Michi Super Center launches Brand Jamaica campaign

Last Friday, the Michi Super Center embarked on a drive to promote Brand Jamaica in order to create a greater demand for local products as well as to increase production and the possibilities for more employment opportunities, thus reducing dependence on foreign imports.

The 'Building Jamaica One Product At A Time' campaign launch was supported by Prime Minister Portia Simpson Miller and other dignitaries. The prime minister welcomed the move, noting that we really do import a lot of products that can be produced locally. To reinforce the point, there was also a farmers' market set up at the front of the plaza, showcasing Jamaican products from across the island.

community building

Director of Michi Super Centre, Sharon Loshusan, told the gathering that, from the very beginning, Michi had made the decision to be involved in community building. "Michi Super Center has recognised that, with our national consumption so heavily dependent on foreign imports, we must intentionally play our part in helping to drive the mantra of 'eating what we grow'. As retailers, we believe that we must do our part in cultivating a greater awareness and offering of our Jamaican products," she said.

She adds that they believe that by helping to highlight these various products (some of which are already branded with our national flag) will encourage consumers to pick up more of our Jamaican brands as they shop. "The quality of these products is many times better than imported products and we can grow our economy by choosing Jamaican more often."

shanica.blair@gleanerjm.com