The Jamaica Promotions Corporation (JAMPRO) will be leading a delegation of exporters to the Fería Internacional de Habana (FIHAV) 2012 trade show in Cuba, with the aim of enhancing the presence of Brand Jamaica in the Caribbean and Latin American region.

The event, which has become one of the premier exhibitions showcasing and promoting Caribbean and Latin America products, is scheduled to take place at the Pabexpo Exhibition Complex from November 4 until tomorrow. JAMPRO has been participating in FIHAV for the last five years, and has facilitated a number of trade leads for exporters. This has contributed to the deepening of economic ties between Jamaica and Cuba.

Impressive inroads

The trade and investment agency's participation in the event has resulted in companies such as Newport - Fersan (Jamaica) and Lascelles/ Federated Pharmaceuticals making impressive inroads into the Cuban market.

In preparation for FIHAV 2012, JAMPRO in partnership with the Cuban Embassy in Jamaica and EXIM Bank, staged an information session on "Doing Business with Cuba and FIHAV 2012 Trade Show" recently at the offices of JAMPRO in New Kingston. The information session provided exporters with the critical information needed to effectively penetrate this untapped market, and was held in the context of a wider promotional strategy that focuses on greater market expansion within the Caribbean region. JAMPRO also hosted a briefing session at the company's offices in New Kingston on October 30.

According to vice-president of Trade and Business Development at JAMPRO, Delaine Morgan, JAMPRO has gained invaluable insight into the requirements of the Cuban market by spearheading several missions to the island.

"Our participation in the FIHAV Trade Show over the years has allowed us to build strategic business relationships with Cuban entities, which is critical to strengthening the trade relationship between Jamaica and Cuba, especially since the structure of the Cuban business community is unlike that of other Caribbean countries and other traditional markets targeted by JAMPRO," stated Morgan.

FIHAV is attended by key Cuban decision-makers and purchasers, and is considered to be the largest trade fair of its kind in the Caribbean.