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FLAVOURS OF JAMAICA
‘Flavours ‘Flavours of of Jamaica’ is is a a campaign campaign ethnic ethnic market market to to the the main mainstreamstreet He He commented commented that that trade trade
developed developed by by Jamaica Jamaica Trade rade and and British British market. market. This This is is further further opportunities opportunities will will be be generated generated by by
Invest Invest (JTI) (JTI) to to market market a a variety variety of of supported supported by by the the recent recent success success of of the the Economic Economic Partnership artnership Agreement Agreement
authentic authentic Jamaican Jamaican food food and and drink drink Levi Levi Roots’ “Reggae eggae Reggae” eggae” jerk jerk between between Europe Europe and and CARICOM, CARICOM, which which
products in the United Kproducts in the United Kingdom. brand, brand, which which generated generated £1.4 £1.4 million million will will soon soon allow allow Jamaican Jamaican foods foods and and
Interest Interest in in Europe Europe for for Jamaican Jamaican in in sales sales (2007-08) (2007-08) representing representing drinks drinks to to be be imported imported into into Europe Europe duty duty
food food and and drink drink has has never never been been approximately approximately 4% 4% of of the the UK UK chilli chilli and and free. free. It It is is also also clear clear that that opportunities opportunities
higher higher resulting resulting in in growth growth in in the the barbecue barbecue sauce sauce market. market. That That is is just just abound abound for for authentic authentic Jamaican Jamaican food food
sale sale of of Jamaican Jamaican products products across across slightly slightly behind behind the the figure figure achieved achieved and and drinks drinks as as consumers’ tastes tastes are are
the the UK, UK, primarily primarily because because people people by by household household giant giant Heinz, Heinz, whose whose BBQ BBQ growing growing more more sophisticated, sophisticated, creating creating
are are constantly constantly looking looking for for new new taste taste sauce reached sales of £1.6millionsauce reached sales of £1.6million opportunities opportunities for for more more and and better-
experiences experiences and and Jamaican Jamaican foods foods Multiples, Multiples, such such as as Sainsbury’s, s, quality products.quality products.
provide provide an an exotic exotic alternative alternative to to Somerfield, Somerfield, Tesco, esco, Asda Asda and and
others others from from around around the the world. world. The The Morrisons, Morrisons, have have created created their their own own Under Under the the “Flavours “Flavours of of Jamaica” Jamaica”
Caribbean Caribbean food food sector, , formally formally a a brand brand label label of of jerk jerk sauces sauces and and banner, , JTI JTI and and a a number number of of Jamaica Jamaica
niche niche market market targeted targeted at at the the West est seasonings seasonings to to compete compete with with the the food food and and drink drink processors processors will will be be
Indian Indian community, , is is now now appealing appealing dominant dominant brands brands (Walkerswood alkerswood and and attending attending the the International International Food Food and and
to to a a wider wider audience. audience. It It is is showing showing Reggae Reggae Reggae Sauce).eggae Sauce). Drink Drink Expo Expo in in London London at at the the ExCel ExCel
impressive impressive growth growth from from a a convention convention centre centre between between March March
small small base, base, with with Jamaican Jamaican Laurence Laurence Jones, Jones, European European Regional egional 15 15 and and 18, 18, 2009. 2009. JTI JTI also also intends intends to to
Jerk Jerk cooking cooking sauces sauces Manager Manager for for JTI, JTI, believes believes that that the the host host a a trade trade seminar seminar in in Birmingham Birmingham
being being particularly particularly “Flavours “Flavours of of Jamaica” Jamaica” campaign campaign around around these these dates dates to to allow allow UK UK food food
popular. . Through Through the the will will continue continue to to facilitate facilitate growth growth and and drink drink distributors, distributors, wholesalers, wholesalers,
initial initial efforts efforts of of of of Jamaican Jamaican food food and and drinks drinks in in the the grocery grocery multiples multiples and and independent independent
Walkerswood alkerswood the the European European market. market. This This coupled coupled with with grocers grocers in in the the Midlands Midlands to to meet meet
jerk jerk sauce sauce market market the the interest interest and and publicity publicity generated generated and and negotiate negotiate supply supply contracts contracts with with
has has been been by by the the cookery cookery media, media, the the growing growing Jamaican food and drink processors. Jamaican food and drink processors.
e x p a n d e d d number number of of strong strong brands brands in in the the
beyond beyond the the market, market, and and the the growth growth of of bespoke bespoke Please contact Jamaica Trade and
Caribbean Caribbean restaurants restaurants is is helping helping to to Invest, in London at 0207 584 8894
grow the market. grow the market. for additional information.
FEBRUARY 2009 OUTLINES.indd 14 22/1/09 11:21:09 am
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