The Clarendon Association of Branch Societies, an arm of the Jamaica Agricultural Society (JAS), is urging farmers to move away from pricing produce based on scarcity and market fluctuations. Instead, the association is advocating for the adoption of sound marketing and financial strategies to strengthen the agricultural sector.
Speaking with The Gleaner, Andre Anderson, president of the association, called for farmers to “shift mindsets from hustling to structured business operations” in order to advance the sector.
“Agriculture is a serious business – one that must be treated with the same strategic focus and financial discipline as any other commercial enterprise. If we are to truly secure the future of farming in Jamaica, we must embrace the principles of sound business management and value creation, rather than short-term profit-seeking,” Anderson, who is also an advisory member of the Rural Agriculture Development Authority (RADA), shared with The Gleaner.
Asserting himself as an advocate for change, Anderson rued over what he said were similar calls within the transportation sector that he believes went unheard.
“In 2017, during my tenure as interim president of the National Workers Union (NWU), I addressed the general executive council about the rising toll rates. I warned that if the rates continued to increase unchecked, we would reach a point where only a few could afford to use the toll roads. Unfortunately, that call never went beyond the boardroom. However, I am making a similar call to the farming community – one that I believe is even more critical,” said Anderson.
He continued, “I am calling on all farmers in Clarendon and across Jamaica to elevate our thinking. Let us stop pricing based on scarcity and market fluctuations alone. Let us adopt proper cost management practices and focus on long-term sustainability.”
Anderson lamented that, during the last Christmas period, prices for lettuce and sweet peppers, for example, spiked dramatically from $1,000 per pound to $1,500.
“These prices stole the joy from many Jamaican families during a time traditionally filled with celebration and togetherness. I am firmly convinced that these extreme price spikes were less about actual production costs and more about capitalising on market shortages caused by prolonged rainy conditions,” he said.
While acknowledging that temporary shortages can lead to price increases due to supply and demand, Anderson argued that “true businesspeople” do not profit at the expense of consumers.
“Our goal should be sustainability and long-term customer loyalty. The principle of ‘eating little and eating long’ must guide our pricing strategies. If we genuinely want Jamaicans to eat what we grow, we must ensure our pricing encourages consistent purchasing, not price shocks that drive consumers away from local produce,” Anderson told The Gleaner.
Anderson, who also plants crops and rears animals, noted that too many farmers price their produce based on what others are charging, rather than calculating their own production costs.
“This mindset turns our farms into a ‘me too’ business, lacking differentiation and strategic value addition. To break free from this cycle, I urge all farmers to adopt proper record-keeping practices. Track every cost associated with each plot – inputs, labour, water, and even your time – and amortise these costs against your total harvest.”
Consumer loyalty
He further emphasised that the focus should be on earning consumer loyalty through value, quality, and consistency, rather than relying on default or protectionism. “Our farms must become symbols of efficiency and reliability, producing at a standard that not only meets local expectations but also competes favourably with imported options,” he said.
Anderson concluded by stressing the importance of embracing a professional business mindset in agriculture.
“We must understand our markets, value our customers, and create products that inspire loyalty,” he said.
He further stressed that farmers should adopt the mindset of business professionals, recognising that agriculture is both a science and a business.
“[We should] understand our markets, value our customers, and create products that inspire loyalty,” Anderson said.
“Together, we can build a stronger agricultural sector – one where our farms are not just surviving, but thriving as competitive businesses in the global marketplace. Think long term. Think sustainability. Think business,” he concluded.
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