The listed bakery, Honey Bun Ltd, has now cut the price of its signature ‘Shordy’ bread by more than $10 as of yesterday amid commodity price drops.

Prices rarely fall in Jamaica and this represents roughly a seven per cent saving to consumers.

“Yes , a $10 reduction in a bread is a huge discount for consumers. Yes, we expect to get increased sales but mainly because of the improved quality,” chief executive Michelle Chong told the Observer in a mailed response to queries.

Marketing executive Liz Swaby added: “Honey Bun is considerate of the harsh times we are facing and any opportunity we get to pass on savings to our customers in affording great food we will take it. We recognise that gas prices are falling and we expect to benefit, but we are already taking steps to be ready to share the savings with our customers.”

Another bakery, Captain’s Bakery, also reportedly announced similar price drops this month. The price reductions, although not huge in absolute terms, still reflects a rare respite to consumers.

Jamaica repeatedly records one of the top five highest inflation rates within the 34 countries of the Americas, UN data indicates. However, inflation year to date has reduced significantly based in large part on the roughly 50 per cent drop in oil prices since last July.

Honey Bun’s Shordy Bread is a one-pound loaf available in bran or white that offers a “compromise” between hardo and sandwich bread.

“The bread is available on the market for a cost of $150 – $200 at most supermarkets, wholesales and small shops but the cost is now being reduced by more than $10,” stated the company in a mid-January release about the price cut effective January 31.

Honey Bun, established in 1982, bakes Shordy Bread, Goldie, Donut, Cinnamon Roll, Easter Bun and Cheese Bread.

The company’s shares were listed on the Junior Market of the Jamaica Stock Exchange in June 2011. The bakery posted $23.4 million in profit from $741 million in sales for its September year-end or one-third less profit year-on-year.

Honey Bun recently received the Jamaica Manufacturers’ Association award for Champion Exporter in the small category.