RADLEIN
NEARLY FIVE decades ago Jamaica Broilers entered the local agriculture sector and created a niche that could only be described as a revolutionary undertaking for a business operating in a developing country such as Jamaica.
The company began in 1957 as Jamaica's pioneer producer of broiler meat on a commercial basis. Best Dressed Fish and Chicken along with Content Beef are only a few of the products that quickly became the main course at dining tables in every nook and cranny of Jamaica. The items can also be found in various types of food establishments, be it the jerk man on the corner or a gourmet restaurant in the hills or in a leading local hotel.
Jamaica Broilers had established a favourable niche and had firmly positioned itself in the local agriculture market. The opportunities for expansion of the business were visible, and the management responded to the call of consumers for efficient service, product diversity and quality. Today, it has a fully integrated poultry operation and has diversified into feed milling, cattle rearing, beef production and fish farming, along with the development and marketing of other value-added products for both local consumption and export.
ENTITIES
The entities which today make up the Jamaica Broilers Group of Companies include The Best Dressed Foods Division, The Hi-Pro Division, Jamaica Poultry Breeders Limited, West Indies Nutritional Corp. Ltd, Wincorp International Inc, International Poultry Breeders Ltd, Jamaica Egg Services, Content Agricultural Products Limited, Aquaculture Jamaica Ltd, The Feed Mill and The Best Dressed Chicken Hatchery. Among its early achievements was its move to share its success with the public and its staff. Jamaica Broilers has been a publicly-listed entity since 1977 and, in that same year, became one of the first companies in the world to offer an Employee Share Ownership plan.
It is the Group's export division, however, that has become a central feature of the Jamaica Broilers Group of Companies. Appropriately named JABEXCO, Jamaica Broilers Export Company, the entity began operations in 1987 and has been extending the JBG's motto of efficiency and quality in its production and packaging of a range of products for the export market. The very pride of place that surrounds the delivery of products locally, forms an essential part of its marketing in the international market, which proudly demonstrates the products as distinctly Jamaican.
The Red Tilapia offers a perfect example of one of those products that has become a must have dietary meat for consumers worldwide. The Jamaica Broilers Group (JBG), though its subsidiary company Aquaculture Ltd., has increased by some 700 per cent the amount of fresh Tilapia fillet the company produces for the United States market. This has helped it to take advantage of what Aquaculture vice-president Ian Parsard describes as "a very lucrative and growing market" in the U.S and Europe for fresh Tilapia fillets.
The Aquaculture division of the JBG has reported that they have moved production levels to approximately 35,000 pounds per week for the U.S. market up from the previous production levels of less than 5,000 pounds per week. "Because of the rapid expansion in the U.S. market with our fish products the company is now focusing its attention in this area," says marketing manager of Best Dressed Foods David Radlein. The entity will also ensure the Group's ability to continue servicing its 'steady market' in the European Union, for which Aquaculture currently produces approximately 6,000 pounds of fillet per week primarily for a Belgium-based distributor.
GROWTH BASED ON HIGH QUALITY
Growth lies in the freshness and taste of the Red Tilapia. According to Mr. Radlein, "All our fish are chilled and fresh when they leave our facilities. Because of our location, if we harvest today, our produce are on a plane tomorrow and the following day the produce would have got to their respective markets."
The company also manages to achieve successful placement in the export market as a result of its extensive quality control system. The Red Tilapia is nurtured in pure water supplied from tropical limestone aquifers. This specially controlled environment is ideal for the management of a wholesome grain diet for rapid growth, while being able to closely monitor and ensure quality. The facilities at the JBG Aquaculture Limited achieved ISO 9002 certification in 1998, establishing the highest level of quality certification.
Additionally, Hazard Analysis Critical Control Point (HACCP) systems are central to the operations at the JBG production facilities. These procedures and checkpoints ensure that any hazards to food safety are prevented long before they can happen.
The Best Dressed Fish is packaged as boneless whole, and is ideal for stuffing with a range of fillings. It is also packaged as uniformly sized fillets of tender, firm white meat.
JABEXCO has also been efficiently packaging its chicken, fish and beef, marketed as Reggae Jammin' Jamaican Gourmet Foods, which are pre-seasoned for the busy consumer. Natural herbs and spices are blended with poultry, beef and fish to produce winning flavours.
The range of pre-seasoned meats will continue to grow, but for now consumers are enjoying Jerked Chicken, Jerked Chicken Halves, Jerked Chicken Breasts, Jerked Red Tilapia, Jerked Leg Quarters and Jerked Wings. The JBG, through its export division, has also embarked on the production of burger patties utilising its beef, fish and chicken. Beef patties, which may be seasoned or jerked, are available in a range of sizes and specifications, as too the Chicken and Fish burger patties, guaranteed to add a lasting difference to any menu.
One the key successes of the export business is the presence of its poultry, beef and tilapia in international restaurant and hotel chains.
The company attributes its success to God's guidance with effective management, an attitude of service, and a firm commitment to goodwill of all our stakeholders. Using state-of-the-art technologies throughout the production and processes, each of JBG's divisions constantly strives to achieve - and surpass - international standards of efficiency and quality.
The Jamaica Broilers Group presently has a workforce of over 1,500 workers and operates from seven locations islandwide, with two divisions located in the U.S.A. Its Export Division has established markets in Belgium, Netherlands, the United States and the United Kingdom. The company is eyeing an expansion of the European market and is poised to take advantage of that segment of the market whenever it opens up.
When asked about the emphasis placed on fish production as opposed to its beef and poultry exports, David Radlein pointed out that there is an easy to access to overseas markets for fish as opposed to beef and poultry because fish exports are not as highly regulated. JBG recently disclosed that the Group is in negotiations with the Tilapia contract farming community in Jamaica to expand its growing programme and there is a 'good indication' that an additional 50 acres of production will come on stream soon to help to meet the increased demand of the tilapia.
