At least nine Jamaican coffee outfits will head to Boston for the annual Speciality Coffee Association’s exhibition, where they will showcase their brands of Jamaica Blue Mountain, or JBM, coffee in a single booth.
It’s meant to be the start of a tour de force by Jamaican interests who are setting the stage to go after a bigger slice of the US market, where annual coffee consumption is valued at around US$45 billion, even as Jamaica’s coffee earnings head south.
The marketing push will see sector interests showing up at other trade events, all with the backing of the State, which is helping them to raise the profile of their brands. It follows the January 4 signing of a marketing pact by the Jamaica Coffee Exporters Association, JCEA, state marketing agency Jampro, and sector regulator, the Jamaica Agricultural Commodities Regulatory Authority, JACRA.
The agencies are also collaborating to develop a five-year marketing plan for JBM and other “high-quality” Jamaican coffee brands, said JCEA Chairman Norman Grant.
“Note that the JCEA agreed that the members would pay a cess on the importation of coffee into Jamaica on the condition that this cess is used for the development and the expansion of the Jamaica Coffee Industry, and this includes local and international marketing,” said Grant.
Under the reform of the commodities sector, which led to the creation and operationalisation of JACRA just over a year ago, the coffee interests are subject to a cess on different aspects of their operations, charges that vary across categories but range up to US$2.40 cents per kilogramme. Read more
Crowe Jamaica (www.crowe.com/jm) is one of the largest public accounting, consulting, and advisory firms in Jamaica. Crowe uses its deep industry expertise to provide audit services to public and private entities while also helping clients reach their goals with tax, advisory, risk and performance services. Crowe Jamaica serves clients worldwide as an independent member of Crowe Global, one of the largest global accounting networks in the world. The network consists of more than 200 independent accounting and advisory services firms in more than 130 countries around the world. Crowe Jamaica Corporate Office: Dawgen Tower 47-49 Trinidad Terrace Kingston 5 Tel: (876) 9292518 | (876) 9265210 info@crowehorwath.com.jm
No comments:
Post a Comment