Overview

Jamaica’s food and beverage market represents strong business opportunities for U.S. suppliers, particularly since the island’s tropical climate and diversified topography incentivize the production of crops that differ from those grown in the cooler climates of the United States. 

The United States remains Jamaica’s principal trading partner. Despite U.S. agriculture’s strong presence in the local market, opportunities still exist to expand market share. Lack of market access for U.S. pork, high duties on beef, poultry, and rice, and the discretionary use of import licensing continue to limit market expansion for U.S. products.

According to the Statistical institute of Jamaica (STATIN), the total value of food and beverage imports to Jamaica in 2024 totaled $1.3 billion with approximately 40 percent supplied by the United States. Approximately 60 percent of food imports are destined for the hotel, restaurant, and institutional (HRI) sector, while the remainder are channeled to consumers through retail outlets, such as supermarkets, convenience stores, and small “mom-and-pop” shops. 

In 2024, Jamaica experienced shortages of several food items such as cabbage, callaloo, sweet peppers, yams, plantains, and cassava, primarily due to the severe impact of Hurricane Beryl and prolonged drought conditions. The weather events significantly affected local agricultural production, leading to decreased supplies and higher prices for consumers.

Table: Total Agricultural Market Size

(Total market size = (total local production + imports) - exports); *N/A indicates no data is available

Source: Statistical Institute of Jamaica (STATIN)

Grains & Soybeans

Wheat flour is a key staple food ingredient in Jamaica, where per capita consumption of flour and flour-based products ranks among the highest in the world. This makes Jamaica an important market for U.S. wheat suppliers. The country has two milling facilities, both with significant U.S. company ownership. 

Exposure to U.S. culture has created demand for U.S. products, including breakfast cereals. This combined with the trend for a healthier diet has led to increased consumption of breakfast cereals and non-dairy beverage substitutes (e.g. soy and almond beverages) which are higher priced and compete in higher-income consumer segments where quality is the key driver. In contrast, breakfast cereals from Trinidad and Tobago, a leading supplier, dominate the lower-priced category.

The demand for soybeans, soybean meal, and coarse grains is largely driven by the livestock sub-sector, particularly the poultry industry. Imports of these products are expected to remain strong as Jamaican demand for poultry is high, with chicken remaining the primary source of protein.

Fruits & Vegetables

Imported fruits and vegetables continue to be popular, as demand within the hotel, restaurant, and retail sectors remains high. Importation of certain fruits (e.g. apples, pears, strawberries, plums, and kiwis) and vegetables (e.g. broccoli, asparagus, spinach) is expected to continue to grow as there are few suitable areas to successfully cultivate these crops in Jamaica. However, other imported products, such as tomatoes, carrots, cabbage, melons, lettuce, and other fresh produce that compete directly with local products are less competitive, and Jamaica’s Safeguard Act of 2001 further advantages local producers. Imports of these products, however, can increase during periods of shortages. Imported garlic and capsicums will remain competitive since local production is limited.

Meats

Demand for high-quality beef cuts comes primarily from the hotel industry, especially since high tariffs play a key role in limiting per capita beef consumption among Jamaicans. Jamaicans are, however, one of the highest per capita consumers of chicken in the Caribbean. Chicken is primarily produced locally due to high import duties, although necks and backs enter duty-free. Goat meat is also a principal component of local cuisine. Although mutton and goat imports have been growing in importance among Jamaicans, the market remains price sensitive.

For the past three decades, Jamaica has banned the importation of U.S. fresh and frozen pork, citing phytosanitary concerns related to the porcine epidemic diarrhea virus (PEDv) and Pseudorabies (PRV). Currently, only imports of processed U.S. pork products, such as canned meats, that have been “hermetically sealed” are permitted.

Alcohol

The demand for wines and distilled spirits in Jamaica is driven by the hotel and restaurant sub-sector. The prevalence of all-inclusive hotels in Jamaica favors low-cost wine suppliers, a category that generally excludes U.S. wine producers. In recent years, U.S. brands have made small gains in market share, with an expected increase in consumption of U.S. wines in the medium to long term. The United States competes with European producers in Jamaica’s sparkling wine market, and with producers from Australia, Europe, and South America in the market for other wine products.

Jamaica imports over one million liters of vodka, brandy, gin, and other spirits yearly. The Jamaican consumer generally has shown a preference for local rum over imported spirits. Heineken N.V., which owns locally produced Red Stripe beer, is the dominant player in beer, offering Heineken and Guinness as well. High import duties on alcohol inhibit U.S. competition with domestic producers of beer and spirits.

Prepared Snacks

Trinidad and Tobago and Barbados are major suppliers of snack foods to the Jamaican market, and benefit from duty-free access due to the CARICOM single market. However, U.S. products compete on quality and brand recognition and grocery stores and hotels carry U.S. brands to satisfy guests’ expectations.

Labeling of imported products

The Bureau of Standards Jamaica (BSJ) develops and implements Jamaica’s labeling regulations for imported food products as stipulated under the Standards Act. The Act gives BSJ the legal authority to grant exemptions from any portion of the labeling requirements when there are labeling violations. If such exemptions are granted, it is compulsory that the products be relabeled to meet compliance prior to retail distribution. 

All products exported to Jamaica should be labeled in accordance with the general labeling principles and any applicable commodity-specific requirements prior to arrival at the port of entry. The labeling standards are enforced at ports of entry and at the retail level. Labels for imported products must be submitted to the BSJ for approval prior to exporting to Jamaica. Breaches of the labeling standards may result in the withdrawal of products from the retail shelves or detention at the ports of entry. More information on labeling guidelines can be found at: https://www.bsj.org.jm/guidelines-labelling. 

Opportunities

Jamaica’s domestic agriculture sector faces challenges in its ability to produce significant quantities of consistent high-quality agricultural goods. There is opportunity for U.S. exporters to expand their footprint especially towards the hotel and restaurant sector, which values quality and consistency of supply, but is extremely price sensitive. 

There is also potential for growth in agriculture and agro-processing equipment and services. Locally sourced and sustainable products are gaining traction, and export possibilities exist in this sector. Jamaica’s agriculture policy seeks to diversify the production of agricultural goods to build self-sufficiency and food security, promote exports, and service the growing tourism industry There are opportunities in agricultural innovation and supply chain development to address these goals. The Jamaica Promotions Corporation (JAMPRO) facilitates investment in products identified as strategic, including yam, turmeric, Irish potato, sheep, cocoa, coffee, pineapple, onion, ginger, and honey.

For more on Jamaica’s agricultural situation, please reach out to USDA’s Foreign Agricultural Service at OAAKingston@usda.gov.