Dr Grace Silvera: In preservation of a Red Stripe legacy

WHEN Red Stripe decided to reopen its $250-million newly renovated corporate offices — ‘Red Stripe House’ — last month, it could not have invited a better guest speaker than their legendary Communications Director Grace Silvera, who, 22 years ago, named that and other buildings to preserve aspects of the company’s rich history.

Speaking at the reopening ceremony, the Florida-based former Red Stripe executive who was on one of her visits to the island, congratulated the company on the ultra-modern state-of-the-art office and facilities, noting that the open plan design will further enhance collaboration while designated areas for brainstorm sessions will facilitate the seemingly endless stream of winning ideas flowing from the current dynamic team.

In paying tribute to Silvera who now holds a Doctorate in Transformational Leadership, Dianne Ashton-Smith, Red Stripe’s current head of corporate affairs, said: “Grace’s contributions to Red Stripe’s success and growth are evident in every aspect of our operations. Her outstanding track record, vision, creativity and brand passion are inspirational today as they were then, and we are proud to honour her legacy today.”

The acknowledgement of Silvera’s contributions to Red Stripe’s success are a fitting tribute to a remarkable leader who has left an indelible mark on the company.

Dr Silvera, who first gained her reputation as a transformational leader after a string of big successes at the former Diageo-owned Red Stripe where she became the first woman director after their takeover, coined a few famous quotes that still live on in the company today — “Jamaica’s date of Independence should not be 1962 but 1928 when mere colonial subjects brewed a beer of international standard far superior to their colonisers”. This is one of Ashton-Smith’s favourite quotes by Silvera as it demonstrates her abiding belief in the innate ingenuity of the Jamaican people.

She began her career with the company at the Montego Bay plant as administrator for western Jamaica. Impressed by her performance and professionalism, former President Terry Challenor requested her transfer to Kingston to address some long-standing challenges there. She quickly rose through the ranks holding various positions within the company.

Dubbed a “unique contributor” by Diageo for her outstanding writing and speaking abilities, use of impactful communication that mobilised employees around organisational goals, ability to demystify strategies so that employees understood their roles, and infectious passion for excellence, she significantly contributed to the company’s economic growth. She was quick to ascribe credit to her small yet dynamic team which included Maxine Whittingham Osborne, Sophia Campbell and Charlene Walker, with sterling support from Dianne Willis-Reid.

Her love and respect for colleagues from the brewhouse, production, maintenance, and the hard-working unsung heroes in the plant was infectious. “I had to do a good job because they expected me to. They cheered me on and told me what was and wasn’t a good idea. Individuals like Michael Wray, a key spokesperson from production, was one of my barometers. He helped me to be fully attuned to the pulse of the people so I could help the company to better balance profits and people. I loved the guys in the plant, and they loved me right back,” she reminisced.

In 2005, under her leadership as international marketing director responsible for exports, Red Stripe volume soared in Europe, USA, and the Caribbean to surpass domestic sales, a first for the company.

While Silvera has left an indelible mark on the company in the various roles held during her 16-trailblazing years, it was that of her seminal position as communications director, when she was one of the chief architects of the company’s name and culture change, for which she was invited to give relevance to the cultural symbols she created years ago.

To preserve the pioneering legacies of the company’s founding fathers, Thomas Hargreaves Geddes and Eugene Peter Desnoes, Silvera named the buildings in which they worked ‘Geddes House’ and ‘Desnoes House’, respectively. Fittingly, the iconic beer needed a home so the executive offices that also housed sales, marketing, human resources, and other support functions was named ‘Red Stripe House’.

It was with great fanfare that the name of the company was changed from Desnoes and Geddes (D&G) to Red Stripe using her award-winning PR strategy. None other than former Prime Minister PJ Patterson unveiled Red Stripe House while members of the Desnoes and Geddes families unveiled the buildings dedicated in their patriarch’s honour.

But Silvera didn’t stop there. With technical backing and financial support of Cedric Blair, who was then in a key operational role, she was able to name the major roadway leading into the brewery ‘Red Stripe Boulevard’. Other roadways were ascribed names from various brands as well as the many parking lots were better identified, all designed to make navigating the sprawling 90-acre property easier for employees and the many visitors who toured the plant. Today, “The Great Wall of Red Stripe”, the side of a building used to artistically capture collective and individual achievements of employees, still boasts current accomplishments. With a knack for creating headline news her historic and much-talked-about “Pepsi Time Capsule” unveiled by then Governor General Sir Howard Cooke remains a proud reminder of a legacy to which only Jamaica can boast— the first Pepsi franchise outside of north America.

Now affectionately referred to as “Dr Grace”, her legacy at Red Stripe continues to inspire and influence the company’s operations. Her dedication, creativity, and commitment to excellence will be remembered for years to come. In her closing remarks to the appreciative, warm, and jovial Red Stripe team members at the ceremony she challenged: “Messrs Desnoes and Geddes have left their legacies, others have, you invited me back because of mine, what will be your legacy?