Final Report NCCRP Baseline Study TEF/JBDC

2013 BASELINE REPORT: STUDY OF THE CRAFT SECTOR ON THE NORTH COAST CORRIDOR NORTH COAST CRAFT REVITALIZATION PROJECT

Prepared and Submitted by: Jamaica Business Development Corporation 14 Camp Road, Kingston 4 Jamaica Tele: 928-5161-5 Email: info@jbdc.net Website: www.jbdc.net

List of Plates Plate I

Craft Producers at their workshop in Cambridge St James

Plate II

Craft Producers displaying their wares in Coopers Pen Trelawny

Plate III

Typical Tools shared by craftsmen in Mt Zion St Ann

List of Charts Chart 1

Organizations Recognized as Assisting Craft Producers

Chart 2

Additional Products Desired by Craft Producers in St Ann

Chart 3

Additional Products Desired by Craft Producers in Trelawny

Chart 4

Additional Products Desired by Craft Producers in St James

Chart 5

Diversity of Customer Base – All Producers

Chart 6

Methods Used for Keeping Records of Earnings

Chart 7

Methods Used for Keeping Records of Expenses

Chart 8

Methods Used for Keeping Track of Expenses

List of Figures Figure 1

Core Business Processes for Aboriginal Art (Simplified)

Figure 2

Core Business Processes for Leather Craft (Simplified)

Figure 3

Core Business Processes for Needle-craft- Dressmaking (Simplified)

List of Tables Table 1

Average Age of Proprietor by Sex and by Parish

Table 2

Average Number of Employees per Producer Organization

Table 3

Knowledge of Organizations or Groups that Support Craft Producers

Table 4

Assistance from Organizations that Support Craft Producers

Table 5

Nature of Assistance Received From Support Organizations by Parish

Table 6

Requirement for Additional Support by Parish

Table 7

Expected Impact of Additional Support – St Ann Producers

1

Table 8

Expected Impact of Additional Support – Trelawny Producers

Table 9

Expected Impact of Additional Support – St James Producers

Table 10

Producer/Employee Skills for Craft Producing Organizations (that employ workers)

Table 11 workers)

Producer/Employee Skills for Craft Producing Organizations (that do not employ

Table 12

Frequency Table for Skills Required in the Parish of St Ann

Table 13

Frequency Table for Skills Required in the Parish of Trelawny

Table 14

Frequency Table for Skills Required in the Parish of St James

Table 15

Craft Items by Product Group

Table 16

Product Profile of Craft in the Parish of St Ann

Table 17

Product Profile of Craft in the Parish of Trelawny

Table 18

Product Profile of Craft in the Parish of St James

Table 19

Years in Operation for the Typical Craft Producing Organization

Table 20

Future Products Desired by Parish

Table 21

Major Challenges Foreseen to Launch Future Products (St Ann Producers)

Table 22

Major Challenges Foreseen to Launch Future Products (Trelawny Producers)

Table 23

Major Challenges Foreseen to Launch Future Products (St James Producers)

Table 24

Tools and Technologies Used to Make Products

Table 25

Adequacy of Current Tools for the Undertaking of Production

Table 26

Tools and Technologies of Craft Producers by Product Group

Table 27

Market Segmentation for Craft Producers by Parish

Table 28

Distribution Channels – St Ann

Table 29

Distribution Channels – Trelawny

Table 30

Distribution Channels – St James

Table 31

Marketing Methods Used by Parish

Table 32

Level of Export of Craft Items by Parish

Table 33

Price Determination Methods by Parish

Table 34

Average Revenue and Expenditure Reported by Craft Producers by Parish

Table 35

Craft Producers who have a Designated Bank Account for their Business

2

Table 36

Where Money is kept when there is no Bank Account for Business

Table 37

Number of Businesses and Registration by Parish

Table 38

Overall Level of Education of Craft Producers

Table 39

Education Level of Staff Members

Table 40

Ability of Craft Producers to Use a Computer

Table 41

Number of Craft Producers who desire Computer Training

List of Acronyms JAMPRO

Jamaica Promotion

JBDC

Jamaica Business Development Corporation

TEF

Tourism Enhancement Fund

UK

United Kingdom

USA

United States of America

List of Appendices Appendix I – Instruments Attachment I – Producer Questionnaire Attachment II – Focus Group Guide

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Table of Contents EXECUTIVE SUMMARY .......................................................................................................................... 6 1.0

INTRODUCTION ............................................................................................................................ 8

1.1

Background to the North Coast Craft Sector ................................................................................ 8

1.2

Objectives of the Baseline Study .................................................................................................. 8

1.3

Scope of Work and Deliverables .................................................................................................. 9

1.4

Technical Approach and Methodology ......................................................................................... 9

1.4.1

Work plan and Timelines .................................................................................................... 10

1.4.2

Geographical Areas Covered .............................................................................................. 10

1.4.3

Nature and Overall Behaviour of Respondents ................................................................... 10

1.5 2.0

Limitations .................................................................................................................................. 10 NORTH COAST CORRIDOR CRAFT SECTOR REPORT ........................................................ 11

2.1

Environmental Setting................................................................................................................. 11

2.1.1

Situational Analysis ............................................................................................................ 15

2.1.2 Screening Question A1 ............................................................................................................ 17 2.1.3 2.2

Demographic Description of Producers ........................................................................... 18 Membership Structure ................................................................................................................ 18

2.2.1

Leadership and Management .............................................................................................. 18

2.2.2

Employee Profile................................................................................................................. 19

2.2.3

Current Ventures ................................................................................................................. 20

2.3

Existing Skills ............................................................................................................................. 24

2.3.1

Craft Related Skills ............................................................................................................. 24

2.3.2

Other Skills ......................................................................................................................... 28

2.4

Products and Production Processes ............................................................................................. 29

2.4.1

Types of Products................................................................................................................ 29

2.4.2

Details of Operations .......................................................................................................... 34

2.4.3

Future Products ................................................................................................................... 37

2.4.4

Tools and Technologies ...................................................................................................... 39

2.5

Markets ....................................................................................................................................... 41

2.5.1

Current Markets and Targeted Customers .......................................................................... 42

2.5.2

Distribution Channels ......................................................................................................... 43

2.6

Marketing Methods ..................................................................................................................... 44

4

2.6.1

Sales Strategies ................................................................................................................... 44

2.6.2

Exports ................................................................................................................................ 45

2.6.3

Pricing and Competitor Analyses ....................................................................................... 46

2.7

Finances ...................................................................................................................................... 46

2.7.1

Revenue and Expenditure ................................................................................................... 46

2.7.2

Financial Management ........................................................................................................ 47

2.8

Support Services ......................................................................................................................... 50

2.8.1 2.9

Legal Status of Business ............................................................................................................. 50

2.9.1 2.10

3.0

Permits and Licenses ........................................................................................................... 50

Registration ......................................................................................................................... 50

Business Development ................................................................................................................ 51

2.10.1

Extent of Business Formulation .......................................................................................... 51

2.10.2

Literacy and Numeracy ....................................................................................................... 51

2.10.3

Previous Exposure to Business ........................................................................................... 52

2.10.4

Computer Literacy .............................................................................................................. 52

CONCLUSION ............................................................................................................................... 54

PLATES ...................................................................................................................................................... 55

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EXECUTIVE SUMMARY The current situation with respect to craft producer organizations on the North Coast Corridor is one which sees the following: 1. They are predominantly micro-producers who operate on a small scale having, businesses which are predominantly unregistered (with the Companies office of Jamaica).

2. The craft producers represent strong personal and business ties which have endured sometimes for more than a generation within communities. However these relations have not yet been formalized into advocacy groups in order to minimize the current common challenges faced in the sector.

3. Training is in many cases informal (and strongly linked to personal talent) and there are no industry-wide standards within which craft producers (in their various trades) operate.

4. Products made are done under highly labour intensive conditions.

5. There are high transaction costs in some cases especially that of transportation of goods and raw materials.

6. The industry has a plethora of small firms which struggle to expand based on financial constraints, lack of required training, machinery and tools. This poses a risk to the sector especially in current times of economic austerity.

7. The sector offers a significant opportunity to improve employment specifically youth employment.

Based on the field survey, the average craft producing organization, along the North Coast Corridor has been in operation for an average of approximately 20 years. This is almost half the life of the owner/proprietor who is on average 48.63 years. Information from the study shows that almost 70 per cent of such enterprises do not employ people. The average workforce size (mean) of these organizations is 3.1 persons (1.8 part time and 1.4 full time).

Employees are in many cases family members (e.g. spouses and children) who assist in the business or who are undergoing apprenticeship training. Additional staff is sometimes hired seasonally to do part time work in most organizations. The majority of respondents can be

6

deemed both literate and numerate with the average proprietor having acquired secondary level education (40 per cent). In addition 39 per cent have completed primary school and 9 per cent tertiary education. Assessment of workers in craft producing organizations shows that the average employee has 12.47 years of schooling (those who reported).

