Dear Editor,
The deferment of the management shake-up at GuySuCo could well be a blessing if it enables the sugar industry’s stakeholders as well as its critics to analyse soberly why 2008 production was so disappointing. Per-haps, they may even make some New Year resolutions for a more informed and positive view of this vital activity.
It would seem that whenever there is a news item about GuySuCo, there are a flood of Internet comments, mostly from overseas-based Guyanese. Some of these comments are smart and perceptive, others I regret to state, are devoid of constructive merit.
One promising aspect, however, is the great ease with which the Internet has facilitated an exchange and even the shaping of ideas, and I have accordingly wondered whether the Guyanese diaspora which professes a love for the homeland, cannot mobilise its efforts in the manner I describe below.
There does not now appear to be a great deal that can be expected in respect of the EU price for bulk raw sugar. Even the excellent packaged Demerara Gold is subject to individual choice for our Caribbean neighbours. But for Guyanese living in the USA and Canada and elsewhere, a preference based on patriotism could ensure that Demerara Gold could be the only brand chosen for the kitchen and breakfast table, even though competing brands may be less costly. Guyanese owners of eating-places as well might ensure the prominence of Demerara Gold. Guyanese as a whole might indulge in some unofficial sales pitches to persuade their non-Guyanese friends and colleagues to switch from sweeteners to the ‘real thing.’
I do not know for sure whether GuySuCo’s own marketing efforts are presently directed at the Guyanese North American diaspora for example, and there may well be something going. But Internet cross-communication by individuals, as with SN, may help.
We often hear that as many Guyanese who live in Guyana itself, live ‘outside,’ − the substantive Guyanese diaspora. It used to be said that sugar consumption in a developed country was 40-50 kilograms per capita per year, but this of course included sugar used in manufacturing. But even if the actual crystal sugar used in tea, coffee, cereal, home-made drinks, etc, was taken as 25 kilograms per capita per year, this is a market demand of more than 15,000 tonnes annually.
When the New Skeldon sugar factory gets going in the New Year, some of the ‘hi-tech’ sugar coming off the line could be packaged and imaginatively marketed as, say, Corentyne Crystal, or even as Skeldon Sparkle. The sugar will probably look and taste the same as the conventional product, but what a powerful symbol and conversation piece it would be among the Guyanese diaspora and their North American offspring.
Yours faithfully,
Josh Ragnauth
This letter appeared in the comments on the Stabroek News website.
Great idea. I brought back some of our sugar 4 years ago. My Polish friends were extremely delighted with it and said ‘it was much better than the Cuban, brown sugar’.I’m not au fait with Guyana’s arrangements regarding their exports to the EU, but I would be open to aid in looking for potential distribution channels in Poland. I think it’s a perfect moment to exploit the ‘ natural food and healthy food trends’ now appearing in the new EU member countries. People here strongly believe, that brown sugar is healthier.My email details are known to the administrators of this site. As an old Guysuco boy, I’d be really happy to help.
I think many of the diaspora do so already. Speaking for those Guyanese I know personally in Canada, I can vouch for their proclivity to buy Guyanese products. The issue in some cases might be identifying which products are actually Guyanese (as opposed to those merely trading in on a name like ‘Demerara’) so one can buy them. Better marketing is probably key, as Mr. Ragnauth recommends.
I will agree with Mr Ragnauth that we need to promote our package sugar,Demerara Gold much more to our overseas markets, especially in the United States and Canada.
The marketing Department of Guysuco needs to use our overseas mission more to promote the brand of Sugar.We can even diplay this Sugar at our missions.
Vasimul Khan
Good idea, and i now know heads are reading what we say on these blogs.
Hey “Josh Ragnauth”! You have said inter alia; “[...One promising aspect, however, is the great ease with which the Internet has facilitated an exchange and even the shaping of ideas, and I have accordingly wondered whether the Guyanese diaspora which professes a love for the homeland, cannot mobilise its efforts in the manner I describe below.
There does not now appear to be a great deal that can be expected in respect of the EU price for bulk raw sugar. Even the excellent packaged Demerara Gold is subject to individual choice for our Caribbean neighbours. But for Guyanese living in the USA and Canada and elsewhere, a preference based on patriotism could ensure that Demerara Gold could be the only brand chosen for the kitchen and breakfast table, even though competing brands may be less costly. Guyanese owners of eating-places as well might ensure the prominence of Demerara Gold. Guyanese as a whole might indulge in some unofficial sales pitches to persuade their non-Guyanese friends and colleagues to switch from sweeteners to the ‘real thing.’
I do not know for sure whether GuySuCo’s own marketing efforts are presently directed at the Guyanese North American diaspora for example, and there may well be something going. But Internet cross-communication by individuals, as with SN, may help...]”
Since you have so described the “internet” as a medium of “information sharing” and “development of ideas”… then, why does GuySuCo not use the “internet” as one of its marketing tools.
BTW, how many “Guyanese” from the “DIASPORA” benefited from contractual arrangements with GuySuCo over the years as the Chinese and British might have?
How about providing Stabroek News (SN) and Guyana Tribune ( http://www.GuyanaTribune.com ) with some Advertisement Revenues!!!
Also, Are there any more “free” lunches still in the world?
(Lack of creative marketing, lack of initiative and a lack of leadership) There is no advertising (marketing) of Demerara sugar in England, GuySuCo and (imitative) the stakeholder cannot ask us to sell our product verbally; we need (leadership) someone who knows work market.
One more thing, how come when I buy brown sugar in Guyana the quality is rubbish and the price is more than the white sugar next to it?
I believe that Guysuco’s management should take full responsibility for the situation its in. Last August I personally went to Guysuco’s marketing department with the hope of getting some business going. I was given this “official” rethoric on how they want it done. Look, I wasn’t trying to get anything on terms I was going to purchase everything cash. I would do my own distribution and marketing…they had nothing to lose. I know many Guyanese(and non guyanese) would definitely use this product…So what is better marketing for them??
And that is the problem mark, all the forward thinking people reside abroad.
This regime is operating in a soviet era mentality. They could not find their faces in a dark room, muchless market on a global scale.
Look at Jagdeo’s economics — all soviet thinking. Is there any wonder why everything is crumbling around them.
The Politburo reigns supreme!!!
How about the GuySuCo marketing department, in collaboration with GY online newspapers, develops a marketing strategy for their products that is totally focused on the North American Market?
Good idea! And, We will be ready to “collaborate” with them whenever they are ready!
Coming Soon.
http://www.GuyanaTribune.com
Guysuco has to do the marketing to the diaspora not the other way around. I am using substandard brown sugar and have seen equal quality rice in Guyana. Where is the Guyana rice and sugar in the US market place. (I live in TX) I am seeing salted banga mary coming from Surinam and I have seen better quality on the shelves in GT. I am of the impression that if our leaders have not worked and lived at least 5 years in the US of Canada their imagination would be limited. No amount of reading or coming over for short holidays can get one to feel the pulse of the business culture in these nations.