Elizabeth Morgan | Benefiting from Brand Jamaica:

Over the past week, as we celebrated Emancipation and Independence and with visitors coming in from overseas, I found it necessary to visit some stores looking for souvenirs. I was reminded of the extent to which Jamaican souvenirs are now imported from Asia and primarily from China. We are importing Brand Jamaica, it seems.

When I travel, I like the souvenirs I buy to be genuine products of the country I am visiting. It is most disappointing to turn over the product or look at the label and see “made in China”. But, this is increasingly the norm.

It is difficult to say specifically how much money is being spent on imported souvenirs/country-themed products as there is no single customs heading. T-shirts, for example, would fall under the heading of textiles and clothing. What is evident is that a lot of money is being spent on importing Jamaica-themed products, including flags, T-shirts, other items of clothing, key rings, fridge magnets, pens, trays, cups and other products. Nearly all the shops and vendors are selling the same imported products because they cost less.

In fact, if you travel around the Caribbean countries, you will find the same products in every country. Only the country name is different, and they are all imported, mass produced and low priced.

I found a 2022 article from the island of Malta addressing the same issue. It is titled ‘Something needs to be done: Malta-themed souvenirs are overwhelmingly made in China’. It states that as Malta tourist arrival figures returned to pre-COVID levels, the spotlight was turned to the amount being spent by visitors to the country and concern was raised about the missed opportunity for the local economy due to Malta-themed souvenirs being made in China. It was even found that items offered at international conferences as Malta souvenirs were imported. A member of the business community pointed out that this was one of the leaks of funds out of the economy. The view is that more Malta souvenirs could be made in the country to increase revenue and boost economic activity.

JAMAICAN SITUATION

The same could be said for Jamaica where Brand Jamaica is revered.

A visitor to Jamaica in the 1950s would have returned home with some good-quality local raffia creations and hand-embroidered goods, among other things. In the early 1970s, it was reported that the future of arts and crafts in Jamaica was very promising not only to supply the tourist industry but also the local market. Things Jamaica was established in 1968 to promote the further production and sale of Jamaican products. It was then thought that the craft industry would benefit from further research into use of raw materials and the introduction of new tools.

Today, the Jamaican arts and crafts industry has not made the progress which was envisioned in the 1960s. For those of us who visit the craft markets and vendors, the quality of local products is quite inconsistent, and they are being overwhelmed by cheap imports. To get good arts and crafts products one has to visit the annual fairs held, usually, around Christmas time. And the prices can be quite high.

NATIONAL CRAFT POLICY

In 2019, the Ministry of Industry and Commerce presented the new National Craft Policy for adoption by Parliament. The policy takes an integrated approach to the development of the craft industry, which includes culture, intellectual property rights, agriculture and tourism. Among the major threats to the industry it listed the high levels of competition from low-cost, mass-produced imports.

It is stated that this policy aims to streamline the craft industry by facilitating incremental improvements in quality, variety, value, sales, customer satisfaction and profits. The policy’s implementation will engage inter-agency collaboration to support the development of individuals, associations and communities towards the sector’s development and streamlining the allocation of human and financial resources. This sector involves micro, small, and medium-sized enterprises (MSMEs) across Jamaica and thus the challenges faced include informality, access to finance, market access, business support services, training and development, innovation and productivity, technical skills, promotion of entrepreneurship, as well as policy research and linkages.

The policy calls for establishment of a craft industry council; development of artisan villages in key tourist locations; strengthening business support organisations to improve innovation, design, development, quality, merchandising, customer service and business principles; registration of producers as well as establishing a rating system; refurbishing craft markets; conservation, archiving and promotion of traditional skills, and commercialisation of new products linked to culture and heritage.

It is clear that a lot of work is required in the arts and craft sector and in manufacturing, if Jamaica is to be able to provide Jamaica-themed products which can compete with foreign imports and be benefiting further from Brand Jamaica.

Joshua Higgins in his June 11 Gleaner article states that a revolution is needed to transform Jamaica’s craft and heritage sector. If Jamaica is to stem the leak of foreign currency from imported souvenirs/products, then I have to agree with Mr Higgins that a revolution is needed.

Elizabeth Morgan is a specialist in international trade policy and international politics. Email feedback to columns@gleanerjm.com