With respect to tools and technologies used these vary significantly by individual craft producer and also by type of craft being produced. Only 28 per cent of respondents stated that they used their hands only as 69 per cent of respondents stated that they used a combination of hand, machinery and other tools. Discussions with craft producers show that they would like more electrical tools to improve production.

The typical customer targeted by craft producers is a tourist as stated by 41 per cent of respondents. However more detailed analysis shows that producers cater to more than one niche market as evidenced by the fact that 24 per cent of respondents stated that they catered to more than three major markets.

The craft market is the dominant distribution channel followed by the use of contacts in hotels. The majority of respondents (54.5 per cent) stated in the questionnaire that they did not do any form of marketing advertisement marketing and/promotion. More than half of same stated that the major reason that they participate in no form of advertising, marketing and/promotion is due to the fact that they have a ready market and also their products (and in some cases their customers) are well known.

There is low exporting as less than 8 per cent of craft producers in the target area reported that they directly exported products. With respect to the pricing of goods, the dominant rationale for a final price is that of the cost of raw materials and the time taken to make the product (66.3 per cent of respondents). The size of the finished product (18.8 per cent) and prevailing market conditions (14.9 per cent) are also significant considerations.

Based on revenue and expenditure data given by craft producers the average organization shows that no profit is earned. In addition financial management data shows that there is also a lack of fiscal discipline existing in day to day management of these organizations. This is evidenced by high incidences of no records being kept and also the lack of a designated bank account for the business.

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1.0

INTRODUCTION 1.1

Background to the North Coast Craft Sector

The Jamaican Craft Sector is not only a significant aspect of the Tourism Industry but also a major aspect of economic activity across Jamaica. In many communities (especially those in and around the North Coast), this sector is a stalwart contributor to employment and creates backward and forward linkages. These linkages are not just to communities where there are craft producers but also those that provide raw materials and distribute finished products.

Notwithstanding this, the sector is far from maximizing its returns. There are now poignant issues related to quality of finish, distribution channels, access to markets, pricing, the influence of middlemen and traders and training. These are needed especially for the North Coast Corridor; including the parishes of St Ann, Trelawny and St James which are areas with internationally famous attractions.

It is within this context that the Jamaica Business Development Corporation (JBDC) and the Tourism Enhancement Fund (TEF) has commissioned a study of Craft Producers from the parishes of St Ann, Trelawny and St James. The project will seek to address the current shortfalls in areas such as product development and design; business and professional skills; marketing and market development

1.2

Objectives of the Baseline Study

This assignment provided baseline information of the target group to guide the development of the work plan for the North Coast Craft Revitalization Project. It provided current, accurate and relevant information regarding the size, location and areas of specialization of the craft producing sector in the target area. The study also examined the challenges faced by the producers and their needs.

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1.3

Scope of Work and Deliverables

The major requirements of the study included: 1. A comprehensive report on Craft Producers/Businesses within the target area. Report should provide adequate information as outlined in the Scope.1 2. A comprehensive database of craft producers and craft association in the target areas (St. James, Trelawny and St. Ann) including information such as: Contact Person Telephone / Email Address / Location Major Products / Services Major Business Constraints Skill Level Types of Assistance being received (if any) 1.4

Technical Approach and Methodology

The baseline database and comprehensive report was compiled from both primary and secondary data sources. With respect to secondary sources, past reports of a similar nature were collected and sourced and also community profiles from organizations such as the Social Development Commission (SDC).

With respect to primary data collection, the sampling technique used was purposive sampling. Primary data was collected mainly through direct discussions, interviews and field observations in the parishes of St Ann, Trelawny and St James.

The major instruments and

collection methods used were: 1. A direct six (6) page questionnaire was filled out by 101 craft producers from the parishes of St Ann (46), St James (31) and Trelawny (24). The majority of these questionnaires were executed through in-depth face to face interviews with five (5) done through telephone conversations.

1

Based on the Term of Reference [Section 3.2] the major areas required for research are: [a] environmental setting, [b] membership structure, [c] existing skills, [d] products, [e] products, [f] markets, [g] marketing methods, [h] finances, [i] legal status, [j] support services and [k] business development.

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2. Three (3) focus groups (each comprising five respondents) were kept for each parish being studied i.e. St Ann, Trelawny and St James on August 14, 2013.

3. Field trips to three (3) communities with craft producers ; Mt Zion in St Ann, Coopers Pen in Trelawny and Cambridge in St James.

4. A (non-coded) database in MS Excel was developed for the results of the 101 questionnaires Data analysis included both quantitative and qualitative methods. Typical quantitative methods included the employment of basic descriptive statistical methods while quantitative methods included the use of case studies, SWOT analyses and flow charting.

1.4.1 Work plan and Timelines The stipulated time for the assignment was four (4) weeks.

1.4.2 Geographical Areas Covered Field trips took place over the period August 12 to 15, 2013. These were in the subject parishes of St James, Trelawny and St Ann inclusive of direct visits to communities with craft producers in all three parishes. These included Mt Zion district (St Ann), Coopers Pen (Trelawny) and Cambridge (St James).

1.4.3 Nature and Overall Behaviour of Respondents Respondents showed willingness to being interviewed and contributed to frank discussions about the challenges they faced being craft producers. There were also cases of scepticism and lack of trust (where some respondents thought that this was another attempt to get taxes).

Notwithstanding this all producers approached in the respective parishes agreed to do the interview.

1.5

Limitations

The major limitation in undertaking this task was time due to the fact that this is the first project of its nature being undertaken on such a large scale for craft producers. The lack of a pilot study or a pre-testing exercise created limitations in the design of instruments; being largely exploratory and open-ended. With respect to the results, some respondents may have underreported in some cases, especially with respect to raw materials (for example for knitting some may not have stated needles as a raw material).

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2.0

NORTH COAST CORRIDOR CRAFT SECTOR REPORT

2.1

Environmental Setting ďƒ˜ Mount Zion-St Ann The Community of Mount Zion is located on a very hilly terrain, 1500-1800 feet above sea

levels, in the parish of St Ann. It is bordered to the east by the district of Chester, to the west Runaway Bay and to the south Lime Hall. Mount Zion district has a population of approximately 2000 residents, 20% of whom are children below 12 years old.

According to the Social Development Commission (SDC) Community Profile (2007) 91.1% of households have electricity, but the entire community is poorly lit at nights due to the absence of street light. The community is plagued with low or no water pressures; 39.6% of the residents access water from public water standpipes, 17% have private piped water, the other 44.4% get their water from harvesting of rain water in tanks, and from springs and or rivers. 95.6% of households have telephone service, of which 100% is cellular phones. However only 6.7 % have access to internet, a contributory factor could be the slow speed of internet through cellular phones. Road condition leading to the community from the north coast highway is in a deplorable condition and this poses a major challenge to the residents and the taxi operators who traverse the roads daily. Licensed taxis are the mode of transportation used by residents in this community.

Mount Zion has no health centre located in the community therefore residents travel to Runaway Bay or St Ann’s Bay for basic health services. The housing stock in the community is in fairly good condition. 73.3% of residents own their houses. 25% of the houses are made of block and steel and 20% of wood and brick. There are 2 schools in the community a basic, and an all age school.

Economic activity in the district is dependent on tourism, farming, trade, and selfemployment. The SDC Community Profile (2007) indicates that 52% of the employable population is employed, 81% full time,5% self-employed, 10% part time, 3% seasonally and 2% on contract. Of this population 30% is involved in craft and related trade workers, 30% are

11

service workers, shop and market sales workers, 15% are professionals, senior officials and technicians and 25 are engaged in agriculture and plant and machine operators.

Environmental challenges being faced by the community are blocked drains caused by the illegal dumping of garbage. This is a catalyst for environmental damage caused from flooding, landslides, and rock falls. There is also the possibility of poor water quality. This is so as 38.4% of residents utilize water closets not linked to sewer, 24% uses pit latrines and so there is a strong possibility of raw sewage seeping into water resources in and around the community. ďƒ˜ Cambridge , St James The Community of Cambridge, the first rural town in St James, is located in a partially hilly and undulating terrain, in the south easterly section of the parish of St James, 18 miles from Montego Bay. Cambridge district has a population of approximately 4811 residents of which there are 55% females and 45% males. 36.62% of the population are children below 14 years old. There is 1162 household. This community is deemed to have low levels of volunteerism, civic pride and community spirit.

According to the Social Development Commission (SDC) Community Profile (2009) 92.9% of households have electricity, 6.2% uses oil lamps and .9% uses candles. In the community 24.8% of the residents access water from public water standpipes, 20.4 % have private piped water, 39.9% have public piped water. 94% of households have telephone service, of which 74.5 % have cellular phones and 24.6% uses both land lines and cellular phones. However only 17.3 % have access to internet, a contributory factor could be the slow speed of internet through cellular phones. Main road leading to the community from Montego Bay is in good condition, however, the secondary and arterial roads are in a deplorable condition and this poses a major challenge to the residents and vehicular traffic which traverse the roads daily. For transportation to and from the community 81.4% of the residents use buses, 8.8% private cars and .9% donkey.

