The Buy Jamaican Campaign: Supporting Local Industry
In an effort to boost the manufacturing sector, the JMA launched its ‘Buy Jamaican…Build Jamaica’ Campaign in partnership with the National Commercial Bank Jamaica Limited (NCB) in February 2004. The goal of this Campaign is to encourage support of high quality local products and to instil pride in producers and customers as it relates to brand Jamaica. It is also geared towards exposing customers to inter-linkages within the economy and how these can be advanced through their support of local products.
The Campaign was not only aimed at the adult populace, but also targeted youths, who the JMA wanted to internalize the message that buying Jamaican products contribute to national development. The JMA also wanted them to be cognizant of the quality of goods produced in Jamaica from an early age, so that this information would be passed on from generation to generation. This need to sensitize the youths heralded the Buy Jamaican Essay Competition in schools.
In its ongoing thrust to educate the Jamaican consumers, in particular the youths, the JMA in collaboration with NCB launched the second phase of the ‘Buy Jamaican…Build Jamaica’ Campaign and its newest initiative, the Nicola Gordon-Rowe’s Schools’ Entrepreneurship Competition in April 2008. Other activities under the second phase of the Campaign will include the mounting of billboards and island-wide Road Shows. The response to the ‘Buy Jamaican…Build Jamaica’ Campaign has been overwhelming and is a testimony to the belief that high quality Jamaican manufactured goods can hold their own within a fierce competitive market.
- Importance to the Economy
- Road Show
- History of JMA JEA Expo
- In-store Promotions
- Trade Missions
- Nicola Gordon-Rowe Schools Entrepreneurship Competition
- Exercise Book Project
- Essay Competition
Sponsored in part by the Jamaica Public Service Company Limited (JPSCo).