Business View Caribbean | June 2022

10 BUSINESS VIEW CARIBBEAN VOLUME 9, ISSUE 6 “Creating a remarkable rum, which honors the prestigious brand Rhum J.M, requires significant patience, as the process is quite lengthy. An aged rum for Martinique requires a minimum of three years to produce. Therefore, we need patience and passion because none of this would be possible without passion. And humility, too.” - Karine Lassalle, Master Blender of Rhum J.M AgTech for sugarcane farming, such as drones, smart tractors, and meteorological software systems also supports J. M’s goals by providing data points and guidance on precision farming to better create efficiencies in production, less waste, and, ultimately, more environmental viability. Ecotourism is on its way to Martinique, and they are currently building that into consumer offerings, taking visitors behind the “label” to see the full process by witnessing it firsthand on the property. Plans include educational touch points throughout the distillery to explain the Rhum Agricole production process and steps toward sustainability at each point in the cycle, as well as extended guided tours to the agricultural areas of the property to showcase sugarcane cultivation. “I’m proud. After so many years of development, EDDEN has finally been shared with the world. This is not the end, but truly Day 1 of a lifelong commitment to be a leader of sustainable rum production practices. On Earth Day 2022, EDDEN was officially born from years of dedication, patience, and an ever-growing pursuit of knowledge. A huge milestone accomplishment from one of our own crown jewel rum distilleries!” - Ben Jones, Managing Director, Spiribam America ABOUT RHUM J.M: Established in 1845 by Jean- Marie Martin, Rhum J.M, for nearly two centuries, has displayed raw talent and craftsmanship through its portfolio of Rhum Agricole. As one of the smaller producers of Rhum Agricole, the components of Rhum J.M come from around the distillery and the people that work there. From the breezy volcanic sugarcane fields to the humid, salty aging environment, to the estate’s mineral spring water used in the rhum, it’s the place where Rhum J.M is made that is the signature of its quality. https://www.spiribam.com/