Cambridge has a type 11 health centre located in the community which is utilized by approximately 30.93% of the residents. The housing stock in the community is in fairly good

12

condition. 77.6% of the houses are made of block and steel and 48% of board. There are 4 schools in the community a basic, infant, all age and high school.

Economic activity in the district is mainly focused on the provision of services and is dependent on construction, cabinet making, farming, beauty care, and secretarial. The SDC Community Profile (2009) indicates that 66% of the heads of households who are trained in specific areas are employed using the training received. Highest areas of skill for female are hospitality (31%) and professional and technical services (29%); for male construction and cabinet making (30.5%) and machine and appliance (22%). There is 52% unemployment among the youth between the ages of 14-29.

Main challenges affecting businesses in the community, are high transportation and labour costs, high unemployment and low levels of disposable income.

Environmental challenges being faced by the community are blocked drains due to illegal dumping of garbage. This is a catalyst for environmental damage caused from flooding and land slides. There is also the possibility of poor water quality. This is so as 16.1% of residents utilize water closets not linked to sewer, 15.4% uses pit latrines and so there is a strong possibility of raw sewage seeping into water resources in and around the community. ďƒ˜ Coopers Pen , Falmouth, Trelawny The Community of Coopers Pen a district of Falmouth, is located mainly on 11 acres of beach land, in the north easterly section of the parish of Trelawny, 2 miles from Falmouth.

Coopers Pen community has a population of approximately 2785 residents occupying 202 households.

According to the Social Development Commission (SDC) Community Profile on the wider community of Falmouth (2009) 97% of households have electricity, 3% uses oil lamps. In the community 7.7 % access water from private catchments, 48.5 % have private piped water, 39.3% have public piped water. 99% of households have telephone service, of which 66 % have cellular phones and 33 % uses both land lines and cellular phones and 1% landlines only.

However 28 % have access to internet. The main roads leading to the community from the North

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Coast Highway is in good condition. For transportation to and from the community 79% of the residents use licensed taxis, 15.1% robots, 25 % private cars and 11.8 % the bus system .

Falmouth has 2 type 1V health centre and one type C hospital located in the community which is utilized by approximately 27 % and 86% of the residents respectively. The housing stock in the community is in fairly good condition. 67.4 % of the houses are made of block and steel and 24.3 % of board. All houses in the Coopers Pen district are of block and steel. There are 10 schools in the Falmouth community.

Economic activity in the district is mainly focussed on the provision of services and is dependent on construction, cabinet making, farming, beauty care, secretarial. The SDC Community Profile (2009) indicates that 72 % of the heads of households are employed; of the male headed households 83.6% are employed and 57.1% of the female headed households. Of the employed groups 24.6% are service workers and shop and market sales workers, 14.3% are professionals, 13.6% are craft producers and workers, 7.4% are elementary occupation and 3.3% are involved in agriculture. Unemployment is highest among the seniors aged 60 and over. 29% of this unemployment is due to retirement.

Challenges affecting businesses in the community are high transportation and labour costs, high unemployment and low levels of disposable income. Environmental challenges being faced by the community are blocked drains due to illegal dumping of garbage. This is a catalyst for environmental damage caused from flooding and landslides. There is also the possibility of poor water quality. This is so as 50.7 % of residents utilize water closets not linked to sewer and 35.7 % use ones that are linked to sewer , 14.7 % uses pit latrines and so there is a strong possibility of raw sewage seeping into water resources in and around the community. There is also dumping of the mangroves (a breeding ground for lobster and fish) for housing developments. Waste water is also being channelled into the sea which affects the foreshore and the marine environment

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2.1.1 Situational Analysis Assessments of the three craft producing communities showed the following strengths: A sense of unity and mutual support among craftsmen – this is more so in sites visited in Mt Zion and Cambridge where tools are shared by workers Organizations at the community level are quite resilient, built upon long forged informal networks of family, friends and acquaintances There are scale benefits as raw material, transportation and distribution costs are shared among craftsmen A market exists nearby – this is the case only for Coopers Pen where producers are near the pier and also near a major local hotel where they have access to sell to the tourist directly 7 days per week. They also sell in bulk to craft traders, this helps to increase the average price for products overall.

Wood carvers in Coopers Pen are known for their high quality finished products Wood carvers in Mount Zion, Coopers Pen and Cambridge have been carving in these communities for over 20 years.

Highly intelligent, high school graduates are among the woodcarvers in the 3 areas There is real time information and skills exchange where in some areas (Cambridge and Mt Zion) carving is done at one physical site and actual production and learning takes place almost simultaneously The following weaknesses were identified: In many cases craftsmen produce the same type of products.

For the most part, craft producers seem to be price takers (low market power in the setting of a market price). Producers also lack knowledge on how to price their products, as they have very , poor record-keeping skills.

There are no major industry standards with respect to work quality.

Transportation and distribution costs can be high as many producers do not have their own transportation especially those in deep rural areas. Areas such as Mt Zion had almost impassable roads.

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Numerous distances sometimes have to be travelled to get raw materials for example trees/wood for carving.

Some areas are highly gender biased which limits the talent pool e.g. wood carving is male dominated.

More modern tools are required to improve product quality and productivity. In some cases almost 20 individuals shared the same set of tools (Mt Zion).

There is not much value added in properly ‘finishing work’ from the stand point of the craft producer. This excludes them from a major aspect of the value chain.

Critical markets are not accessible to them and this limits their production levels. For example producers in Cambridge state that the fact that they do not have direct access to hotels and tourists have been a critical obstacle to doing business.

Not many community and advocacy groups represent craft producers at the local level.

More formal training may be required to harness and improve existing talent.

Low levels of formal business training and acumen. This has seen low levels of record keeping, business strategy planning and other critical steps required to be not just a subsistence activity but one which is profitable.

Wood craft producers use cedar trees as their main source of raw material, but they do not replant trees in the community.

They are not organized into formal groups although they have been working as groups for years.

The woodcraft producers do not have proper shelter/workshop for example producers in Mount Zion workshop is under a tree from which they have been working for many years, those in Cambridge have limited covering and would also be affected by the bad weather. This lack of proper workshops, does hamper production during rainy seasons.

The major opportunities open to craft producers are: Major markets still remain untapped e.g. discussions show that Kingston and other local urban areas have not been fully exposed to Jamaican craft producers.

The access of social media to promote products.

The sector has survived numerous downfalls e.g. natural disasters but has still been resilient.

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To formalize training and apprenticeship schemes that will involve youth. This demographic currently has the highest unemployment rate nationally.

Grant funding available to groups for product development The major threats that exist in the sector are: Existing regime of devaluation and related austerity measures. This has been quite impactful with respect to raw materials and utility bills.

Cheap imported goods which are said to be of lesser quality which is gradually marginalizing the local industry.

The ageing demographic which is now participating in the craft producing trades will threaten a loss of skills over time which will not be passed on to present and future generations.

2.1.2 Screening Question Results A1 All respondents who were approached and fulfilled the criteria (i.e. being a craft producer and working or residing in the parishes of St Ann, Trelawny and St James) agreed to participate in the interview process.

Efforts were therefore made at the start of the interview process to ensure that all respondents were craft producers who made craft items themselves. With respect to question 1A all producers gave their names and there was no producer group (1B) stated. With regard to availability of a contact number (Ques. 4) only seven (7) respondents in all parishes surveyed could not provide a cell phone contact at all. On the other hand only two (2) respondents provided a separate work phone and only two (2) respondents provided a separate home phone.

All respondents in all parishes (Ques. 5) surveyed provided an address (inclusive of the parish).2 With respect to an email address (Ques. 6) only thirteen (13) respondents (12.9 per cent) could furnish the interviewer with this when asked.

2

Note that this address was either their workplace or home (or some cases this was one and the same place)

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2.1.3

Demographic Description of Producers

The craft sector in the three parishes (St Ann, Trelawny and St James) shows a higher level of males participating than females overall (Producer Questionnaire – Quest 2). However based on the survey data, St James sees a dominance of women. There are also marginal differences in their respective ages by parish (Quest. 3). Further details are shown in Table 1 below.

Table 1: Average Age of Proprietor by Sex and by Parish

Parish

Male

Female

Total

Avg. Age (Years)

Modal Age

Median Age

Min Value

Max Value

St Ann

24

22

46

48.31

55

50

23

69

Trelawny

19

5

24

49.09

52

51

26

68

St James

14

17

31

48.76

48

48

31

66

All Parishes 57 44 101 48.63 Surveyed Source: North Coast Corridor Craft Baseline Study 2013

52

49.5

23

69

2.2

Membership Structure

2.2.1 Leadership and Management Leadership and management is to some extent automatic in these entities; in many cases respondents are sole traders who are using craft production to support themselves and their dependents. Their daily activities include the ability to co-ordinate resources to achieve a common goal (whether this is for survival or profit). Discussions with most craft producers show many elements of leadership such as resilience, initiative, and decision-making. Focus groups, interviews and community discussions show that to operate a craft organization successfully requires these and related traits such as fortitude, initiative and a high tolerance for risk.

