Chin, Managing Director and one of Victor’s sons who now runs the family business. Very Amazing Products’ evolution follows Jamaica’s own manufacturing sector, which accounts for roughly one-eighth of the nation’s GDP and has increasingly focused on processed foods and beverages for export markets worth US $170.0 million annually. The facility has grown incrementally over nearly four decades through strategic acquisitions and product diversification. “Over the years we started to grow. We came out with our own brand, which we were able to successfully market,” Chin explains. “Then over time we acquired two more filling lines, more tanks, more holding tanks. We went into bag juice, box drinks.” Each expansion represented a calculated risk in a market where Jamaican manufacturers must compete with established international brands while building local consumer loyalty. What began as a supplier to other companies has evolved into a sophisticated operation with multiple certifications. Very Amazing Products now produces under its own “Pure” brand while maintaining contract manufacturing relationships with major regional players like Grace Kennedy and Lasco, balancing brand building with the steady revenue streams that private label production provides in Jamaica’s competitive beverage industry. CONTRACT MANUFACTURING MEETS BRAND BUILDING Jamaica’s beverage industry operates on razor-thin margins, where success often depends on diversifying revenue streams. For Very Amazing Products, the solution lies in a dual approach that leverages both contract manufacturing expertise and brand development. “Basically, we are contract manufacturers. We do private label, and we have our own brand,” explains Chin.“We have our own distribution in place, and we also manufacture for distributors under their brand.” This strategy positions the company alongside major Jamaican food and beverage players like GraceKennedy and Wray & Nephew, who similarly balance proprietary products with manufacturing services. The geographic split of their business reveals a company firmly rooted in Jamaica while building international reach. “I think probably our exports are about 20 to 25 percent of revenue,” Chin notes, with the remaining 75 percent serving local markets. Their primary export destination remains the United States, where “Eve Sales is our main distributor there that distributes our brand,” he confirms. Contract manufacturing provides steady cash flow while allowing Very Amazing Products to invest in its Pure brand development.“We manufacture products on the private label for quite a few companies 79 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 07 VERY AMAZING PRODUCTS
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