Jamaica is one of the more popular countries in the world, which is quite impressive relative to its size. However, foreign companies benefit more from “Brand Jamaica” than the people of Jamaica.
According to Carol Simpson, head of the Jamaica Intellectual Property Office (JIPO): “Jamaica continues to receive some good coverage internationally, which many shout proudly from rooftops. Still fresh in our minds is Tessanne Chin’s performance on ‘The Voice,’ which propelled Jamaica to the top of trending lists last week. Who can forget our athletes’ performance in the 2012 Olympics and 2013 IAAF World Championships; our entertainers at BET Awards; the infamous XLVII SuperBowl commercials, and even the massive 2013 Jamaica Diaspora Conference which were extraordinary free promotions for Brand Jamaica. But how much was converted into dollars, jobs?
“While brand popularity and recognition are good, it is not the symbols which make a brand great, but the quality, reliability, promise and goodwill it represents. And right now, Brand Jamaica needs backative. Like the person with the big mouth, but no substance or strength for the battle, our cool brand image belies a nation in need of substantive change if we are to convert the brand’s goodwill into cash.”
Below are six brands that are profiting from “Brand Jamaica” with little to no financial benefits to the average Jamaican.
Reed’s Inc. Jamaican Style Ginger Ale
Reed’s was formed in 1987 and was listed on the over-the-counter market in 2006 and the Nasdaq a year later. Several attempts to source Jamaican ginger failed due to inconsistent suppliers, Reed said.
Instead, his ginger line of products, which gross between US $10 million and US $15 million a year, are sourced in South America and naturally mixed in the United States. Supplying Reed’s would increase the island’s export market for ginger by a factor of four from 170 tons to 820 tons and translate to some $6 million a year, based on estimates from Reed and the Ministry of Agriculture.
“By calling it Jamaica-style ginger beer, produced in the USA, they are taking advantage of the name, reputation and exploiting Jamaica,” said Simpson.
