Business View Caribbean | Volume 8, Issue 7

46 BUSINESS VIEW CARIBBEAN VOLUME 8, ISSUE 7 Being able to provide a wide-range of dairy products locally is a priority for DIJL. “I think it comes with a certain level of pride when consumers can access world-class products manufactured right here in Jamaica,” Rhoden- Gordon shares. “The COVID-19 pandemic has really highlighted why we as an industry need to be more self-sufficient in the event of supply chain disruptions.” DIJL’s products are offered throughout Jamaica, as well as exported to the Caribbean, USA, and Canada. Products are distributed primarily through GraceKennedy to retail stores, wholesale for bulk purchases, and to food service, including restaurants and hotels. The company also has a strategic marketing plan that involves pairing their canned cheese with its natural partner – bun. “Our canned cheese is not only our flagship product, but it’s also a Jamaican tradition… you really can’t experience Easter without cheese,” Rhoden-Gordon says. “Now, for us Jamaicans, there’s something that goes very well with our cheese – and that’s spiced buns. Over the years we collaborated with local bakeries, a partnership that has helped us to grow both locally and abroad.” Pairing cheese with bun in retail displays helps DIJL to increase its visibility, but also gives them the opportunity to promote Jamaican culture in its promotional displays. “This provides consumers across the world a taste of true Jamaican culture,” Rhoden-Gordon says. The COVID-19 pandemic presented challenges for the dairy manufacturing company when the threat of the virus suspended commercial activity globally. Since a portion of their products are sold in the food service segment, which was negatively affected, the company lost a major source of their sales. They also had to develop new and creative ways to maintain brand visibility in light of consumers being confined to their homes. “Some of the challenges we General Manager, Radcliffe Walker