Monday 1 June, 2020

Griffith: Time to make Chefette an international brand

Devin Griffith.

Devin Griffith.

Chief Executive Officer of G&A Communications Inc, Devin Griffith is of the view there are a number of local brands and services which could possibly rake in millions of dollars if they were to set up shop outside of the region.  

Griffith, a marketing expert, shared these comments with reporters on the sidelines of a breakfast seminar hosted recently by G&A to educate businesses on "transmutable innovation".  

He said there is a definite demand for Barbados’s products and services as far as Asia and even Africa.  

Favourite, fast-food restaurant Chefette was one such brand Griffith believed would flourish internationally as well as Farmer’s Choice and other food retail brands.  

He said it was time for businesses to do away with the mentality that it was impossible for small brands to cross over into international markets.  

“Technology really allows us to market our products and services anywhere. Maybe we are not prepared to take that leap of faith and go beyond... there are so many brands and organizations here that have reached a stage of maturity.... It means we have to deploy growth strategies.” 

Griffith stressed it was time to push innovation to the next level. This could be done, he explained by the use of “big data” and unique marketing strategies.  

In that way businesses could “develop global brands that can penetrate markets across Europe, across the African continent [and] even Asia where there is huge potential and a lot of spending power.” 

Griffith added it was time for local businesses to take full advantage of trade agreements under the Caribbean Single Market and Economy (CSME) and the European Union and hopefully government could pass legislation which would enhance international trade agreements.  


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