We were made aware of the Jamaica Observer article published on November 2, 2025, titled The Government has ordered a price freeze on essential goods amid reports of mark-ups at some community shops,” after several of our valued customers shared it with us.

The article’s cover photo prominently features General Food Supermarket in Liguanea. We wish to make it absolutely clear that our supermarket has fully complied with the Government’s price freeze order and has not engaged in any form of price gouging or price mark-ups.

In fact, General Food Supermarket was the only large supermarket open in our neighbourhood both the day before and the day immediately after Hurricane Melissa’s passage. We made this decision because many of our customers reached out to us — people who had just received remittances or whose employers had not been able to pay early before the storm. We chose to remain open to ensure everyone had a fair opportunity to purchase essentials and protect their families.

Our Values and Reputation

As a family-owned supermarket, our operations have always been guided by family principles and community values. Those values have built our loyal customer base and our trusted reputation across communities. It is therefore deeply disappointing that, at a time when our team is actively participating in relief efforts for staff and families affected by Hurricane Melissa, especially on Jamaica’s west coast, we must divert attention to address the reckless and misleading use of an image that clearly identifies our establishment in the context of allegations of price gouging.

We also note that while another supermarket chain was quoted in the article about its compliance and operations, no such opportunity was given to us, despite the use of our store’s image as the article’s visual centrepiece. This lack of balance is both unfair and professionally irresponsible.

General Food’s Commitment

We would like to take this opportunity to thank our loyal customers and the Liguanea community, and wider communities, who have reached out to express ongoing gratitude for the dedication and service of our staff during these challenging times. We at General Food Supermarket are continually humbled and amazed by the strength and kindness of the community we are blessed to serve.

In our industry, we are recognised for our fair pricing practices. Even outside of disaster periods, global inflation continues to put pressure on small island economies like ours. Yet, throughout it all, we have remained steadfast in our commitment to offering the best quality products at the most reasonable prices possible. For years, we have put in place discounts for teachers and civil servants who shop at out supermarkets as a testament of our commitment to valuing and serving our communities. The growth and success of our Liguanea branch stand as a testament to the trust and support of many communities.

We also want to acknowledge the extraordinary dedication of our staff, who continue to go above and beyond in service to our customers and community. Among them is Mr. Baugh, a senior member of our warehouse team, who has worked tirelessly and selflessly throughout this disaster, often taking on duties well beyond his normal responsibilities. He has packed and delivered countless emergency and care packages for customers, and even stepped into the role of merchandiser — pushing goods onto the supermarket floor to make sure essential items were available to everyone in need.

Mr. Baugh’s actions reflect the spirit of our entire team. Every staff member — from our warehouse crew to our cashiers, shelf packers, bag packers, accounting team, human resources team, managers, directors and even our lawyer — has pitched in heroically to keep our operations running and to serve our nation. To all of them, we extend our deepest gratitude and pride. You are the heart of General Food Supermarket, and Jamaica is better for your service.

We also take this moment to call upon our fellow supermarket operators across Jamaica to do everything within their power to minimise price increases imposed by vendors. We urge you to negotiate as aggressively as possible to keep cost prices stable or to ensure any increases remain minimal. Jamaica has weathered many storms, but it will take time for our people and our economy to breathe easier again — and we must all play our part in that recovery.

General Food’s Position

It is no secret that General Food Supermarket is a strong, established, and respected brand with the resources and legal capacity to pursue a defamation claim if we so desired. However, in this critical period, our focus remains on rebuilding and supporting our fellow Jamaicans rather than expending time or energy on matters that are irrelevant to the real work of relief and recovery.

We choose to dedicate our resources to helping Jamaicans in need, and we encourage the Jamaica Observer to follow suit — to use its platform and influence to uplift communities, support recovery efforts, and share stories of resilience and hope rather than confusion and harm.

In moments like these, we are reminded that Jamaica’s greatest strength is our resilience — our ability to rise together, help one another, and keep faith even in the hardest times. As Chronixx reminds us in his new, and what we believe to be prophetic, album Exile.

“Never give up the fight, no way…”

Those words echo what we all know in our hearts — that no storm can wash away the spirit of our people

To our brothers and sisters on Jamaica’s west coast, and to all who have been affected by Hurricane Melissa: we stand with you. We will continue to support recovery efforts, and we encourage everyone to lift one another with kindness, patience, and hope. Together, we will rebuild. Together, we will rise. Jamaica — resilient, united, and unbreakable.

The Management of General Food Supermarket
Liguanea, Kingston