Refreshing brand Belize

A couple years ago (I think it was January 2021) I wrote an article about exporting and leveraging brand Belize to achieve better levels of economic development and to improve Foreign Direct Investments (FDI). My argument then was that Belize's export performance was sub-par and was not delivering the level of economic development that the country needed. Part of this had to do with the sectors which anchored Belize's export performance and terms of trade - the main ones, sugar and bananas, though significant export earners for Belize, were declining sectors in the global economy. In short Belize, needed to diversify its economy and to do so by supporting the development of new economic sectors: sectors that supported the transfer and diffusion of technology; that reinvigorated Belize's agricultural sector and supported tourism; that provided new opportunities for jobs and investments; sectors that were leading growth sectors.

I recently facilitated an inward trade mission from Trinidad and Tobago to Belize that involved twenty three companies from their manufacturing sector and this was supported by that country's manufacturer's association, exporTT (their main export development agency), the ministry of trade, and T&T's Honorary Consul in Belize. Our role was to identify and organise business-to-business meetings with local companies. The Ministry of Foreign Trade and Investment of Trinidad and Tobago accompanied the mission and had official meetings with several ministries and agencies including the ministry of agriculture; BELTRAIDE; and the Belize Chamber of Commerce and Industry. My understanding is that the mission was a huge success for Trinidad & Tobago: at least seven of their manufacturer's secured orders and several others have orders in the pipeline. Kudos to the companies that secured contracts and established new business and commercial relationships.

Trinidad and Tobago is recognised as one of the leading economies in the Caribbean (and CARICOM) regions. I can see why that is - they are actively promoting the exports of their manufactures and services. This is an import element of brand Trinidad - of building recognition about Trinidad and about delivering a Trinidadian experience through the products from their manufacturers. This arguably contributes to the country's productivity and growth and I believe is important to attracting Foreign Direct Investments (FDI). This type of economic activity, alongside changes in domestic policy and practices, has undoubtedly helped Trinidad improve its global competitiveness ranking from its lowest point in 2009 to a global rank of 78 out of 137 countries in 2018/2019.

So if Trinidad (and Barbados as well as Jamaica) can engage in this type of organised promotion of its brands), why not also Belize? Belize has a number of products which in my view are capable of competing on the global market: Marie Sharps' pepper sauces and Aunt Lisette's Secret Sauce could be import brands in the global hot pepper (sauces) industry. They can and do hold their own every time and every where. There are other products from Belize that can also do well, especially in niche markets: Traveller's Kuknat rum has the potential for outselling any other coconut rum on the global market (that's my opinion and I also believe it is the company's best product). Belizean coffee; Belizean cacao and chocolate (the latter already has a former success story in Green & Gold which I understand sold to Cadbury for millions a few years ago) are also potential. At one point, I thought that Belizean shrimp had the potential for being a market leader but this needed for a few things to come together (for the stars to align so to speak), including using country branding approaches (e.g. "Belize shrimp" or "Stann Creek shrimp" - I remember suggesting this to a stakeholder from the industry but I guess the industry decided to move differently. A missed opportunity?)

In our global economy, consumers are used to seeing products from every corner of the world in their local grocery stores and retail shops. These overseas products—or imports—provide more choices to consumers. They also raise the curiosity among buyers about the country of origin of the products and this could translate into some new visitors. Getting the flagship brands of a country on to the international market is a part of a country's soft power and Trinidad & Tobago, as well as Barbados and Jamaica, know this and have learnt to leverage this opportunity to the country's advantage. Not to mention the benefits to the exporters - imagine how much more sales Marie Sharps, Aunt Lisette, and Travellers could obtain if they were to be supported with broaching new markets abroad. What's more, this would have a positive 'pull' effect on the way other products from Belize would be viewed (at least initially - other products would still have to live up to their brand promises).

A country's products have a way of communicating characteristics about it. This usually relates to the experience a visitor to the country may have or, often, a story that makes others curious about the country - its culture, people, and tradition. As I already noted, this sometimes can lead to people wanting to visit. I think it is time to refresh brand Belize. By this I am not suggesting changing the brand (branding is after all about the experience - this is why Tabasco and Coke are globally recognised brands and why they outsell competitors: they deliver consistent experiences to consumers). What I am suggesting though is that it is time for Belize to leverage the experience delivered by its flagship brands (e.g., Belikin, Marie Sharps, Aunt Lisette's, and Travellers' Kuknat Rum) for communicating more fully the Belize experience. Ideally this should involve supporting getting these brands (and others from Belize) into regional and international markets. BELTRAIDE could and should play a leading role in any such efforts and it could learn best practices from JAMPRO, exporTT and TTMA in this regard. The embassies could also play a more active role to this end ...

Pupa Curly once sang that "Belize nice, it's a paradise..." For those of us from Belize we know this, and for the many that have visited our shores they have experienced this niceness ... our laid back way of living, our kindness and open arms, our food, culture, music, drinks, and products. It is all part of the Belize brand experience (though we must avoid conflating kindness for quality - the two are not fungible). It is time Belize refreshed its brand. It can do so, in part, by promoting internationally the many products we have on offer. At least that is my thinking ...