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Brand Jamaica is no guarantee for export success — Hendrickson

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Chief Executive of the National Baking Company Gary “Butch” Hendrickson warned exporters yesterday: “If you are not going to be producing quality, don’t bother.”

Despite the love for Brand Jamaica, it has become increasingly difficult to penetrate foreign markets due to competition, Hendrickson said — especially from what he termed “Jamaican-styled products” or those products which are unique to Jamaica but are being manufactured in other countries.

Published in the Observer
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