THE EDITOR, Sir:
READING THE commentary on ackee in the Friday Gleaner, I was struck by the thought that Jamaica must also safeguard its trade names or brands abroad. The name 'Jamaican Ackee' must be registered in the US and elsewhere or these other countries that were mentioned by Mr. Martin will reap the profits which Jamaica has fought for so long, by marketing under the name that Americans know. Trust me, if Americans know anything at all about ackee, they know it from visiting Jamaica, or knowing Jamaicans.
Another instance of this is a Costa Rican company that has a brand of hot sauce and curry powder for sale in the US that it calls 'Jamaican'. You must read the fine print on the label to realise that it is in fact, a product of Costa Rica. There is also a company in the US that calls itself 'The Blue Mountain Coffee' company and they sell various types of coffee from all over the world (some of it mixed with Jamaican-grown coffee) under this misleading brand name.
I have long believed that Jamaica has missed out on substantial export earnings by not investing enough in promoting abroad the things in which they excel. Jamaican coffee has already got the reputation for excellence abroad but word is out that the quality has suffered in recent years and there is no shortage of competition from other areas. This perception needs to be addressed and the product marketed worldwide as the gourmet beverage it is. Starbucks and other coffee chains do not carry Jamaican coffee of any grade. Why is that? Also, develop less high-dollar brands to reach other markets with the coffee that is not up to Blue Mountain standards.
Similarly, Jamaican rum is some of the finest produced anywhere, but yet, few bars in the US stock anything other than Bacardi from Puerto Rico. Why is that? Appleton is a superior rum to the Bacardi sold here in the US. Furthermore, the premium brands-- the 'VX', the '8 Tropical Years', the '12 Year Old', and '21 Year Old', Appleton rums, are not only excellent rums, but can stand shoulder-to-shoulder with the best whiskeys, and brandies.
These are premium products that should be marketed, packaged and advertised as such and aimed at the segment of people who are quality conscious in everything they purchase be it cars, clothes, food, wine, travel, whatever.
Thirdly, Jamaican cigars after 40 years of Cuban embargo, leaving the US market wide open to competition, it is the Dominican Republic that has capitalised on the absence of Cuba, not Jamaica. Jamaica produces fine tobaccos, but most of its cigars are made elsewhere. Royal Jamaica are excellent cigars, as are Macanudos.
The fact is, that all three of the products I mention have a direct tie-in with each other. People who smoke good cigars generally like a similarly good drink with their smoke and probably a good cup of coffee too! The Government, the Tourist Board and the producers of what is genuinely the finest of Jamaica, need to combine to promote these products in order to maximise the export earnings possible. These are non-polluting, renewable, and distinctly Jamaican products.
I am etc.,
DONALD CALLUM
dcallum@billcom.com
New York
Via Go-Jamaica