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However to become more competitive and to have more sustainable organizations, respondents agree that there is the need for improvement in areas such as advocacy, professionalism, goal setting and adherence to production standards. This is not just lacking at the firm level but sector wide. In addition, at the community level although craft producers have taken initiatives to work together including sharing of tools and other resources, they have not formed themselves into formally registered groups. For instance field interactions and discussions in focus groups show that craft producers are just starting to form themselves into advocacy groups e.g. Jamaica Independent Artisan Cooperative Society (JAMIA).

2.2.2 Employee Profile Overall 29.7 per cent of respondents in all three parishes stated that their organization employed someone other than the owner proprietor (Quest 13). When broken down by parish, nine (9) respondents from St Ann (19.6 per cent) stated that they employed people in their organizations.

For Trelawny there were ten (10) respondents (41 per cent) who stated that they

had hired staff. Responses in St James saw eleven (11) respondents (35.5 per cent of respondents) stating that they hired staff.

Average employment by organization varied marginally by parish with St James organizations having the highest levels. Further details are shown in table 2 below.

Table 2: Average Number of Employees per Producer Organization

Parish

Avg. Number Employed

Avg. Number Full Time

Avg. number Part-Time

St Ann

2.7

2

1

Trelawny

2.7

1.4

1.4

St James

3.8

2.0

1.8

All Parishes Surveyed - Mean

3.1

1.8

1.4

Mode of All Parishes

2.0

1.0

1.0

Median of All Parishes

2.0

1.0

1.0

Max Value – All Parishes

12

10

5

Min Value – All Parishes3

1

1

1

3

It is assumed that the owner is also provided with employment.

19

Observations and discussions show that in many cases, micro-enterprises predominantly hire a family member or close associate and the payment is that of a stipend [Section 2.7]. In many cases this is also an apprenticeship arrangement with not many workers being formally trained in their respective skills [Section 2.3.1].

2.2.3 Current Ventures With respect to knowledge of organizations that support craft producers (Quest 44) 30.7 per cent of all respondents (in all three parishes) stated that they knew of such organizations. Further details by parish are shown in table below.

Table 3: Knowledge of Organizations or Groups that Support Craft Producers

Parish

Knowledge of Support Organizations that Assist Craft Producers

No Knowledge of Support Organizations that Assist Craft Producers

St Ann

16(34.8 per cent)

30 (65.2 per cent)

Trelawny

5 (20.9 per cent)

19 (79.1 per cent)

St James

10 (47.6 per cent)

21 (42.4 per cent)

All Parishes Surveyed

31 (30.7 per cent)

60 (69.3 per cent)

The organizations recognized by craft producers as supportive to their ventures (Quest 45) are shown in Chart 1 below.

Chart 1: Organizations recognized as Assisting Craft Producers Other, 5, 16%

Other JAMPRO

JAMPRO, 6, 19%

TPDCo

TPDCo, 10, 32%

Things Jamaica

Things Jamaican, 3, 10%

JAMAIA

JAMAIA, 4, 13% Jamaica National, 3, 10%

Jamaica National

0

5

10

15

20

With respect to organizations benefiting from assistance in the past (Quest 46) details are shown by parish in table 4 below Table 4: Assistance from Organizations that Support Craft Producers

Parish

Benefited from Assistance in the Past

Did not Benefit From Assistance in the Past

St Ann

8 (17.4 per cent)

38 (82.6 per cent)

Trelawny

2 (8.3 per cent)

22 (91.6 per cent)

St James

10 (32.3 per cent)

21 (67.7 per cent)

All Parishes Surveyed

20 (19.8 per cent )

81 (80.2 per cent)

With respect to the nature of assistance received from support organizations (Quest 47) this is shown in the Table below.

Table 5: Nature of Assistance Received From Support Organizations by Parish

Parish

Organization Types

St Ann

Tourism Development and Attractions – 57.14 per cent

(note that only 7 people responded in this parish to this section)

Technical (Craft Related) – 14.29 per cent Financial – 28.57 per cent

Trelawny (note that only 3 people responded in this parish to this section)

Tourist Development – 33.33 per cent

Nature of Assistance

Service Improvements Reported as a Result of Assistance

Trade licence Visits to shows overseas Visa to import goods Selling spaces Appraisal of items Loans

Reponses here were not very clear only two respondents stated categorically that they were able to access raw materials as a result of the assistance.

Seminar Loan Training

Learn about Jamaica Better pricing and presentation of items

Certification

Only two respondents contributed here and they both stated that the assistance was instrumental in them knowing more about other customs and the customs of Jamaica

Small Business Development – 33.33 per cent Financial – 33.33 per cent

St James

Investment – 60 per cent

(note that only five respondents were tallied in this section

Tourism Development – 40 per cent

21

With respect to additional support required (Quest 48) these are shown in detail in table below.

Table 6: Requirement for Additional Support by Parish

Parish

Needs Additional Support at this Time

Do Not Need Additional Support at this Time

St Ann

45 ( 97.8 per cent)

1 (2.2 per cent)

Trelawny

24 (100 per cent)

0

St James

31 (100 per cent)

0

All Parishes Surveyed

100 (99 per cent)

1 (1 per cent)

With respect to the expected impact of additional support (Quest. 49) the major responses are shown in Tables 7-9 below. It is important to note that responses here are not mutually exclusive as some respondents stated multiple support needs.

Table 7: Expected Impact of Additional Support – St Ann Producers

Assistance Needed Equipment and Raw Materials

Frequency (Percentage)

Forecasted Impact

54.4 per cent

Increased production – 76 per cent Reduces strenuous work 8 per cent Better storage and inventory management – 8 per cent Increase sales overall – 8 per cent

43.5 per cent

Increase employment and training – 35 per cent Expand business and diversify product line – (50 per cent) Produce more and improve product quality – 15 per cent

19.6 per cent

Improved sales revenue – 44.44 per cent Improved innovation and quality – 22.22 per cent Other (e.g. increased customer service, ability to get better prices for product, etc) – 33.34 per cent

4.3 per cent

Increased employment – 50 per cent Improve exports – 50 per cent

Financial Assistance

Market Access and Sales Promotion

Additional Employees and Training Programmes

22

Table 8: Expected Impact of Additional Support – Trelawny Producers

Assistance Needed

Frequency (Percentage)

Forecasted Impact

Equipment and Space

58.3 per cent

Increased production – 78.6 per cent Other (inclusive of purchase of more stock, expanded markets, increased revenues) – 21.4 per cent

Financial Assistance

33.3 per cent

More tools and materials – 37.5 per cent Produce more goods – 37.5 per cent Other( improve product quality, pass on knowledge to others, upgrade business facilities etc) – 25 per cent

Market Access, Promotion and Distribution

33.3 per cent

Increased sales revenue – 62.5 per cent Other (passing on of knowledge, improved product quality, employment, etc) – 37.5 per cent

Training and Materials

12.5 per cent

Improved products and revenue (all respondents)

Table 9: Expected Impact of Additional Support – St James Producers

Assistance Needed

Frequency (Percentage)

Forecasted Impact

Equipment and Space

38.7 per cent

Increased employment – 25 per cent Increased production – 50 per cent Other (producing genuine Jamaican goods, increased sales, export development, etc) – 25 per cent

Finance and Raw Materials

48.4 per cent

Increased production – 26.7 per cent Employ more people – 26.7 per cent Improved distribution systems and inventory – 13.3 Increased sales revenue – 13.3 per cent Other (ability to export, work faster, etc) – 20 per cent

Marketing and Training

41.9 per cent

Expanded market – 30.8 per cent Increased sales – 38.5 per cent Other (improved business skills, expanded export operations, no response) 30.7 per cent

There are presently not many ventures which support craft producers along the North Coast Corridor. Based on information from one on one discussions, community visits and focus groups only a few communities currently have mechanisms in place that fully support craft production. For example discussions in focus groups show that communities such as Catadupa have made skills training a major aspect of early education as shown through activities in local 4H clubs and annual displays. This although talked about, is quite rare in other communities.

23

Focus groups with Trelawny craft producers had discussions centred on the new trend for carvers which is the use of the dolomite stone and shell jewellery.

Visits to other communities (Mt Zion – St Ann, Coopers Pen-Trelawny and Cambridge – St James) show that all out community support to craft production is still in fledgling stages.

