Kiss boss: TT products can compete against global brands

A top executive of the Kiss Baking company believes that locally manufactured products can go toe to toe against global brands. “Many of our products are winning awards and proving themselves equal to or better than some of the world’s most prestigious brands,” Rene de Gannes told members of the business community  at the launch of the TTMA’s  “100 percent TT Tried and True” launch at TTMA headquarters in Barataria last week. But like all newly-independent territories, he felt that “we need to develop a sense of self and the self-confidence and self-security about TT’s manufactured goods and services.” “We are world-class, and we are in the business of manufacturing world class products,” he stressed. “Understand that when you pick up a quality product made in San Juan or Barataria or Chaguanas, you are investing in the future of Trinidad and Tobago, so be discerning with your purchasing power,” he said. He urged members of the public to use their purchasing power wisely.

“Everything that the citizens of Trinidad and Tobago need to survive, thrive and ensure the immediate and future development of home, family and community, is made available right here in TT,” he said. De Gannes, who is also Chairman of the Marketing Committee of the Trinidad and Tobago Manufacturers’ Association (TTMA), said many of the country’s indigenous brands are not only of world class standard, but are the market leaders. “Additionally, many of those that are the preferred brands of your everyday existence are also making their way into markets overseas,” he added. De Gannes, an executive of the Kiss Baking Company,  said the 100 percent Tried and True campaigna is designed to serve as a reminder that Trinidad and Tobago can supply its own needs. “We can be self-supporting and sustainable, and more importantly, proud of our locally manufactured goods,” he said. Samples of many of the locally-produced products were on display at Thursday’s launch of the “Tried and True” exhibition.

De Gannes said, “Many of the products that are locally-manufactured, compete most favourably within regional markets, and with the right market penetration strategies, can very well compete in the global marketplace. He said 18 months ago, in the midst of discussions of the effects of the Free Trade Area of the Americas (FTAA),, the TTMA  perceived that it needed to be more proactive in defence of its businesses, in safeguarding the security of supply of basic commodities for local consumers and in maintaining and managing the diversity of industries away from the strong and aggressive monoculture that is the energy sector, in order to provide employment, as well as the models of new enterprise. “We also agreed that it was necessary to find the right vehicle to sensistise TT consumers about the threats and effects of globalisation,” he noted The Tried and True campaign, he said, is the platform to address such  challenges.

De Gannes then outlined the objectives of the campaign:
*To position locally-manufactured products as quality, trusted brands that are equal to or even better than any alternative imported brand;
*To encourage the continued purchase of locally-manufactured products
*To increase brand loyalty;
*To win the support of members of the manufacturing sector, particularly members of the TTMA and to win the support of the business community.

He said the challenges which TTMA members faced were many and varied, but with creative thinking and collective efforts, they could chart their own destiny. De Gannes made it clear that local manufactured brands were part and parcel of consumers’ lives. “Locally-manufactured products compete head to head with imported brands.  We are fortunate to enjoy local brands that are market leaders in several product categories. “Choose and consume T and T brands, because you know them, you trust them and you have been using them with great satisfaction for a number of years, and they have all performed to your required standards. “Choose TT brands, because you are proud, and use your preference to build the diversity and strengthen the competitiveness of the myriad of indigenous products,” De Gannes added.