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GraceKennedy Belize Limited

believes that one way in which the company differ-

entiates itself from the competition is in its aggres-

sive marketing programs. “We have a force of about

six to eight people merchandising our products in

stores, every day,”he states,“and we do a lot of sam-

pling and a lot of promotional activities.”But he also

admits that the Grace Brand name often sells itself.“It

still has a lot to do with the consistency of our prod-

ucts, over time. People have grown to know our brand

because of the key products that we have.”

“We also have an extremely good relationship

with our customers.” Graham adds. “We engage our

customers and consumers on a continuous basis

to try and identify unmet needs. And where we see

opportunities for us to improve on our services, im-

prove on the products that we are offering, or offer

new products, we will take advantage of those

opportunities. And we are very big on quality

–50 percent of what we distribute is actually

manufactured in our own factories, and all of

our factories operate under international food

safety standards.”

As GraceKennedy Belize celebrates its 35th

anniversary, Graham lays out some of the com-

pany’s ongoing practices as well as some of its

future goals: “One of the things we are look-

ing at is how we can improve efficiency and

productivity using information technology for

market intelligence –how we can gather and

process information within a relatively short

period of time. And we’re looking at opportuni-

ties to improve our field-force effectiveness. In

the next five years, certainly, growth is on the

top of our agenda.We want to continue to grow

and remain relevant to our consumers.We want

to double the size of our business in terms of

revenue and profit.We want to do that through

expansion of the range of products that we are

offering.We want to stay abreast of the current

trends; we know that consumers are becoming

more and more health-conscious, so one of the

things we’re looking at is to try and ensure that

our products meet those needs.

“We also want to continue to partner with

other strategic partners in terms of what prod-

ucts we distribute, and so we are constantly

looking for new partners who have winning

products that we can win with. GraceKennedy

gilroy

graham

executive

director