More is still required with respect to training, raw material provisions, work environment and related business support services for such activities. They are recognized and respected in their respective localities but the multiplier effects of craft production are still low. These arguments are also supported by the fact that in the survey there was a relatively low level of positive responses with respect to those craft producers who knew of organizations and or agencies that assisted craft producers. [Table 3] 2.3

Existing Skills

2.3.1 Craft Related Skills With respect to the profile of people employed in organizations, the Table below shows skills, sources and training reported for employees (Quest 15). Note that in many cases employees have more than one skill.

Table 10: Producer/Employee Skills for Craft Producing Organizations (that employ workers)

Parish

Typical Skills Reported

Average Tenure (Yrs)4

Source of Skill/Training Reported for Employees

St Ann

Carving – 4 organizations (44.44 per cent of those reporting) Not yet trained/apprentice – 2 (22.22 per cent of those reporting) Leather craft and jewelry - 1 organization (11.1 per cent of those reporting) Doll making 1 organization (11.11 per cent of those reporting) Painting – 1 organization (11.11 per cent of those reporting)

10.63

High School/Heart Academy – 2 organizations (28.6 [per cent of those reporting) Self-taught/Talent – 3 organizations (42.8 per cent of those reporting) Apprenticeship – 2 organizations (28.6 per cent of those reporting)

Trelawny

Carvers - 63.6 per cent of organizations Dressmaking and needlecraft – 36.4 per cent of organizations

8.13

Self-taught/talent – 30 per cent of organizations reporting Apprenticeship – 70 per cent of those reporting

Carving and furniture making – 41.2 per

Self-taught/talent – 16.67 per cent

4

It is important to note that these were crude estimates as advised by respondents as many did not recall precisely how long their workers were at their establishment.

24

St James

cent of organizations Dressmaking and needlecraft skills Leather craft – 16.6 percent of organizations Jewellery – 25 per cent of organizations Decorative art (e.g. aboriginal art) – 8.3 per cent of organizations Other (including basket weaving, etc) – 8.3 per cent of organizations

All Parishes Surveyed

6.75

of those reporting Apprenticeship/on the job training – 75.03 per cent Formal institution – 8.3 per cent

8.42

In addition to existing skills there are situations from the survey where employees (including the proprietor) required more skills. For those that employ people (Quest. 16) St Ann craft producers had five (5) respondents (41.3 per cent) who stated that they required more training at their organization. It is important to note that nine (9) respondents (19.6 per cent) did not answer this question and 39.1 per cent represented those who stated categorically that they did not require any further training. The specific skills required (Quest. 17) were; time management, painting, machinery and symmetric skills and one respondent saying that he needed nothing specific just anything that provides all round improvement. With respect to any attempt made to acquire theses skills (Quest 18) only two (2) respondents from St Ann stated that they took any initiative on this. The challenges that they faced were [a] language barriers and [b] not finding the right instructors (Quest 19-20).

For Trelawny craft producers (who employ people) fifteen (15) respondents did not answer this question (62.5 per cent), four (4) respondents (12.5 per cent) stated that their organizations required more training while five (5) respondents (20.8 per cent) stated categorically that they did not require any training. The required training was centred on: [1] design training, [2] carving techniques, [3] leather craft, [4] marketing and [5] jewellery making.

One respondent stated that training was sought but the availability of machinery and/or equipment to train with was a problem.

For St James twenty (20) respondents (64.5 per cent) did not give a response to this question while nine (9) respondents (25.8 per cent) stated categorically that their organization required additional training. One (1) respondent categorically stated that no training was required. For the nine (9) who stated that they needed training in their organizations this

25

included: [1] detailed operations on operating respective machinery (2 responses), [2] systems operations, [3] ice carving, [4] management marketing and customer relations (3 responses), [5] internet sales. Two (2) respondents stated that they made attempts to acquire these skills and both stated that they experienced challenges. These challenges were: [1] skills were not readily available and [2] being nervous at the last opportunity to train.

With respect to the skills profile of organizations that do not employ people (Quest. 21) details are shown in Table below. Note that some owner/proprietors have more than one craft skill.

Table 11: Producer/Employee Skills for Craft Producing Organizations (that do not employ workers)

Parish

Craft Skills Reported

Source of Craft Skill/Training Reported for Employees

Non Craft Training Skills Reported

Method of Access for Skills

St. Ann

Carving – 42.5 per cent Needlecraft and sewing – 17.5 per cent Bracelet and jewellery making – 30 per cent Other (e.g. painting and doll making) – 10 per cent

Self-taught/talent – 42.1 per cent Formal training at an institution – 32.68 per cent Apprenticeship/on the job training – 22.25 per cent

Construction related trades – 33.33 percent Secretarial and sales – 22.22 per cent Housekeeping – 11.11 per cent Other (e.g. spear fishing, cake decorating, gardening etc) – 33.33 per cent

Enlisted in a course – 31.25 per cent Observation/Self Visualization – 34.85. per cent At the workplace – 34.85 per cent

Trelawny

Carving – 61.5 per cent Needlecraft and sewing – 23.1 per cent Bracelet and Jewellery making – 15.4 per cent

Self-taught/talent – 58.33 per cent Formal training at an institution – 8.34 Apprenticeship – 33. 33 per cent

1 person – domestic helper

Enlisted in a course – 20 per cent Observation/Self Visualization – 20 per cent At the workplace – 60 per cent

St. James

Carving – 30 per cent Weaving and basket making – 20 per cent Needlecraft – 20 per cent Painting and decorative art – 15 per cent Other – 15 per cent

Apprenticeship – 47.3 per cent Self-taught/talent – 31.57 per cent Formal training – 21.13 percent

1 person bartending 1 person business classes Carpentry

Enrolled in an institution – 15.80 per cent Observation/selfvisualization – 68.40 At the workplace – 15.80 per cent

26

When organizations who hired no employees (other than owner/proprietor) were questioned with respect to current skill and training requirements (Quest. 22) the results varied by parish. For St Ann organizations twenty (20) respondents stated that they required training (43.5 per cent) while seventeen (17) respondents (37 per cent) stated that they required no training. Altogether nine (9) respondents (19.5 per cent) did not give a reply. With respect to the type of training required (Quest. 23) these are shown in Table below.

Table 12: Frequency Table for Skills Required in the Parish of St Ann

Training Required

Needlecraft /Sewing

Frequency (No.)

Art/Painting

Wood Carving/Finishing

Jewellery Making/Basket Weaving

Business Training/Computing

Other Training

2

2

3

3

1

9

Five (5) respondents from this parish stated that they sought to acquire the skills/training that they needed while fifteen (15) said that they did not seek to acquire such skills (Quest 24).

There were seven (7) respondents (29.2 per cent) who stated that they required training for their organization in Trelawny. Four (4) respondents stated that they did not require any training (16.67 per cent) while one organization stated that it did not know/was not sure (4.2 per cent). There were eleven (11) respondents who did not provide an answer to this question from this parish (45.8 per cent).

Table 13: Frequency Table for Skills Required in the Parish of Trelawny

Training Required

Frequency (No.)

Art/Painting

2

Leather and Mat making

Jewellery Making/Basket Weaving

1

2

For Trelawny only one (1) respondent sought the training required. The major challenge faced was that of unavailability of machinery to train workers (Quest 24).

For St James respondents ten (10) stated that they required more skills training (32.3 per cent), ten (10) also stated that they did not require any training or skill requirement. Note also that ten (10) did not provide an answer to this question. Five respondents (5) stated that they had

27

made attempts to acquire these skills and of these one (1) stated the challenges experienced was that of improper tutoring. The frequency of skills required is shown in Table below.

Table 14: Frequency Table for Skills Required in the Parish of St James

Training Required

Management and Marketing

Weaving and Furniture Making

5

1

Frequency (No.)

Knitting Machine

1

Potter/Wire Art

1

Better Finishing Training

Music

1

1

There are numerous craft production skills which were picked up via the field survey questionnaire. The dominant reported skills were wood carvings, knitting and related needlecraft, doll making jewellery, leather specialists and miscellaneous items ( e.g. making of key chains, refrigerator magnets etc) 2.3.2 Other Skills Site visits and focus group discussions show that some craft producers have other support jobs which are typically low paying in the sectors such as agriculture and fisheries, construction trades and the hospitality industry. For St Ann 39.1 per cent of respondents stated that they had a non-craft skill or training, for Trelawny respondents this figure was 4.1 per cent and St James 16.5 per cent.

It is also important to note that as reported from focus groups there are other non-craft skills required especially to operate the organization. These are inclusive of being high risk takers, an acumen for business, having mental toughness, discipline and the ability to negotiate plan and organize.

28

2.4

Products and Production Processes

2.4.1 Types of Products Examination of products (Quest. 27) show that there are at least five or six major product areas with many craft producers doing more than one type of product. This is shown in Table below.

