Clarke: Save foreign exchange, buy local

WE can supply them!

 

That’s the assurance given by Managing Director of Star Chick Limited, Wendell Clarke, when asked to give his take on the contentious move to import chicken into the island and the impact that it could have on the industry.

 

His comments came during a Rebranding Launch and Mingle event held at the Radisson Aquatica Resort, yesterday morning, of his egg and poultry production company located in St. Lucy.

 

According to Clarke, “I don’t see the need for it. I don’t understand the reason behind it. Years ago when I was on the Board, they said they would bring in chicken wings primarily to satisfy the poor people in the island.

 

“However, today as you would see, the price that those chicken wings are being sold on the market are a lot higher than what the local producers are producing for. So I no longer see that as the reason.”

 

The businessman said buying local would also protect the island’s foreign exchange. “You have a vibrant poultry industry, capable of supplying all the local needs, that you would save that foreign exchange when it could be imported locally. That is from a layman’s point of view; I’m not an economist, I am not a politician,” he said.

 

“I hope Mr. [James] Paul would be able to talk to his colleagues to encourage them to stop from bringing them in. We don’t need them here. We can supply them,” he reiterated, highlighting the steps taken by the 20-year-old company to adopt a fresher look and more innovative approach to doing business, with an emphasis on producing a premium poultry product.

 

It is against this backdrop that it was revealed that the company will take the company forward on a more socially and environmentally sustainable path in an effort to better serve its stakeholders.

 

According to Clarke, the company will be phasing out Styrofoam packaging to be replaced by biodegradable materials and going forward, it will also introduce more environmentally friendly products. The packaging will also carry the nutritional facts of the chicken.

 

The owner of the company, which has grown from one employee to over 100 over the past two decades, said even though the company is relatively small, it is a leader in a number of areas. This, he said, includes its recall system, which through a code can track each bird at every stage of its development, its feeding times, when it was slaughtered and the time and date delivered to the supermarket. He said this comprehensive recall system will ensure the greatest level of safety for the consumer. It was also noted that it is one of the only companies in the industry with HACCP certification.

 

Mark Hill of Sage Creative Consulting stressed the importance of branding, particularly as it relates to agricultural brands. He said the rebranding process also seeks to increase customer awareness and build on customer loyalty, with a focus on environmental sustainability.

 

“Going green is the future, and one way this will look for us is moving away from Styrofoam packaging, which we know can have a disastrous impact on marine life if it finds its way into the sea,” he said.

 

It was also revealed that greater emphasis will be placed on the company’s core values of wisdom, leadership, and workplace safety, with a thrust toward helping others to improve their health and well-being through fitness. The company also intends to increase its visibility by having a company-branded vehicle to enhance its distribution reach. (JH)