Dear Editor,
Key to the resolution of any woes to one of the bedrock industries in Guyana is the commercialization of our premium quality sugar. A clear, effective and executable brand building plan, which allows for margin expansion and increases the appeal of our products in the premium sugar segment needs to be quickly developed.
Such an undertaking would also help set the strategic priorities for industrial and employee investments, as these priorities would be based on competitive requirements that are both market and consumer driven. An emphasis on expanding into adjacent premium value added sugar-based products should also be pursued to ensure brand building efforts have a multi-pronged opportunity to increase margin capture.
With a focused commercialization effort in the near term, resulting gross margin increases would reduce pressure for immediate industrial improvements and help fund future needed investment and possible expansion of GuySuCo. Consideration of only operational gains will limit the profitability expansion possibilities.
Yours faithfully,
Jamil Changlee
