in a bottle like salt and pepper you would be soo surprised by the Fx the country could earn!! just start with little things and mass produce it so it cost pennies! case transportation is gonna be the biggest cost getting them into various markets!

Rick Berns
2/17/2012

The rantings of a brilliant mind. If only we could capture that creative energy and make it work - pay. Why do we not have a Franklin Johnston in high office in Jamaica, pushing production and business? I could read you all year sir, and lose track of time. Jamaica has the talent, but we have to clean up the 'system' and let our creativity reign free. No difficulty in business would stop us. Only corrupt policians and poor education we can't seem to overcome.

Eric Thor
2/17/2012

Dude! It seems like you forgot to take your meds when you wrote this! All of this whining, and complaining. You used to offer solutions, though often pie in the sky and not based in reality, but ideas nonetheless. Sounds bitter, but you sir, are entitled to your opinion. This is indeed an "Op Ed"

nervous investor
2/17/2012

This is one of Dr Johnson's best articles ..... as I have said elsewhere on the Observer blog today .... WE MUST PRODUCE FOR EXPORT (whether goods or services or tourism) else borrowed money will not help us beyond the short term (and cripple in the long term). We have been short terming this thing in the 70s, the 90s and the Noughties while destroying that built in the 60s and the 80s. we MUST CHANGE as a nation and stop allowing power hungry brutes to fool us and foil our wish to develop

Paul Gentles
2/17/2012

Whilst I agree with the thrust of this article and it's an idea I encourage whole-heartedly - I dont believe we need to denigrate one race to elevate another.
Mugabe had a great idea but the execution was poor - so if you dont go about something the right way a good thing will go bad. Why create enmity? Dont spoil your good idea with this "white man, blackman thing".
Grace can play a pivotal role they have the nous and experience,their likes should run JAMPRO.

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Made in Jamaica! - Buy Jamaican! Why?