Dear Editor,

Lisa Hanna nailed it again in her recent column ‘Jamaica for Jamaicans First’ published in the Jamaica Observer on Sunday, March 5.

Hanna wrote about the urgent need to diversify Jamaican exports for growth as well as the importance of Jamaican ownership to fuel development and prosperity. This is not the first time Hanna has shared these views, she has also discussed the need to push agriculture as an industry with increased support of local farmers to increase exports. I fully agree, but I believe these arguments will continue to fall on deaf ears unless we have new leadership with new outlook.

I’ve maintained for a long time that, despite the increase in visitor arrival, tourism is having little impact on the economy. Most profits don’t remain in Jamaica (if at all it gets here), workers are underpaid, and the Jamaican dollar continues to devalue. Hanna is correct, many well-known “corporate titans” and Jamaican brands are not owned by Jamaicans, and this should be a major wake-up call.

Imagine if agriculture got the same attention, investment, and support as tourism, I believe the effects on the economy could be profound! As an example, why is Jamaica’s cocoa production so low relative to other countries in the region? Jamaica produces premium quality coffee and cocoa beans grow in similar terrain and climate. Most cocoa beans are produced in West Africa, as much as 70 per cent comes from Nigeria, Ghana, and the Ivory Coast. Cocoa bean produces cocoa powder and cocoa solids, the latter is used to make chocolates and flavoured products for the food industry; by-products, such as cocoa butter, are used in skin care and cosmetics.

These markets are lucrative, the global market for chocolate is estimated at US$139 billion and expected to reach US$200 billion in five years. In Europe, especially, there is a niche luxury market for premium quality chocolates. Jamaica produces approximately 500 metric tonnes of cocoa beans annually, our neighbour Haiti produces more than 10 times as much, and along with the Dominican Republic, both are among the top 20 producers in the world. It is not far-fetched for Jamaica to double or tripple its output in the short term.

There is no doubt that the Jamaican brand has a global impact which is linked to our unique culture and vibe, cuisine, music, and lifestyle. We must take advantage of this. Jamaica does have “a unique taste profile”, as Hanna pointed out in a previous column. A simple staple like the Jamaican patty is now easily available in many cosmopolitan cities in North America, from corner shops to major supermarkets.

If we adapt our mindset to globalisation, we can capitalise on opportunities; however, this requires strategic analysis and planning to maximise earnings with greater benefit to the country and people of Jamaica. The problem is leadership and lack of vision. Too many cling to the old ways of doing things and are not getting the desired results. They reject criticism and only see things in terms of political mileage.

Jamaicans need greater access to resources, our beaches, talent, and what makes us uniquely Jamaican. The recent success of the Lost in Time music festival is a prime example of production excellence and talent. Protoje collaborated with several friends to bring a unique experience with spectacular performances, food, apparel, and merchandise. Everyone benefits. Chronixx should also be commended for partnering with The University of the West Indies for the JamCoders summer youth camp. These things inspire Jamaicans to recognise excellence among us.

Years ago there was a national public relations campaign called ‘Jamaica First’, with ads, decals, and bumper stickers everywhere. We need to revisit these concepts, which should be ongoing. We need to push Jamaican ownership to benefit Jamaica. We need to support local industries, especially farming. And a change in tourism strategy could bring more revenue and profits to Jamaica.

Foreign investment is great and a necessity for the development of any country, but we don’t have to sell our souls in the process to foreigners.

P Chin

chin_p@yahoo.com