Table 15: Craft Items by Product Group

PRODUCT GROUP

TYPICAL SUB PRODUCTS

Carvings

Wood carvings Stonework Pencil dolls Reggae dolls Animated dolls t-shirts swimwear, dresses crochet knitted headwear bags Bracelets Organic jewellery Earrings Anklets Leather and leatherette products Key chains Coins Basket weaving Paintings

Dolls

Needle Craft

Jewellery

Leather Items Miscellaneous Items

FREQUENCY (from Questionnaire Interview) 38 10

34

23

7 6

For craft producers in the parish of St Ann the typical product profiles (Quest 27) are shown in Table below.

Table 16: Product Profile of Craft in the Parish of St Ann

Product

Typical Raw Materials Used

Location of Raw Material

Carvings – 40 per cent of St Ann Craft Producers

Wood/Lumber - 79 per cent of respondents who do carving)

Wood/Lumber/bamboo Not easy to access – 15.7 per cent. easy to access – 84.3 per cent

Bamboo – 21 per cent of respondents who do carving) Additives and Finishing’s (Sandpaper lacquer,

Additives and Finishing 100 per cent easy to access locally

Supplier/Source of Raw Material

Deep rural farmers Lumberyards in and around Ocho Rios

Average/Typical Prices Per Unit (J$) Trees – $12,200.00 ea Cut Lumber – $125/ft Bamboo – no cost

Local hardware stores (e.g. Ocho Rios)

Sandpaper – $120/ft

29

thinner, sealer) – 10 per cent of respondents reported this overall Dolls – 21.7 per cent of St Ann Craft Producers

Wool – 71.4 per cent of respondents (who do dolls) Thread5 – (28.5 per cent ) Pencil – 57.1 per cent of all respondents who do dolls

Lacquer – $200 per bottle

All respondents stated that materials are easy to access (in and around Ocho Rios). Only one respondent (14.3 per cent) imports (material only).

Local hardwares and haberdasheries (Ocho Rios) and imported.

Sponge/Stuffing $200/lb Material $232.85/yd

Cloth/material – 85.71 per cent of respondents6 Beads – 71.4 per cent of respondents who do dolls

Material/Fabric – (44.44 per cent of respondents who do needlecraft) Needles – 33.33 per cent

Thread - $686.67 per roll7 Pencil - $100 per dozen

Sponge – 14.3 per cent of respondents who do dolls

Needle Craft – 21.7 per cent of craft producers in St Ann

Wool – $ 675/yd

Beads - $550 per bag

All located and easy to access in Ocho Rios.

Only 22.22 per cent of respondents imported fabric

Ocho Rios shops and haberdasheries Imported from overseas suppliers

Needles - $400 per pack or 50 each Thread - $725.00 per roll

8

Wool – $537.50 per yard

Thread – 88.88 per cent9 Wool – 55.55 per cent of respondents who do needlecraft

Zippers – $150 per dozen

Zippers – 11.11 per cent of respondents who do needlecraft Jewellery – 34.8 per cent of craft producers in St Ann

Wire/fish line- 42.8 per cent of those who do jewellery Earring sticks – 7.1 per cent Shells and cow horn – 21.4 per cent

33.33 per cent of respondents stated that they had to import goods from overseas (e.g. beads wire fittings and stones) All other respondents state that raw materials are easy to access

Ocho Rios Overseas (e.g.

Panama)

Wire/Fish Line $140 per roll10 Shells - $300 per bag Cow Horn - $500 per bag

5

May be underreported based on the fact that all dolls seen were sewn.

May be underreported as all dolls need materials Thread has high variations ranging from $160 per roll to $1500 per roll. It is assumed that this is dependent on type and quality.

8 May be underreported and must be assumed to be 100 per cent 9 Must be assumed under reported 10 Ranges from $50-$310.00 6 7

30

Beads - 85.7 per cent Stones – 16.67 per cent

locally

Beads - $100/ string or $600 per bag (US5.00 for bagel beads) Stones – $250 per string or $50 per bag

Leather Items – 4.3 per cent of all St Ann producers

Leather and Leatherette – all respondents

Not easy to access (2 respondents)

Sometimes imported (2 respondents)

No price given

Paintings – 6.5 per cent of producers in St Ann

Paint /Brushes/Canvas – used by all respondents

Easy to access locally

Haberdasheries in Ocho Rios

Canvas - $350 per yard Brushes – $450/pk Paint - $600 per Tube/$2000 per gallon

For craft producers in the parish of Trelawny the product profiles are shown in Table below.

Table 17: Product Profile of Craft in the Parish of Trelawny

Product

Typical Raw Materials Used

Location of Raw Material

Supplier/Source of Raw Material

Average/Typical Prices Per Unit (J$)

Carvings – 66.66 per cent of all craft producers in Trelawny

Wood - 77.8 per cent of all respondents doing carvings

62.3 per cent of wood carvers say wood is hard to access (outside of parish or deep rural Trelawny) Stone – seas and mountains (not hard to access) Bamboo/Calabash – easy to access

Wood – hills of Trelawny and other parishes, lumberyards

Wood – $8,593.75 per tree

Stone – 5.6 per cent of all respondents doing carvings Marine Artefacts – 5.6 per cent of all respondents doing carvings Bamboo/Calabash,etc – 5.6 per cent of all respondents doing carvings11

Calabash – $1500 ea Bamboo – $500 ea Sandpaper $120/ft Lacquer – $135/quart Polish – $50 ea

Additives and Finishes – 61.11 per cent of all carvers

1111

One person here also does basket weaving in addition to carving.

31

Needlecraft/Clothing – 25 per cent of producers in Trelawny

Thread – all respondents doing needlecraft Wool – 40 per cent of all respondents doing needlecraft

Only 20 per cent of respondents stated that some items were not always easy to locate (belt buckle and wool sometimes)

Local stores (Montego Bay) Kingston Stores

All raw materials easy to access most of the time

Local stores in and around the parish and Montego Bay

Material – $380/yd Wool - $328.33 per roll Thread – $400/roll

Material – 20 per cent of needle craft workers Needles – mentioned by one person (underreported) Jewellery – 20.8 per cent of craft producers

Beads – 50 per cent of respondents doing jewellery products Stones - 16.67 per cent of jewellery producers

Beads – $200/pk Stones - no cost Hooks and Latches – $120 ea

Lines and latches – 16.67 per cent of jewellery producers (may be underreported)

Misc. e.g. Leather Products - 4.2 per cent of respondents

Leatherette – all respondents (only one respondent)

Easy to access in and around the areas

Fabric stores

Leatherette $375/yd

For craft producers in the parish of St James the typical product profiles are shown in Table below Table 18: Product Profile of Craft in the Parish of St James

Product

Typical Raw Materials Used

Location of Raw Material

Supplier/Source of Raw Material

Average/Typical Prices Per Unit (J$)

Carvings and Woodwork – 25.8 per cent of respondents from St James

Wood – all respondents doing carvings Additives and Finishes – 8.3 per cent of all carvers (may be underreported)

41.7 per cent of respondents state that wood is not easily accessible.

Carpentry and hardware stores in Montego Bay and environs.

Tree - $11,500 ea Wood – $130/ft Varnish - $700/qt Sandpaper – $130/ft Glue – $130/qt

32

Needlecraft/Clothing /Dolls – 35.5 per cent of respondents from St James

Wool – 66.66 per cent of those in needlecraft Material (cloth, burlap, raffia)- 50 per cent of those in needlecraft

Raw materials in and around the parish easy to access for all respondents (only acrylic sometimes not easy)

Local shops and haberdasheries

Burlap – 100/yd Wool - $687.50/roll Thread - $283.33 Material - $275/yd Needles – $50/pk

Thread – 75 per cent of those in needlecraft (may be underreported)

Raffia - $90/bundle Paint – $500/tube

Needles – 16.67 per cent of respondents in needlecraft (may be underreported) Jewellery – 12.5 per cent of respondents

Organic materials (e.g. goat skin, cow hides, horns etc) – 20 per cent of all jewellers Stones – 20 per cent of all jewellers

80 per cent of respondents state that materials easy to access in and around the parish. Polish has to be imported for organic jewellery

Butchers, haberdasheries, other local shops.

Coconut Shells – all respondents in souvenir items Rings – 66 per cent of all respondents use ring

Cow hide - $700/lb Cow horn - $1000 per bag Seashells - $1500 per bag

Beads – 60 per cent of all jewellers Souvenir Items (e.g. magnets, key rings etc) – 12.5 per cent of respondents

Goat skin - $600/lb

Beads -100 per bag 33 per cent report that magnets are hard to get locally otherwise other materials are easy to access

Hardware stores and related shops in Montego bay

Coconut shells $200/bag Paint – $500/tube Rings – $1000/100 Labels - $1/ea

Magnets – 33 per cent use magnets Additive and Finishes – 66 per cent use additives and finishes (may be underreported) Leather craft – 12.5 per cent of respondents

Animal hides – all respondents Additives and Finishes – all respondents

50 per cent of respondents state that leather and polish is not easy to access.

