Jamaica Producers (JP) is aiming to secure its status as an ethical producer of bananas, by seeking Fairtrade certification in the UK.
The group which recently divested itself of its UK importing arm believes accreditation will enhance the island’s competitiveness in the UK market. "The new thing in banana is ethical trading and it suits our business," group divisional director Jeffery Hall told Jamaican press
"We've taken a decision to use our leadership in ethical banana production to produce something that banana consumers want," he said.
If JP continued to opt out of Fairtrade, he added, "we would have to compete exclusively on price and the only way to win is to cut corners and that is against our ethos," said Hall.
JP already has a committee to determine how the Fairtrade premium would be redistributed in the communities where its farms operate. "The committee said they would like to see it invested in the local hospital and basic schools in Port Maria and Annotto Bay," said Hall.
