THE Jamaica Manufacturers and Exporters Association (JMEA) has relaunched its Buy Jamaican, Build Jamaica campaign, aiming to strengthen local industries and support economic recovery in the aftermath of Hurricane Melissa.

The latest iteration of the initiative was officially rolled out during an event held at the Half Way Tree Transport Centre late last week.

JMEA President Kathryn Silvera said the initiative, which forms a central pillar of her leadership agenda since assuming office last July, has taken on added urgency in light of the devastation caused by the October hurricane.

In an interview with the Jamaica Observer Silvera said the campaign is intended to encourage a shift in consumer behaviour, with greater emphasis on supporting Jamaican-made products as a means of rebuilding the economy.

“The message is simple: When you buy Jamaican the benefits remain in Jamaica. It supports jobs, drives investment, and strengthens the entire value chain — from farmers right through to retailers,” she told Sunday Finance ahead of the launch on Friday last.

A major focus of the campaign is educating consumers on the importance of checking product labels and consciously choosing items marked “Made in Jamaica” or “Product of Jamaica”.

According to Silvera, this small but deliberate action can significantly influence purchasing patterns, increase demand for local goods, and give manufacturers the confidence to expand and reinvest.

She added that the campaign will also work to reinforce public confidence in Jamaican products by highlighting their quality, innovation, and competitiveness relative to imported alternatives.

While the immediate goal is to boost domestic consumption, the initiative is also expected to support export growth. By strengthening demand at home, manufacturers are better positioned to scale production and explore international markets.

“While the immediate touch points are going to be local, we are hoping that it is going to encourage exports,” Silvera stated.

The campaign will also target the Jamaican Diaspora and overseas consumers, encouraging them to verify product authenticity and support genuinely Jamaican brands.

The JMEA said the first phase of the campaign, planned as a one-year initiative with the possibility of extension based on its success, is to be executed on a national scale, spanning multiple industries and product categories.

While food and beverage remains a dominant segment, the JMEA intends to spotlight the full breadth of Jamaica’s manufacturing sector, including cosmetics, household goods and hardware supplies, among others.

“Consumers can expect to see campaign activations in a variety of spaces, from supermarkets and pharmacies to hardware stores, spas and cookshops,” Silvera noted.

Planned activities will include discounts on Jamaican-made products, in-store promotions, and consumer engagement events featuring giveaways — an approach the association views as critical to capturing public attention and driving participation.

A refreshed “Buy Jamaican” logo will also be reintroduced and prominently displayed on product packaging, making it easier for consumers to identify authentic local goods.

To maximise impact, Silvera said the JMEA will also be seeking to attract partnerships beyond its more-than-600-member manufacturers’ network as it looks to welcome collaborative support and participation from financial institutions, retailers, and distributors to create a more integrated campaign.

The campaign comes at a time when the local manufacturing sector continues to face significant uncertainties, including hurricane-related disruptions, supply chain challenges, fluctuating demand from the tourism industry, and rising costs linked to global geopolitical tensions.

Higher oil prices remain a major area of concern as they directly impact electricity, transportation, and overall production costs. But despite these challenges, Silvera said the sector remains resilient and optimistic.

“As manufacturers we are no strangers to challenges. Since COVID-19 in 2020 to Hurricanes Beryl in 2024 and Melissa in 2025, and more global conflicts in 2026, change has become a constant for us,” she said. “Our focus now is on resilience. Finding ways to innovate, control costs, and grow despite the environment — and the Buy Jamaica campaign forms a key part of that strategy.”

SILVERA…the message is simple: When you buy Jamaican the benefits remain in Jamaica