Milton Samuda (centre), president of Jamaica Chamber of Commerce, in discussion with Ambassador of Belgium, Fredric Meurice (left) in a meeting between the Wallonia Region of Belgium Trade Mission to Jamaica, Jamaica's business associations and Jamaica Trade and Invest, at the Courtleigh Hotel, New Kingston on Monday, November 30. At right is Phillippe Suinen, CEO of the Wallonia Export and investment Agency. - Rudolph Brown/Photographer

Jamaican companies are planning a reciprocal trade visit to Belgium and other parts of Europe having this week laid out eight sectors, from coffee to mining, that are open to new investment and joint-venture partnerships with investors looking to expand their footprint in the Caribbean region.

"The Private Sector Organisation of Jamaica (PSOJ) is actively considering a trade mission to the EU in early 2010," PSOJ trade liaison Omar Chedda said Wednesday.

"Belgium would be a significant part of this mission in terms of the opportunities it offers in its own local market, in addition to access to other EU markets. The mission would seek a Belgian-Jamaican private sector accord which would address current constraints and open up opportunities for partnerships and joint ventures."

PSOJ's Trade Policy Committee met with a visiting Belgian trade delegation in Kingston on Monday, November 30, to discuss trade and investment cooperation between the private sectors in the two countries. The Belgians also met with the Jamaica Chamber of Commerce (JCC).

"Belgium is located in the heart of Europe, with connections to most of the important European markets. Consequently, Belgium should be viewed as a point of entry for European markets," said Chedda.

"This is especially relevant in the context of implementation of the Economic Partnership Agreement with the European Union."

Optimistic about deals

Belgian Ambassador Frederic Meurice was optimistic that real business deals would result from the November 30-December 2 visit by his countrymen and women, a mission that included three companies in search of custom for information technology (IT) solutions, food and silverware targeted at the hotel and restaurant sector.

"The general impression was one of interest. Jamaicans were impressed with the high-end quality of products from Belgium," said Meurice.

"We can reasonably expect that trade flows will follow."

Other companies he said were interested in large projects including investment in transport, energy sector and dredging works. They met with government representatives including the ministers of industry and commerce, transport, and foreign affairs.

The Belgian trade mission comprised eight firms, spanning IT, transport, dredging services, food processing, manufacture and banking, and was led by Philippe Suinen, chief executive officer of the Wallonia Export and Investment Agency (AWEX), the Belgian government agency in charge of foreign trade promotion and foreign investment attraction.

There were company representatives from IT providers Brain Network, Dredging International, stainless steel producer Eternum, transport and energy group EXMAR, chocolate products firm Queens Chocolate, coachwork builders Jonckheere Bus and Coach NV, Commerzbank, and Transhurb Technirail, which provides solutions for railway and urban transport.

At Monday's meeting with the JCC, local firms were clearly interested in doing business but also wanted information on how to conduct accurate due diligence on partnering Belgian firms.

In 2008, Belgium sold US$45 million worth of products to Jamaica.

Suninen said in the same way Jamaica is seen as the hub of the Caribbean for trade, Belgium could become the hub for trade in Europe as a gateway for Jamaica.

Jamaica sold only US$2 million of mostly processed foods to Belgium last year.

Marjorie Kennedy, a past president of the Jamaica Exporters' Association, who presented on the country's new export strategy, listed agro-processing, aquaculture, coffee, fashion, jewellery and accessories, mining and minerals with special reference of limestone, education services, entertainment, information and communication technology as areas open to investment.

"In the area of coffee, what we are exporting primarily are green beans. We want o see how we can go up the value chain," Kennedy said.

Several of the Belgian companies already have projects in Jamaica.

Since 1995, when the first batch of 15 buses arrived, nearly 300 buses and coaches built by the Belgian company VDL Jonckheere have been delivered to Jamaica. The latest arrivals - in early 2009 - bear the Jamaican colours and flag.

The Kingston-based Caribbean Maritime Institute and its Belgian counterpart, the Antwerp Maritime Academy, have developed, with assistance from Belgian major marine transporter EXMAR, a training partnership. Under the programme, instructors come to Jamaica each year to provide Caribbean and South American cadets with courses in the latest seafaring techniques. The two institutes have also established an exchange programme between their respective teaching forces.

EXMAR, described as a diversified and independent shipping group serving the international oil and gas industry, is keen on landing the job of building for Jamaica its liquefied natural gas infrastructure.

Queens Chocolate, a family-owned business in operation since 1904, expressed interest in quality cocoa grown in Jamaica. Queens produces a wide range of Belgian chocolate products using traditional recipes and natural ingredients. It also specialises in seasonal products such as Easter eggs.

"We have decided with all our Jamaican partners that the time has come to enlarge the confidence perimeter and to see jointly what can be done; for instance, to be each other's supporter in the penetration of big markets where we can be the 'hub' for the partner - the Caribbean region from Jamaica and the European Union from Wallonia-Belgium," said team leader Suinen.

"Everybody understands that it is necessary to reach a certain level of exports before launching a joint venture. Our region needs to export and it is ready to foster and sustain joint-venture deals."

avia.collinder@gleanerjm.com