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Business View Magazine
tive within the regional marketplace.”
A concerted effort has been made over the years to
enhance the branding of the company’s products as
authentically Jamaican; and to position the overall
enterprise as one that’s endured, one that operates
within legal and environmental frameworks and one
possession a strong sense of corporate responsibility
– as evidenced by outreach efforts that strategically
manage the interdependencies between the organiza-
tion and the communities in which it operates.
“The buying public tends to be very nationalistic, and
this is leveraged to promote Jamaican products,”
Haynes said. “Apart from that they also expect the very
best quality, backed by excellent service.”
The company’s operating vision embraces lofty goals
in which the country is “free from fear and crime, the
workplace is happy and energized and our operations
have minimal negative impact environment.” The
scope also includes a “culture of service, quality and
performance, where our word is our bond and promis-
es are kept.” That would then be manifested by stake-
holders who are “satisfied and proud of their associa-
tion with our company,” whose financial performance
exceeds goals and maintains growth.
Toward that end, the company has had a particularly
effective relationship with Clarage Inc., an entity with
Concrete Road in the vicinity of Caribbean Cement Company Limited, Jamaica
