CPJ considers selling rabbit meat

Tameka Gordon, Staff Reporter

Caribbean Producers Jamaica Limited (CPJ) says it is assessing the viability of rabbit meat as an addition to its portfolio amid the emerging local acceptance of the product as a protein source.

The improving local appetite for rabbit meat has also seen some local restaurants toying with the idea of adding the protein to their menus, albeit voicing fears of inconsistent supply and an undeveloped industry.

But for the Montego Bay, St James-based distributor, while it does not currently carry the product, "We are engaged in internal assessment looking at whether it is a viable commercial product to have in our portfolio compared to pork, beef or chicken," CPJ's chief revenue officer, Dr David Lowe, told the Financial Gleaner in a telephone interview.

"We have not actually established a presence or a market for it as yet, but it is something the market is now adjusting its taste profile and its willingness to explore as another type of protein. So, we are monitoring whether or not it will be viable over time, and whether there is any scope for innovative ways to prepare it and therefore make it even more attractive than just being rabbit meat," Lowe said.

Though the company has not mapped out the quantities it would initially process, Lowe said the CPJ has long since been aware of the niche, but is conducting its due diligence to ensure it is an area of sustainable growth, instead of "taking on a fad".

4-H Club push

The commercial push for rabbit meat has also been high on the agenda of the Jamaica 4-H Club, which has showcased the meat at its booths during events to get consumers accustomed to the taste.

For 4-H Club Executive Director Ronald Blake, "We are not able to supply the demand for the meat at our events." He further pointed to an increased acceptance of the product by older and more mature individuals, noting the low cholesterol levels of rabbit meat, similar to that of fish, among other nutritional benefits.

However, storeroom supervisor at grocers Loshusan Supermarket, James Stephenson, said demand for the product has decreased in recent years, partly due to the cost as well as a lack of promotion as an acceptable meat source.

The company retails the product for J$2,319 per kilogram and traditionally stocks the meat during the Christmas period, but has pulled back on the quantities it orders in recent years, Stephenson said.

He said that although the store promotes the product in house, a wider commercial push would improve the acceptance and boost the industry.

Orlease King, director of operations at the newly opened Greek restaurant Opa!, said the eatery is considering adding a menu item using rabbit meat but is sceptical of the availability of the produce locally.

Eva Myers of Evita's Italian Restaurant is, however, sceptical of the reception of locals though she has considered offering rabbit meat to her European clientele.

"One thing is sure, in my kitchen the rabbit would not be disappearing as quickly as the chicken does. The only reason I am considering it is that it is a noted European meat," Myers said.

For Lowe, CPJ is committed to working with any certified supply chain that has all the food quality and safety issues in check.

tameka.gordon@gleanerjm.com