The Benjamins brand

Deika Morrison, Business Writer

Established in 1879 as Benjamin's Jamaica Healing Oil Factory, P.A. Benjamin is one of the oldest manufacturing companies in Jamaica.

Always located in downtown Kingston, Benjamins had its beginnings at 68 King Street which was destroyed in the earthquake and fire of 1907. Undeterred, Benjamin's moved to 151 Harbour Street, and thereafter to Heywood Place.

In 1951, Benjamins settled into its current location on East Street where there is a close-knit working atmosphere for some 50 employees who create an extensive range of products in seven categories: personal care, infant care, pharmaceuticals, home remedies, savouries, flavourings, and bath and body.

From as early as the 1930s, Benjamins - one of Jamaica's first exporters - traded its products from downtown Kingston to markets all over the world. Today, some 35 per cent of Benjamin's products are exported to CARICOM, Canada, the United States and the United Kingdom.

To survive and thrive for 130 years is a significant accom-plishment for any company. To do so as a manufacturing company in Jamaica, in a downtown Kingston locale, is remarkable.

To be the creator of the first Jamaican product to receive a US patent is commendable. That date was April 24, 1926 and the product was healing oil.

Also, to have created a product of status and quality a century ago - as commended by the Duchess of York - that is still available today is impressive. That product is Khus Khus and the commendation came by way of written letter dated December 22, 1927. Benjamins is truly a success story.

But to what can this success be attributed?

According to the P.A. Benjamin Centenary Book: "In the 1870s, a young man from St Mary, who was keenly observant of the habits of his fellow Jamaicans, had an idea. Since the majority of his countrymen seemed so fond of bush teas, herbal medicine and self-medication, generally, why not put some of the material they used into pills and bottles and market them?"

That young man was Percival Austin Benjamin and he started his business by observing consumer trends and catering to the needs of the consumer.

Over time, it is this operating principle - observing consumer trends, and catering to the needs of the consumer - that has led to the extensive product line Benjamins has today. Benjamins started in health products and over-the-counter pharmaceuticals, expanded into food flavouring, then cosmetics, baby products and savouries.

Not surprisingly, according to CEO Errol Powell, new product development is the main focus for the company. A team with representatives from various departments such as marketing, production, the laboratory, meets once each month under the chairmanship of Powell to discuss consumer trends and market opportunities.

At any time, there are 15-20 ideas in the pipeline. To support these activities, and in demonstration of its commitment to growth, Benjamin's backward integrated into packaging and bottles three years ago.

Outsourcing has also been employed to assist in the growth imperative. In fact, in order to fully focus on new product development, Powell outsources distribution completely to Facey Commodity, which eliminates the need for Benjamins to allocate resources to develop capability in that critical aspect of the business.

So positive has been this experience that Benjamins began outsourcing new product development three years ago to augment in-house activities in a cost-effective manner.

Cognizant that Benjamins' primary asset is its brand equity, Powell has the highest standards for these outsourced products. In fact, Benjamins reserves the right to go into the contracted factories to inspect every batch, employing rigorous quality-control techniques.

After 130 years, brand Benjamins is still a household name here and in select markets abroad. This did not happen overnight.

Over time, Benjamins focused on quality, first and foremost. Even as the product range expanded, it was done with quality as the priority. Benjamins has remained relevant because it is driven by market trends to meet consumer needs in the most cost-effective manner without compromising on quality.

No matter what generational shifts may come, the company is wired to meet the challenges.

Deika Morrison is managing director of Mdk Advisory & Consulting Limited, and creator of the newly launched 'Made in Jamaica Catalogue'. deika@jamaicacatalogue.com