VETERAN export executive Stephen Dawkins has launched a consultancy to tackle Jamaica’s stagnant trade performance, pivoting back to the international trade sector after a wave of demand for his expertise following his recent departure from Wisynco Group.

Dawkins, who had recently left his corporate role to focus on his expanding property services company, the Jaredan Group, said the new consultancy, Xecute, is a direct response to that demand.

“From the moment I announced my departure from Wisynco, where I was head of exports operations, I received a significant number of calls from people asking what I would be doing next, and if I could work for them,” Dawkins said. “After considerable thought I knew I needed to continue contributing to Jamaica’s export sector. That is why I decided to form Xecute — to provide direct export services for these companies.”

Drawing on experience from firms like Wisynco Group, J. Wray & Nephew, and Carreras Group, as well as his former role as a vice-president at the Jamaica Manufacturers and Exporters Association (JMEA), Dawkins said Xecute will primarily target micro, small and medium-size enterprises (MSMEs). His goal is to help them navigate international markets and push the country past its long-standing hurdle of US$2 billion in export earnings. Jamaica’s exports reached just under US$1.9 billion in 2024.

Achieving this, he stressed, requires a fundamental shift in strategy, being deliberate in pursuing exports, with his belief that “the only way we can truly grow as a nation is exports”.

“I don’t think, as a nation, we are really deliberate about exports,” Dawkins told Jamaica Observer.

“When I say we have to be deliberate about exports, I mean you have to make a deliberate decision to say that you’re going into a market to compete with other powerful brands all over the world,” he said.

Dawkins elaborated on this point by echoing a common refrain from Industry Minister Aubyn Hill — focusing solely on the domestic market means serving only three million people.

“Frankly, we sometimes struggle to adequately serve those three million,” Dawkins stated. “But to be a real exporter you must fundamentally shift your mindset. You have to build your business to serve a minimum of 40 million people.”

This scale, he argued, requires a complete operational overhaul. “If you are a manufacturer you must put systems in place to serve 40 million people. You can’t just decide to export without the capacity, investment, and strategic planning to support it.”

He cited companies such as GraceKennedy, Wisynco and Wray & Nephew, which have established dedicated export divisions, as examples to follow. He acknowledged that most MSMEs cannot set up large divisions, which is where Xecute’s flexible approach comes in.

“What I do is say, ‘Listen, I look at your product — can this meet the market standards?’ “ he explained. “Then I work on an entry strategy. That strategy could mean going with a distributor, an agent, or even a ‘hustler’.”

He clarified that by “hustler” he means a hands-on approach where someone might literally travel with a suitcase of samples to build a foothold in small establishments before scaling up.

Dawkins said the demand for his new venture has been immediate and significant. “Just yesterday I met with a major player seeking to hire my services, and I’ve already consulted with a number of others,” he revealed.

He attributes this early interest to his proven, hands-on approach. “The reason for the response is that I come from a different angle. I don’t like to pat myself on the back but I achieved significant results in driving the export operations and growing that business at Wisynco.”

His expertise, however, extends beyond his corporate role. Through his involvement with the Jamaica Manufacturers and Exporters Association (JMEA) and development programmes like those at the Development Bank of Jamaica (DBJ), Dawkins has mentored numerous companies pro bono.

“I’ve helped many other companies get their products into international markets — at no cost to them,” he stated, pointing to tangible successes. “For instance, I worked with brands like Scotch Boys to help them get their products onto shelves in major retailers like Target in the USA and in markets like The Bahamas.”

This drive, he explained, stems from a deep-seated belief in the country’s potential. “I have a very strong passion for exports because I believe that while we have a very strong tourism product, there’s a much larger ‘element of Jamaica’ that the world is ready for.”

Dawkins outlined a granular, multi-stage process for Xecute clients. It begins with a brutally honest product assessment. “What appeals to Jamaica may not necessarily appeal to be on a shelf in a country like the US, Canada or the UK,” he noted, pointing to the sauces and spices category where “all of the labels look the same” and nothing stands out.

His first question to potential clients is whether they are willing to invest in product development and packaging to meet the competitive standards of their target market. “If you’re not willing to do that it’s going to be very, very difficult,” he stated, emphasising that consumer trends, especially among those under 35, are changing rapidly.

For those ready to commit, the next step is navigating the daunting paperwork that stifles many small businesses. “Exporting is about 10 pieces of paper, depending on which market you go into,” he said, listing requirements like police reports, customs slips, and Caricom certificates. “Whereas when you manufacture a good locally… you get that invoice and a delivery slip to send it to the customer.”

Despite the challenges, Dawkins believes Jamaica’s greatest asset is its global brand. “Jamaica is one of the strongest brands in the world. The name alone gets you that look-in, and it’s now the work that you have to now do,” he said.

He plans to initially focus on the “ABC markets” — America, Britain, Canada, and Caricom — where Diaspora demand provides a natural entry point. “Our products sell abroad not because they’re cheap, but because they represent Jamaica. That’s our competitive advantage.”

The Foundation: A Thriving Property Empire

Dawkins’ foray into exports is backed by the remarkable success of his other venture, the Jaredan Group of Companies. Founded in 2016 while he was still at Wisynco, the group has experienced “massive” growth, now employing 36 people and expanding at a rate of 100 per cent year on year.

The group comprises three divisions: Jaredan Services, a property maintenance division handling janitorial and landscape services; Outdoor Projects, which specialises in landscaping and designing water features; and Home Up, a retail operation for indoor and outdoor décor.

Dawkins has strategically capitalised on Jamaica’s construction boom, which he attributes to changes in the stamp duty and transfer tax regime around a few years ago, and low interest rates. “Every single building that you see go up will need cleaning, will need maintenance in various forms,” he said, noting that his company currently services over 30 properties, including major developments like the Morant Bay Urban Centre in St Thomas, Sol Harbour in St Ann, and the Trafalgar One development in St Andrew.

His growth has been so aggressive that he is now actively looking to acquire other property service companies. “Yesterday, again, I met with somebody that I’m going to look at buying out their business,” he revealed, underscoring the scale of his ambition. He has even innovated within the industry, partnering with a firm to use drones for washing high-rise windows and buildings.

He said this successful base of operations provides the financial stability that allows him to pursue his passion for exports with Xecute. It is the practical foundation from which he now seeks to help other Jamaican businesses build their own empires, not just at home, but on the global stage.

A woman at work at one of Dawkins’ property companies operated under the Jaredan Group.

The Jaredan Group, a property services firm, hires 36 people to maintain properties across the island.

Dawkins at work in his export consultancy, Xecute.