Local farmers Overseas

Animal hide –$ 650/lb

33

Decorative Baskets and Art – 25 percent of respondents.

Straw – 60 per cent of respondents

All easy to access and available in parish

Zip and lining – 20 per cent of respondents Additives and finishes – 40 per cent of respondents

Carpentry stores, local hardwares and haberdasheries

Canvas - $500/yd Acrylic – $500/tube Straw – $2000/bundle Zips – $150/doz

Canvas – 20 per cent of respondents

Focus group discussions with respect to products raised the issue of quality and the dominant responses were centred on the fact that producers do not think that local craft is being produced to an international standard. They actually require that some basic standards be set in the sector with more prominent roles for organizations such as Things Jamaican and also the Edna Manley School for the Arts especially in appraisal and quality control. They also suggest the need for exchange programmes (including alliances with overseas partners) and more research and development in the craft producing sector It was also stated that there is the need for more prominent use of indigenous materials and assistance in patents and property rights to protect local art and craft. Training must also be directed at craft producers with respect to areas project and product management and the proper use of machinery.

2.4.2 Details of Operations Based on data gathered from the field interviewer survey, the typical craft producing organization has on average been in operation for approximately 20 years – which is roughly half the life of the owner; who in many cases started the firm on his/her own. With respect to years in operations (Quest. 9) there were some producers who did not respond to this as in some cases they could not remember precisely. For St Ann ten (10) respondents (22 per cent) could not precisely state for how long they were in operation. For Trelawny there were two (8 per cent) such respondents and for St James one respondent (3 per cent) could not recall the length of time of operations.

34

Table 19: Years in Operation for the Typical Craft Producing Organization

Parish

Avg. (Mean) Years in Operation

Mode

Median

Min

Max

St Ann

20.2

10

22.5

0.3

38

Trelawny

21.2

30

19.5

2

43

St James

19.7

20

20

3

37

All Parishes Surveyed

20.2

25

20.5

0.3

43

Discussions (i.e. direct interviews, focus groups and community discussions) also show that the typical operations are strongly related to those of micro-enterprises i.e.

Working Hours - Craft producers state in discussions that their typical working hours vary.

For those who do unfinished products and sell to craft vendors their working hours are dependent on orders and also seasonality (i.e. high and low tourist seasons). For those who make craft and sell in the craft markets (and other retail outlets) the working hours are more regular as (evidenced by visits) some arrive even before 7:00 am to prepare for a typical working day.

Small tools and low levels of mechanization and automation – operations are highly labour intensive where in most cases more than half the work is done by hand Sharing of equipment – there are cases where equipment has to be shared Distribution Chain – the distribution chain in most cases seem to be dependent on public transport as numerous producers state that do not have personal transport.

It is important to note that technical operations vary according to the type of craft being produced. Each product has various steps but generally speaking there are universal steps in the process that can be identified. These include the formulation of a concept, the acquisition of the necessary materials, initial creations, finishing work, packaging and sales. Simplified steps for three (3) various craft/skills are shown below in Figures 1-3:

35

SAND

CONCEPT/ VISUALIZATION

ACCESS RAW MATERIAL (e.g.

Wood)

CARVE WOOD TO REQUIRED SPECIFICATIONS

COLOUR AND DECORATE

PRIME

PACKAGE AND DISPLAY

SEAL

Figure 1: Core Business Processes for Aboriginal Art/Wood Products (Simplified)

CONCEPT (Normally a Sketch)

ACQUIRE AND SKETCH LEATHER

SETTING OF PATTERNS

OVERLAYING OF EXACT PATTERNS

FITTING DYEING AND LACQUERING

SANDING AND POLISHING

PACKAGING AND DISPLAYS

Figure 2: Core Business Processes for Leather Craft (Simplified)

CUSTOMER CONCEPT

PROCUREMENT OF REQUIRED MATERIALS

TAKE MEASUREMENT S

CUTTING

STITCHING

FINAL FIT AND STITCH

TRIM AND IRON

Figure 3: Core Business Processes for Needle-craft- Dressmaking (Simplified)

Discussions in focus groups showed that the average craft producer has more to do regarding operations such as the securing of funding for the purchase of raw materials, and establishing strong linkages to markets.

36

PACKAGING

2.4.3 Future Products

With respect to future products (Quest 28) almost all respondents answered this question (approx. 99 per cent). The details are shown in Table below Table 20: Future Products Desired by Parish

Parish

More Products Desired

No more products desired

St Ann

28 (60.9 per cent)

18 (39.1 per cent)

Trelawny

11 (45.8 per cent)

13 (54.2 per cent)

St James

12 (38.7 per cent)

19 (61.3 per cent)

All Parishes Surveyed

51 (50.5 per cent)

50 (49.5 per cent)

With respect to the additional products respondents desired to produce (Quest 29) these varied significantly by parish. With respect to St Ann craft producers the major additional products are shown below in the Chart.

Chart 2: Additional Products Desired by Craft Producers in St Ann

Frequency (No)

Needlecraft and Related Products, 12

Wood and Other Carvings, 4 Paintings, 3

Jewellery and Related, 3

Basket Weaving and Related Prod, 3 Leather Prod. 3

Products

Seventeen (17) respondents from this parish (37 per cent of all producers) do not see a problem in launching these products (Quest 29) while eleven (11) expected challenges (23.9 per cent).

37

The major challenges foreseen are shown in Table below. Note that in this parish many respondents saw more than one major challenge.

Table 21: Major Challenges Foreseen to Launch Future Products (St Ann Producers)

Major Challenge Foreseen

Lack of Capital

Frequency of response (No.)

Competition

7

Training

4

Lack of Tools and Machinery

1

Need to Improve Marketing

2

1

With respect to Trelawny craft producers the major additional products desired by craft producers are shown in Chart below.

Chart 3: Additional Products Desired by Craft Producers in Trelawny Carvings and Related Products, 4 Paintings and Canvas Art, 3

Frequency (No)

Jewellery , 3

Pottery , 1

Sewing and needlework, 1

Products

Six (6) respondents (25 per cent) did not see a problem in launching these products (Quest. 29).

Five respondents (20.8 per cent) stated that there would be challenges. These challenges are stated below Table 22 Major Challenges Foreseen to Launch Future Products (Trelawny Producers)

Major Challenge Foreseen Frequency of response (No.)

Lack of Capital

2

Marketing and Access to Markets

Lack of Equipment and Tools

2

1

38

For St James producers the major additional products desired are shown in the Chart below.

Chart 4: Additional Products Desired by Craft Producers in St James

Frequency (No)

Painting and fine art, 4

Other Products , 4

Jewellery and Jewellery boxes, 2

Products

Five (5) respondents from this parish did not see a challenge in launching these products while eight (8) respondents saw challenges. The major challenges foreseen are shown in Table below Table 23: Major Challenges Foreseen to Launch Future Products (St James Producers)

Major Challenge Foreseen Frequency of response (No.)

Training and Tools

Competition from imports

Lack of resources

5

1

2

2.4.4 Tools and Technologies When asked about tools and equipment used to make their products (Quest 32) the responses from craft producers are shown in Table below: Table 24: Tools and Technologies Used to Make Products

Parish

By Hand

Machine And Related Tools

Combination Of Both

St Ann

11 (23.9 per cent)

3 (6.5 per cent)

32 (69.5 per cent)

Trelawny

5 (20.8 per cent)

1 (4.2 per cent)

18 (75 per cent)

St James

12 (38.7 per cent)

0

19 (61.3 per cent)

All Parishes Surveyed

28 (27.7 per cent)

4 (4 per cent)

69 (68.3 per cent)

39

With respect to the adequacy of tools and/or machinery in the making of their products (Quest 34), the responses are shown in Table below Table 25: Adequacy of Current Tools for the Undertaking of Production

Parish

Current Tools Are Adequate

Current Tools Inadequate

No Answer

St Ann

16 (34.8 per cent)

27 (58.7 per cent)

3 (6.5 per cent)

Trelawny

5 (20. 8 per cent)

17 (70.8 per cent)

2 (8.4 per cent)

St James

7 (22.6 per cent)

23 (74.2 per cent)

1 (3.2 per cent)

All Parishes Surveyed

28 (27.7 per cent)

67 (66.3 per cent)

6 (5.9 per cent)

Tools stated by respondents with respect to craft product were varied and dependent on the type of craft being produced. Table 2 below shows typical tools used and desired by craft producers on the North Coast Corridor (Quest. 33 and 35).

Table 26: Tools and Technologies of Craft Producers by Product Group

PRODUCT GROUP

TYPICAL MACHINES AND TOOLS CURRENTLY USED

TYPICAL MACHINERY AND TOOLS DESIRED

Machete, gouges, chisels, jigsaws, coping saws, drills, Vs, power saws, blade files, sandpaper/sandpaper belts, drummel, etc

Power saws, rotor saws, sanders, power drummel air compressors, band saws, chopsaws, bamboo cutter

Needles, surger, sewing machine

Sewing machine, surger. Computer aided design fabricator (CADE)

Needles, raffia needles, sewing machine

Sewing machine, needles, industrial machine

Coping saw, buffing wheel, diamond blade

Gemstone cutter, buffing machine, special diamond saw.

