Recognising that worldwide there is a demand for “anything Jamaican”, Pearnel Charles Jr, minister of agriculture and fisheries, says it is “time to take control of what is ours” and export Brand Jamaica for the benefit of future generations.

Addressing attendees at the official launch of the 2022 Jamaica Blue Mountain Coffee Festival on Tuesday (March 1) evening, Charles urged them to get on board with his vision of exporting the Jamaican brand.

“We have to make sure that we not just talk about it, we have to get this right,” said Charles.

“We have to get this right for the several in the diaspora crying because they know, being there, the demand for anything Jamaican.”

He noted that it was this demand for Jamaican products that has led many countries to offer Jamaican-style items.

“Whether it is pepper, whether it is ginger, whether it is coffee, it is time for us to really take control of what is ours and to find ways to positively exploit our own brand, to the benefit of Jamaica for generations to come,” stated the recentl appointed agriculture minister.

Following his appointment to the ministry in January, Charles on Tuesday evening informed listeners that his goal as agriculture minister would be simple.

“It is to give whatever support, direction, leadership, encouragement that I can give to move us beyond where we were in 2015… .”

He added: “We are going to do whatever is necessary to build the framework and to build the structure in operation for us to resuscitate and to give the boost for us to have sustainable growth… .”