The “Made in Jamaica Catalogue” was endorsed Wednesday (October 27) as part of efforts to further promote and advertise local sellers, suppliers and investors, particularly to overseas markets.
The product, which was conceptualised and created by entrepreneur, Deika Morrison, has been endorsed by several public and private sector agencies and corporations, including the Ministry of Industry, Investment and Commerce, Jamaica Promotions Corporation (JAMPRO) and the Jamaica Manufacturers Association (JMA).
The “Made in Jamaica Catalogue” is a first of its kind online and print catalogue of products made in Jamaica.
Speaking at the product launch at JAMPRO, New Kingston Miss Morrison said the idea for the product arose out of the need for a simple, convenient presentation showcasing the availability of quality Jamaican products and services.
“Up to now, there is no single publication that shows, in a world class format, what Jamaica produces. It is easier to buy Jamaican here and abroad, if there is an attractive reference guide of options. With the catalogue, suppliers and investors have one place to peruse, in print and online, Jamaican products and see what Jamaica can produce,” she remarked.
She noted that, especially for overseas buyers, suppliers and investors, the catalogue also features an “Eat, Play, Stay”, section, which highlights places to eat, be entertained and to stay in Jamaica.
“To illustrate the uniqueness, mystique, and allure of Jamaica, ‘Made in Jamaica Catalogue’ is infused with snippets of Jamaica’s rich culture, heritage, language and images of the breathtakingly beautiful and diverse country,” she noted.
The annual catalogue is already accessible online, and becomes available in print form in December, free of cost.
“Whatever you would have taken to buy the catalogue, please use it to buy a (product) or a service or eat, play, stay at one of the places in the catalogue – support what you see there,” she implored.
Minister of Industry, Investment and Commerce, Hon. Karl Samuda, said the product will go a far way in promoting Jamaica.
“It will help us immensely to project the real image of Jamaica, rather than to suffer some of the negatives that we have to experience from time to time,” he remarked.
He however cautioned that the product can also hurt Jamaica’s image, if the products and services advertised are not of a continuously high standard.
Mr. Samuda argued that if the suppliers are unable to provide the products that they advertise on a regular basis in the quantities that are ordered, and if they are not consistently delivered on time, it can do more harm for Brand Jamaica than good.
“There can be nothing worse than advertising a bad product. The catalogue can be a great success, but it depends on those who commit themselves to advertise their goods in that catalogue to be a genuine partner for success,” he said.
Mr. Samuda said that the catalogue will be available at all JAMPRO offices and Jamaican embassies overseas, as well as government Ministries.
President of JAMPRO, Sancia Bennett-Templer, said the catalogue had JAMPRO’s full endorsement. She noted that the product will be used at JAMPRO’s trade shows, and will become a part of its marketing efforts.
Mrs. Bennett-Templer suggested the catalogue’s use in promoting Jamaican products and services at the 2012 Olympics in London, England. She said plans are in place to incorporate the “Made in Jamaica Catalogue” with “Meet Jamaica” at the London 2012 initiative. She also noted that the catalogue’s webpage will be linked to JAMPRO’s website for easy access.