Lola Sanchez (right), buyer assistant with United States-based food distributor Jetro Cash and Carry, describes the ingredients that are included in a container of sauce to members of Club Ambience in Ocho Rios, St. Ann, at the Directfresh Food Show. - Photo by Noel Thompson

Noel Thompson, Freelance Writer

WESTERN BUREAU:

The ballroom at the Holiday Inn Sunspree Resort in Montego Bay was transformed into a food boutique and people travelled from as far as Kingston to participate and to sample the variety.

The occasion was the staging of the Directfresh Food Show, which was hosted in conjunction with Jetro Cash and Carry, one of the largest food distribution companies based in the United States.

Relatively new enterprise

Directfresh, on the other hand, is a relatively new enterprise, based in Kingston, with its core business being importing and distributing foods across the island.

Among its line of products are canned foods, frozen meats and vegetables, toiletries, baking products, cleaning agents and a vast inventory of other goods.

Managing director of the company, Clifton Campbell, said the food fair was an attempt to explore the food service tourism market, citing that the expansion in that area was an indication that opportunities still exist for new business, as it was poised for growth.

"That is why we are targeting this particular area," said Campbell. "Many of our customers are supplying the hospitality sector in the fresh produce area. The service area, which includes equipment and the line of food is a new introduction, so we have partnered with some overseas companies to try and achieve this goal," he said.

For the past three years of its existence, Directfresh has been importing produce and wholesaling it to the Jamaican population. Directfresh's biggest sellers to date include onions, tomatoes, garlic, fresh fruits and cereals.

"Because we import directly from different overseas suppliers, depending on the season, sales may shift. Qualifying the company's heavy concentration on importing goods, Campbell said: "It gives the hoteliers and some local customers the opportunity to access the products at short request, especially when the need drives the demands. Whenever produce are available locally, we reduce importation significantly."