MANAGING DIRECTOR OF KING PEPPER, CHRISTINE WONG DISPLAYING KING PEPPER’S PRODUCTS LAST YEAR AT THE JAMBANA ONE WORLD FESTIVAL IN TORONTO, CANADA. THE DISPLAY WAS PART OF A JAMPRO TRADE MISSION TO CANADA TO PROMOTE JAMAICAN PRODUCTS FOR EXPORT.
KINGSTON, Jamaica, Thursday March 16, 2017 – Jamaican condiment and seasoning manufacturer King Pepper Products Ltd. has re-entered the Canadian market.
The company, which was joined by six other Jamaican manufacturers at a Jamaica Promotions Corporation (JAMPRO)-led trade mission to Canada last year, was able to secure a distributor for its Eaton’s line of products, and recently received its first container order to Canada.
King Pepper participated in the mission to meet with buyers in the Toronto area, and to explore ways of meeting the demand for its products in Canada. It also wanted to participate in JAMPRO’s market intelligence initiative, where the agency took exporters to meet with retail and manufacturing players in other markets to get a first-hand experience of what was needed to export to international countries.
King Pepper’s managing director Christine Wong said her company was focused on maintaining its presence in the North American market due to the large diaspora base in the United States and Canada. And she explained that the company was now looking to capitalize on its recent achievements and expand outside of the diaspora base to the general market.
“Further success and growth for our brand will come from product acceptance from outside the diaspora and we are confident that this acceptance is within reach,” Wong said.
“It is important that we support our distributors with marketing activities and specials, so I will be visiting again soon to work on marketing strategies. Getting the products on the shelf is only half the battle; we also have to get consumers to give the products a try.”
JAMPRO has focused on Canada as a key export market for Jamaican products due to the large Jamaican diaspora and changing food consumption trends favouring ethnic foods.
It is estimated that there are over 300,000 persons of Jamaican descent in the country, and that the Caribbean food market is valued at US$10 million and growing five per cent annually. The agency has utilized its roster of distributors of Caribbean products in Canada to bring more Jamaican products to the country, and has developed a close relationship with the top importers. Together these importers/distributors account for half of the Canadian ethnic food market.
