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Shullette Cox, President of the Jamaica Promotions Corporation (JAMPRO), emphasized the growing global demand for Jamaican goods and services during a recent panel discussion on Exports, held at the final phase of the Mico, Small and Medium Enterprises (MSMEs) Business Roadshow in Kingston. She urged budding exporters to expand their capacity and readiness to tap into these opportunities.

“People want Jamaican goods and services. Where we have a challenge is how we deliver those goods and services and finding the companies that have the capacity. So, investment becomes important to that discussion,” highlighted President Cox.

Becoming ‘export-ready’ requires a meticulous assessment of business capacity. Owners must analyze both human resources and operational capabilities to consistently meet timelines. Assessing operational costs and export expenses is vital.

Market research helps to support this assessment, not only in the form of promotional strategies but also in the profitability of a product or service.

President Cox, against this backdrop, advised aspiring exporters to understand their customers through research, emphasizing, “Understanding your customer and their preferences is pivotal. Without alignment, your product might not gain traction.”

Dr. (Maj. Ret’d) Hugh Blake, Chief Executive Officer of Jamaica Trade Board (JTB) Limited, who also participated in the panel discussion stated that aspiring exporters must clearly define how they will differentiate themselves within their target markets and be competitive.  

“It is important to do proper market research to determine whether your product stands a chance in those markets, develop a sense of how you’re going to enter those markets, what are your entry strategies and who are the possible partners that you want to engage. Otherwise, it is going to be extremely difficult and require a tremendous number of resources,” he said.

JAMPRO’s Export Max programme extends guidance to aspiring exporters, providing tailored capacity building, advocacy, and market penetration support. This aims to position companies advantageously in the market, bolstering not only their prospects but also enhancing the nation’s economic performance.

Exporters can also access JAMPRO’s export advisory services and be engaged in various information sessions and workshops focused on several subject areas that will help to improve their competitiveness.

Outward missions into a market with suppliers, arrangement of business to business (B2B) matchmaking meetings and buyer recruitment support services are also facilitated.

Stakeholders are encouraged to contact JAMPRO for more information on the programme as well as JAMPRO’s wide range of export facilitation services.