Growth & Jobs | JAMPRO urges innovation in Jamaica’s food and beverage sector

INNOVATION IS the driving force for sustainable growth for Jamaican businesses in the food and beverage manufacturing sector. From sustainable packaging solutions to unique food and drink pairings, innovation opens doors to new markets. As Brand Jamaica continues to expand globally, there is a rising demand for authentic and innovative variations of Jamaican-made food and beverage options among international consumers and Jamaicans in the diaspora.

The Jamaica Promotions Corporation (JAMPRO), through its export market penetration services, has gathered key market intelligence insights from the Chicago food & beverage industry in the United States of America. The insights indicate a strong need for local export companies to introduce innovative options to remain competitive against leading brands.

Shanique Edwards, acting manager for the Agribusiness Exports Department, emphaised, “Innovation does not have to be complex or elaborate, as opportunities exist for Jamaican food and beverage manufacturers to collaborate with iconic local or international brands to develop a limited edition of ‘mash up’ products.”

Specifically in Chicago, she noted that retail stores in southern Chicago cater primarily to Hispanic customer, while the northern regions are more ethnically diverse with a variety of Afrocentric citizens.

The JAMPRO market intelligence report states, “Jamaican products remain niche but show potential, particularly in northern Chicago, with peak interest in jerk and Jamaica Blue Mountain flavours integrated into product portfolios.”

Key market insights include:

· Local companies can tap into opportunities to capitalise on seasonal flavours and limited-edition products.

· Fusion cuisine continues to trend, blending textures and unconventional flavours in products.

· Functional foods are in high demand.

JAMPRO encourages companies to complement their innovation with strong and highly effective marketing messages tailored to their target audiences. The report states that brand messaging should be rooted in a problem, have a logical narrative flow, and include a call to action.

1. Rooted in a customer problem: Start with the problem, then highlight the value proposition, allowing engagement and the bolstering of credibility.

2. Logical narrative flow: Progressing from problem to solution is key to audience comprehension.

3. Call to action (CTA): Be specific and reasonable with your call to action. If your CTA is too ambitious or passive, then you lose traction with your audience.

Innovation and clear messaging are the benchmarks of sustainable breakthroughs in international food and beverage markets. Businesses are required more than ever to think outside the box and capitalise on unconventional opportunities to create new products that are appealing to their target audience.

For more information on JAMPRO’s export market penetration services, visit www.dobusinessjamaica.com or contact info@dobusinessjamaica.com.