Brand Jamaica will be highlighted at the 126th staging of the Penn Relays, which starts today (April 28) on the University of Pennsylvania’s Franklin Field in Philadelphia.

Five Jamaican manufacturers, Annilu Limited, Herboo, King’s Jamaican Health and Wellness, Bresheh, and Shavuot International will engage in a trade mission there. They will be interacting with buyers, distributors and retailers to promote their products with the aim of increasing Jamaica’s export sales during the event, which will conclude on April 30.

The trade mission is taking place as part of the export development programme, Export Max III, which is led by JAMPRO, the Jamaica Business Development Corporation (JBDC) and the Jamaica Manufacturers and Exporters Association (JMEA). The event will highlight the island’s diverse manufacturing sector, and the products that are available for export.

Jamaican Prime Minister Andrew Holness as well as Industry and Commerce Minister Aubyn Hill will be attending the Penn Relays.

The event will feature a pavilion designed to house the Jamaican companies that will facilitate engagement with the over 100,000 patrons that are expected to attend the event.

Marketing activities at the Penn Relays

Business-to-business meetings will also take place to support the companies during the trade mission, as they look to build meaningful business relationships in the United States.

Minister Hill explains that, “the Penn Relays are a great avenue for the promotion of Brand Jamaica because of its high profile as a major event and its historical connection with Jamaica, our athletes, and the diaspora.”

He explains that the event provides an opportunity for Jamaica to not only display amazing athletic performances but to connect with the Jamaican Diaspora expected to attend the event and will introduce products to buyers and retailers in that area who are interested in securing ethnic food and other goods for their markets.

The Government of Jamaica is also encouraging Jamaicans abroad to invest in agro-processing, skills training and logistics, particularly Jamaica’s Special Economic Zones.

The mission will be a critical step in Jamaica’s ongoing efforts to identify new export opportunities for manufacturers, establish the island as a supplier of high-quality products and increase the international exposure of its exporters. It is one of the island’s major trade executions since the COVID-19 pandemic and is expected to give a boost to the Export Max participants.

JAMPRO president excited

Diane Edwards, president of JAMPRO comments that, “This particular event is expected to generate significant leads for our exporters, and should help them to secure contractual arrangements with targeted US distributors. While this will not be the first time that Jamaica has had major activities at the Penn Relays, I believe that there are advantages to this edition, as this will be the first staging of the competition since the onset of the COVID-19 pandemic.”

Edwards added that there is also a joyous mood surrounding the event, as it falls in the same year of Jamaica’s 60th Anniversary as an independent nation, insisting that the event will reinforce Jamaica’s image as a source of high-quality exports, and will serve many purposes for the manufacturers, as well as buyers.

According to the JAMPRO president, “The companies that will be at the Penn Relays represent the high quality and diversity of Jamaican products, and this initiative will give them the opportunity to be on the world stage and reach new audiences. For the buyers, it will introduce them to Jamaican exporters, and will show them the vast range of products that we have to offer. We believe that this mission will be fruitful for all the participants and stakeholders, and we look forward to seeing the positive impact it will have on the Jamaican economy.”