The United States controls 100 percent of the market for bulk commodities such as wheat, rice and corn imported into Jamaica and intermediate products such as soybean meal, sugar and products. For consumer oriented products the U.S. is the sole supplier of poultry parts, eggs and products and supplies over 90 percent of the market for sugar and products and red meats. In general, consumer attitudes towards U.S. products are positive. With a strong North American influence, products designed for the U.S. market are readily acceptable to the Jamaican consumer. Jamaica has been working towards adopting international standards and therefore regulations on labeling, quality standards, etc.
Importers see the United States as a reliable supplier of quality products.
These competing countries undertake only limited marketing activities. Of the total amount spent on advertising by Jamaican companies in 1995 about 10 percent was spent on food products with television being the preferred media. This amount covered advertising for both locally produced and imported foods. In cases where imports are perceived to be a threat to either, the highest allowable import duties are applied. For agricultural items duties are leveled at the higher end of the CET scale.