In a strategic partnership that brings together the Jamaica Pig Farmers Association (JPFA) and key players in the processing and distribution sector, a vigorous effort is now underway to revolutionize pork consumption within the country.
On November 28, at the Ministry of Agriculture & Fisheries grounds in Kingston, JPFA President Hanif Brown introduced the “Pork Jamaica” campaign, laying out his vision for a “modest” increase in pork consumption, from the current 4.2 kilograms per capita annually to eight kilos per capita over the next five years.
A vision for transformation: 15 kilograms per capita in five years
However, Col. (Retired) Jamie Ogilvie, Vice President of Hi-Pro Feeds Limited, presented a different perspective.
He advocated for a target of at least 15 kilograms per capita, a goal that would more than triple the current consumption rate within the same timeframe.
Unifying voices: Aligning with regional and global benchmarks
Keynote speaker State Minister for Agriculture Franklin Witter echoed the call for an ambitious campaign to boost domestic consumption.
Witter, alongside Brown and Ogilvie, emphasized the importance of aligning Jamaica’s consumption target with regional benchmarks—Barbados (13.7 kg per capita), St. Lucia (14.8 kg per capita), Cuba (21.6 kg), Antigua (14.9 kg), and the Dominican Republic (11.9 kg)—as well as global figures, which average between 40 and 50 kilograms per capita annually.
Government commitment: A pledge of ongoing support
Minister Witter praised the JPFA’s efforts in elevating per capita consumption and pledged continued support from the ministry for this vital campaign.
He emphasized the necessity of increasing the consumption of local foods, including pork, to enhance food security.
The ministry’s commitment was further underscored by recent funding allocations, including $25 million to the College of Agriculture, Science, and Education (CASE) in Portland for a feed storage house and piggery improvements.
Witter highlighted government initiatives such as the “Eat Jamaican” campaign, which synergizes with the Pork Farmers campaign to reshape public perceptions of the industry.
Industry leaders unite: Strong backing for increased pork consumption
Leaders from prominent companies including CPJ, Arosa Limited, Nations Choice, CB Group (Copperwood and Nutramix brands), and Hi-Pro reiterated their full support for boosting pork consumption.
JPFA President Brown celebrated the association’s achievements, which parallel those of developed nations, particularly highlighting improvements in carcass size and pork quality.
Addressing excess supply: A challenge to overcome
Despite these remarkable advancements, Brown acknowledged the challenge of excess pork production relative to demand.
The restaurant sector, represented by Gariel Ferguson of Rib Kage, sees significant growth potential for the pork industry.
Ferguson expressed confidence in meeting proposed consumption targets through closer collaboration with the restaurant trade and engaging end-users via demonstrations and similar initiatives.
The ‘Pork Jamaica’ campaign, with its goals and unwavering support from both the government and industry leaders, marks a pivotal moment in the Jamaican pork industry.
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