When a Kingston resident walked into her neighbourhood shop, a day after the hurricane’s passage, to buy a tin of sardines, she was told the price had climbed to $350. But just a few doors down, another shop was selling the same item for $250.

It’s a small difference with a big message, and it’s exactly the kind of price disparity the Government is warning against during the period of disaster declared for Hurricane Melissa.

Under new orders issued by Prime Minister Andrew Holness on October 24, 2025, retailers are prohibited from increasing prices on essential goods for the duration of the national disaster period. The directive, made under section 26(2) of the Disaster Risk Management Act (DRMA), and supported by the Trade (Sale of Goods During Period of Declaration of Threatened Area) (Tropical Storm Melissa) Order, 2025, bars price increases on food, water, medical supplies, building materials, and other key items.

Violators face penalties of up to $1 million upon conviction before a parish court.

Prime Minister Holness said the measure was necessary to protect Jamaicans from price gouging and ensure stability during the storm recovery.

“There will be zero tolerance for price gouging. The Trade Order sends a clear message that no one should profit from a potential disaster. We are taking every precaution to ensure that citizens are not subject to exploitation during this time,” Holness said in a press statement last week.

Large supermarket chains say they fully support the order and have not implemented any price increases, even as they juggle higher logistics and restocking costs.

Hi-Lo Supermarket, operated by GraceKennedy, said its prices remain unchanged and it has no intention of adjusting them during the declared period.

“GraceKennedy fully supports this mandate — we do not, and will never, engage in price gouging,” the company said. “While we continue to manage increased logistics and restocking demands, we have not implemented any price increases. Our priority remains ensuring product availability and supporting Jamaican families during this critical time.”

The company added that strong pre-storm sales had forced some stores to draw on Christmas stock, but deliveries have since resumed and inventories are recovering.

Manufacturers and distributors such as Seprod Group say they are operating normally and see no reason for retail prices to rise.

“We are in good shape overall. I do not see any major supply risk nor will there be any price change. Jamaicans can rest assured about their food supply chain resilience,” Seprod CEO Richard Pandohie told the Jamaica Observer.

The Consumer Affairs Commission (CAC) and the Ministry of Industry, Investment and Commerce have begun monitoring outlets to ensure compliance with the Trade Order. Consumers are being urged to retain receipts and report any cases of suspected price gouging via the CAC’s hotline or website.

Under the DRMA, enforcement teams are empowered to investigate complaints and prosecute violators under both the Trade Act and disaster regulations.