Jamaica’s vibrant and diverse exports took centre stage last week at the Exposición Comercial Internacional (EXPOCOMER) held in Panama.

Under the banner of Brand Jamaica, a delegation, including P.A. Benjamin Manufacturing Company Limited, Home Choice Enterprise Limited, Caribbean Foods Limited, and Pepsi-Cola Jamaica Bottling Company Limited, participated in Central America’s premier annual trade exhibition.

Led by Kathryn Silvera, deputy vice president of the Jamaica Manufacturers and Exporters Association (JMEA), the delegation made a striking impression at EXPOCOMER, with each participating company uniquely showcasing the island’s rich and diverse offerings.

Benjamin Manufacturing Co. Ltd featured an array of artificial flavourings, jerk sauces, seasonings, spice extracts, herbal teas, and hair care and cosmetics products. Home Choice Enterprise Ltd showcased its selection of delectable soups, jerk and pepper sauces, garlic pastes, as well as ginger, sorrel, and turmeric extracts.

Meanwhile, Caribbean Foods Limited displayed its range of staples including rolled oats, cornmeal, instant porridge mixes, flavoured syrups, oat milk, vinegar, and Chinese soy sauce.

Pepsi-Cola Jamaica Bottling Company exhibited a refreshing lineup of beverages featuring Pepsi, Ting, and Ginger Beer soft drinks, alongside Ocean Spray cranberry juice and a Tropicana apple drink.

“EXPOCOMER served as an exceptional platform for networking and forging new business alliances, where the Jamaican delegation met with potential buyers, cementing business relationships, and exploring export opportunities. The participating companies reported significant progress, with promising leads and engagements with prospective distributors, highlighting the depth of Jamaica’s export potential across various sectors,” said Silvera.

Tony-Moy Stewart, business development manager at P.A. Benjamin Manufacturing Co. Ltd expressed that there are substantial opportunities for Jamaican enterprises, especially given the expansive consumer base and cultural affinity for Caribbean products in Panama.

Stewart expressed, “We were exposed to a myriad of leads not only in Panama but also in Central America thereby broadening our horizons to establish a presence in other countries.”

She noted the keen interest from buyers at EXPOCOMER, indicating a receptiveness to engage in business ventures. Stewart highlighted the meaningful discussions held during the event, resulting in the establishment of numerous contacts. She elaborated, “We are currently in the process of following up, optimistic that these interactions will lead to mutually beneficial relationships.”

She outlined the symbiotic nature of the envisioned partnerships, emphasizing the potential for exporting to Central American countries to generate foreign exchange while also sourcing goods to fulfil local needs. Reflecting on the success of their participation, although unable to provide a precise estimate of conversions, Stewart mentioned securing over 10 promising leads, expressing confidence in their eventual fruition.

Ali Muhammad, marketing and export manager at Home Choice Ltd recognised significant export opportunities for their sorrel drink which is crafted using their proprietary sorrel extract and assorted sauces.

“EXPOCOMER gave us a great opportunity to gather insights into the tastes of the Panamanian palette and to conduct direct market research,” he said.

Muhammad highlighted the company’s interactions with numerous buyers and distributors from countries including Costa Rica, El Salvador, Nicaragua, Cuba, Colombia, Panama, Barbados, and India.

” We are currently in the stage of following up on these leads, which we have engaged most of them already. We also made contact with consultants who will ensure that our labels translate into Spanish and meet the Panamanian standards and requirements,” he explained.

Reflecting on the experience, Muhammad remarked, “the EXPOCOMER trade show proved to be the most engaging event we’ve attended outside of Jamaica, as it surpassed our expectations.”

He affirmed their intention to participate next year, regardless of distributor acquisition, citing the plethora of opportunities presented by the diverse array of buyers at the show.”

Anecia Levy, transformation manager at Pepsi-Cola Jamaica Bottling Company Ltd, echoed similar sentiments, emphasising the positive reception of Jamaican products at EXPOCOMER.

“It was evident that products manufactured in Jamaica are highly sought after, as we received significant traction with our Old Jamaica Ginger Beer and Ting soft drinks. The tradeshow provided an opportunity to raise awareness about the brands manufactured in Jamaica and their potential for export. Pepsi-Cola Jamaica was proud to be part of the Jamaican pavilion through JMEA, and we look forward to continuing our partnership,” mused Levy.

The team’s participation extended beyond engaging with distributors to connect with suppliers offering essential raw materials and intermediary ingredients that are integral to their manufacturing operations. Additionally, the team also engaged in a factory tour at Plásticos, a prominent manufacturing facility in Panama, gaining firsthand exposure to advanced manufacturing processes.