Continental Baking Company Limited, makers of the National brand, donated J$7 million on Wednesday (August 7) towards the land preparation exercise for farmers in western Jamaica, many of whom remain without electricity and water in the wake of Hurricane Beryl.

Following the passage of the powerful Category 4 cyclone a month ago, there was damage to all crop lines across the island, primarily in the parishes of Clarendon, Manchester and St. Elizabeth.

Jamaica lost around 85 per cent of banana and plantain lines in Portland and St. Mary, but for the southern parishes, the vegetable lines and tubers such as cassava were mainly impacted. Additionally, damage was done to fruit trees islandwide, such as ackee, breadfruit and other beloved fruits across the island. Notable damages to greenhouses islandwide were also recorded. 

In August, estimates now indicate that the island’s agricultural sector suffered over J$6 billion in damage due to the passage of Hurricane Beryl.

After seeing the devastation Hurricane Beryl caused to the crops and livelihood of farmers, and by extension their families, it tugged at the heart of Gary ‘Butch’ Hendrickson — the driving force and Chairman of the Board at Continental Baking Company — and he made the ultimate decision to donate. 

Representing Hendrickson at the handover, which took place inside the offices of the Ministry of Agriculture on Wednesday, was his son Craig Hendrickson, director of marketing and sales at Continental Baking Company.

“When dad told me that he wanted to be able to give back, and we were told of the land preparation programme that was developed for the affected farmers, it was a no-brainer to partner with the Ministry of Agriculture, Fisheries and Mining, and by extension, the Rural Agricultural Development Authority (RADA) to assist 280 farmers and enable the clearance of 112 hectares of land, and with each farmer receiving J$25,000 towards either land clearance or mechanical tillage of their soil,” Craig said. 

He added, “I think it’s something good for us. We are fortunate to have been able to give back and this is a good way for us to help our country,” before calling on other corporate companies, as well, to donate towards the recovery process through the land preparation programme.

Continental Baking Company’s donation, to be administered under the guidance of RADA, is primarily geared towards land preparation assistance, especially in the country’s breadbasket parish of St. Elizabeth, which has suffered the most.

For his part, portfolio minister Floyd Green said the J$7 million gift speaks volumes of the magnitude of Butch Hendrickson’s thoughts towards others in need.

Green noted that Butch reached out to him a day after the hurricane passed to inquire into how he could help farmers and ultimately Jamaica’s food security. 

“I’m very happy that we are doing this form of handing over. I know that Continental/National Baking Company does a lot of work quietly, and the support that you give to so many different companies and entrepreneurs and initiatives like this, I think is important, because it inspires other people to do [likewise]… This sort of corporate social responsibility for the right reasons,” Green said. 

He noted that after a hurricane, land preparation in the recovery process for farmers is very important and oftentimes overlooked.

“People who are not so deeply passionate or understanding of agriculture will stand some of the other things, but do not realise that as a first step to recovery, what we are doing now, in terms of providing support for land clearance and preparation is very important,” he said.