Hi-Pro ad campaign bats for farmers
Published:Friday | May 16, 2014 | 12:00 AM
Tash-Shauna Doeman, Gleaner Intern
Farming has always been a predominant economic activity in Jamaica and Hi-Pro, a subsidiary of Jamaica Broilers Group Limited (JBG), recently launched an ongoing campaign, 'Growing Our Nation', which targets our Jamaican farmers.
Hi- Pro realised the importance of farming and divisional sales and marketing manager, Daren Lawrence, summed up the reason for the campaign thus: "Farming is one of the lifebloods of the nation". In an interview with The Gleaner, he said he regarded farming as one of those professions that people can't do without, because people will never stop eating.
Lawrence believes that, although farming is one of the oldest professions, it is not valued as it once was. "It's a profession that people don't respect anymore; Jamaicans will send the children to become lawyers, doctors and engineers, instead of becoming excellent farmers", he told The Gleaner. Therefore, Hi-Pro saw it fit to highlight farming as an invaluable career choice. He went on to say, "We realise that the farmer is so underappreciated, and we believe that it should become aspirational again".
Because of Jamaica's economic crisis, Lawrence believes it is only by the sweat of our brows that we will emerge from this crisis. "If we are supposed to produce and come out of this hole that we are in as a country, what better thing to do than bring back farming and produce food that we eat?" he asked.
Hi-Pro has been playing an integral role in the campaign for Jamaicans to eat what they grow and grow what they eat, as well as giving support to Jamaican farmers. "The first thing we said we were going to do this year is to thank that selfless hero - the Jamaican farmer", he told The Gleaner. He noted further, "That selfless hero is responsible for nurturing the ground and animals, so that we can have food, so that we can grow as a people."
Although the Growing Our Nation Campaign targets farmers and is seen as a way to show appreciation to those who sustain and nourish this nation, Lawrence says that the success of this campaign is not measured. "We believe in them", he said, "It is all about ensuring that our Jamaican farmers know that they are appreciated, as they continue to sustain this nation."