Promotional campaign for small manufacturers who supply Massy Stores
May 25th, 2021
Several small manufacturers who supply Massy Stores will receive a leg-up from the company as part of a new promotional effort that aims to augment consumer awareness of local brands.
As the island’s largest retailer and supermarket chain Massy Stores has long expressed its commitment to “fostering mutually beneficial and ethical relationships with suppliers”. With the country focused on economic recovery amid COVID-19 challenges, Massy Stores Saint Lucia seeks to emphasize the necessity of supporting local businesses and building economic resilience by increasing domestic market share for local manufacturers.
Division Head for Merchandising, Local Supplier Relations and Sales, Mrs. Linda Augier, said the promotional effort will highlight the stories of twelve selected small and medium-sized local manufacturers and their products.
“At Massy Stores Supermarkets, we work with many small and medium-sized suppliers, young people with great ideas who want to start a business and have recognized the dearth in the market for certain products. So, we provide guidance in terms of what products we are looking for,” Mrs. Augier said. “We believe that we owe it to the public to offer Saint Lucian products and we want to encourage the growth of Saint Lucian manufacturers and suppliers.”
This latest promotional strategy was influenced by the “Love Saint Lucia” buy local campaign of Saint Lucia’s Ministry of Commerce, which aims to increase public awareness and widen the market reach of local producers, boost local consumer spending, and harness the circular flow of income for national development.
Mrs. Augier said the renewed buy local thrust afforded the company an opportunity to review relationships with its local supplier base and provide more targeted support to small and medium-sized operators with potential to scale.
The campaign entitled “Because we Care” seeks to leverage the Buy Local thrust by giving increased visibility to the selected small and medium sized suppliers. The focus will be on telling their story, promoting confidence in their product and ultimately helping to boost the local economy. The promotional campaign will be highlighted through a range of promotional networks, including social media, You Tube and print communication in that regard.
Mr. Leo Alexander, owner of Chem Solutions Ltd, is one of the twelve (12) small manufacturers to be highlighted, said the support of Massy Stores Supermarkets has allowed his company to focus on product development, deepen its product line, and widen its customer base.
“This business venture was my dream. We started with blue soap production by hand. At that time, I would go to the market every Saturday morning to sell my products,” Mr. Alexander said. “As a supplier for Massy Supermarkets, I no longer devote so much time to sales. Recently, Massy called to inquire about additional products so we looked into the production of bath soaps and carbolic soap, which we are on the verge of launching. The opportunity for expansion now exists not only domestically, but also for export.”
Jacintha Regobert, owner of Regodolls Spice, manufacturer of herbal teas and local spices, said: “Without Massy Stores’ partnership, I don’t know if my business would have survived through the COVID-19 pandemic. Massy has helped my business to grow and gain exposure, and I feel a sense of accomplishment when people ask where they can find my products, and I am able to say at all Massy Supermarket outlets.”
These uniquely Saint Lucian products are all natural and can be found at Massy Stores Supermarkets island wide!