Pattern tools, swivel, edging tools, mallets, ply-board, stitching machine, press, mill

Insole cutting machines, strap cutting machines, skiver, clicker, sanding machine

Carvings

Dolls

Needle Craft

Jewellery

Leather Items

Of the visits to three (3) sites and workshops within the parishes of St Ann, Trelawny and St James only one site (Cambridge) had anything close to a fully fitted workshop (inclusive of electrically powered equipment). There is also extensive tool sharing in other areas such as Mt

40

Zion (St Ann) and Coopers Pen (Trelawny). Most sites and individual work areas showed non powered hand tools as the major equipment used to produce craft.

Focus group discussions with respect to tools and technologies revealed that there are advanced technology available. This will increase the quality and quantity of goods produced.

The major drawback however is the prohibitive costs which the average craft producer faces.

Suggestions by group members to alleviate these costs were to advocate for incentives in the importation of such equipment and machinery.

2.5

Markets

Discussions in focus groups and site visits show that access to markets and marketing are currently a major challenge to craft producers. They state that first market access is highly restricted although they are producers as they are sometimes at the mercy of more powerful lobby groups such as hotels, craft vendors and other middlemen. There are also high incidences of bribery and corruption in many spheres. This has affected them negatively where there is sometimes next to no business regardless of the number of visitors to the island. They provide examples where they state that if 10,000 tourists come almost 9,500 will visit Dunns River and they are not given enough time to visit other areas and they are also detoured from certain areas by guides. They are therefore faced under conditions where a restricted market exists.

In addition to the tourist market, focus group members are also acutely aware that they have not exploited other markets. These include the market for locals (especially those in Kingston) and the market for the Jamaican Diaspora. This they say will require improved uses of the electronic media such as the internet, Facebook and the development and design of web pages.

41

2.5.1 Current Markets and Targeted Customers When queried as to who their customers are (Quest 40) the results show that the tourist market is the largest for craft producers along the North Coast Corridor as shown in Table below.

Table 27: Market Segmentation for Craft Producers by Parish

Parish

Tourists

Hotels

Overseas Importers

Local Buyers Retail

Shops

Other

St Ann

33 (39.8 per cent)

9 (10.8 per cent)

1 (1.2 per cent)

31 (37.4 per cent)

6 (7.2 per cent)

3 (3.6 per cent)

Trelawny

16 (44.4 per cent)

2 (5.6 per cent)

1 (2.8 per cent)

12 (36.1 per cent)

1 (2.8 per cent)

4 (11.1 per cent)

St James

22 (40.7 per cent)

4 (7.4 per cent)

0

17 (31.5 per cent)

1 (1.9 per cent)

10 (18.5 per cent)

All Parishes Surveyed

71 (41 per cent)

15 (8.7 per cent)

2 (1.2 per cent)

60 (34.7 per cent)

8 (4.6 per cent)

17 (9.8 per cent)

Some craft producers have varied customer bases as shown in Chart below where some have even have three or more different types of customers.

Chart 5: Diversity of Customer Base - All Craft Producers Two Customers, 36.6

Per cent of Craft Producers

One Customer Only, 40.1

Three or More Customers, 22.8

Number of Customers

42

2.5.2 Distribution Channels When queried with respect to distribution channels (Quest 39) responses are shown by parish in Tables 28-30 below. Note that in many instances producers used more than one channel for distributing their goods.

Table 28: Distribution Channels – St Ann

Distribution Channels

Trade shows

Frequency Distribution (No.) 7

Hotels

13

Craft markets

41

Pharmacies Supermarkets Variety stores

7 4 5

Send items overseas (export) Things Jamaican I walk and sell

1 8

Other - Cruise ship pier

5

Typical Location of Distribution Channels

28.5 per cent report trade shows such as Denbigh, trade show in Miami 15.4 per cent report hotels such as Jewels, Jamaica Grand and Royal Decameron 43.9 per cent report Pineapple Place Craft Market 22 per cent Ocho Rios craft market Others mentioned – old craft market and coconut grove Only one person reported organizations in Ocho Rios Only one person reported organizations in Ocho Rios 60 per cent stated Ocho Rios and 20 per cent Montego Bay while the others did not report No channels reported 37.5 per cent reported that they walked and sold goods in and around the Ocho Rios area. Others did not report.

80 per cent report the Ocho Rios Pier as their location.

Others did not report.

Table 29: Distribution Channels - Trelawny

Distribution Channels Trade shows Hotels

Frequency Distribution (No.) 1 8

Craft markets

5

Pharmacies Supermarkets Variety stores Send items overseas (export) Things Jamaican I walk and sell Other - Pier Art Galleries

1 1 9 2

Typical Location of Distribution Channels No report 37.5 per cent state Trelawny Beach. Others stated are Sandals, Royal Decameron Montego Bay and Breezes 60 per cent Montego Bay craft markets 40 per cent Pineapple Place Craft Market 40 per cent Falmouth Craft Market 20 per cent Negril Craft Market

No report Shipping port and street side Falmouth/Trelawny cruise ship pier reported by 88.9 per cent of respondents Bolivar Art Gallery and other galleries in Kingston

43

Table 30: Distribution Channels – St James

Distribution Channels Trade shows

Frequency Distribution (No.) 5

Hotels

13

Craft markets

28

Pharmacies Supermarkets Variety stores Send items overseas (export) Things Jamaican I walk and sell Other - Pier

4 1 2 1 1

Typical Location of Distribution Channels Local (annual) events in Montego Bay, Ocho Rios ,Negril Overseas e.g. Miami Convention and the Caribbean Approx. 46 per cent reported prominent hotels from Ocho Rios to Negril (the others did not report) 33.33 per cent harbour street craft market 66.67 per cent old fort craft market No report No report 50 per cent Caribbean 50 per cent New York No report Cruise ship pier Montego Bay

In the process of distribution of goods to the final consumer the craft producer either takes goods to market directly or sells to craft vendors and traders.

2.6

Marketing Methods

2.6.1 Sales Strategies With respect to the level of advertising and/or promotion which is done by craft producers (Quest. 36 and 37), details are provided in Table below.

Table 31: Marketing Methods Used by Parish

Parish

No Marketing Or Marketing Method Used

Major Reasons Given

St Ann

24 (52.2 per cent)

Lack of funds – 10 (41.7 per cent)

Marketing Or Marketing Method Used 22 (47.8 per cent)

Business/product sells itself – 6 (25 per cent)

Trelawny

St James

15 (68.2 per cent)

16 (51.6 per cent)

No resources – 4 (26.6 per cent) Already a specific market -6 (40 per cent) No resources – 5

Major Method Reported

Business cards 8 (36.3 per cent) Word of mouth 7 (31.8 per cent)

9 (31.8 per cent)

15 (43.4 per cent)

Walk and promote 6 (27.2 per cent) Word of mouth 7 (77.7 per cent)

Word of mouth 5 (33.3 per

44

cent) Only word of mouth needed – 4

Business cards 6 (40 per cent)

Market already there –3 All Parishes Surveyed

55 (54.5 per cent)

Facebook and internet 3 (20 per cent) 46 (45.6 per cent)

2.6.2 Exports With respect to the export of craft items (Quest 41) the responses by parish are shown in Table below Table 32: Level of Export of Craft Items by Parish

Parish

EXPORTS CRAFT ITEMS

DOES NOT EXPORT CRAFT ITEMS

NO ANSWER

St Ann

3 (6.5 per cent)

42 (91.3 per cent)

1 (2.2 per cent)

Trelawny

3 (12.5 per cent)

21 (87.5 per cent)

St James

2 (6.5 per cent)

29 (93.5 per cent)

All Parishes Surveyed

8 (7.9 per cent)

92 (91.1 per cent)

1

Note that the number of craft producers who are directly exporting products overseas is very small. This currently represents approximately 8 per cent of all respondents. The major countries (Quest 42) are the wider Caribbean, UK, USA and Canada. From discussions craft producers stated that they are also unable to export their products because of a few issues. First they do not produce the required quality and the requisite quantities in some cases (lack of capital, proper machinery etc) and secondly it is costly to package and ship art.

45

2.6.3 Pricing and Competitor Analyses With respect to the determination of price for products (Quest 43), details are shown in Table below. Note that there are cases where respondents stated more than one method or did not give a response.

Table 33: Price Determination Methods by Parish

Parish

Costs of materials and Time Taken

Size of Finished Product

Market Price and Customer Negotiations

St Ann

32 (69.6 per cent)

9 (19.6 per cent)

5 (10.9 per cent)

Trelawny

14 (60.9 per cent)

5 (21.7 per cent)

4 (17.4 per cent)

St James

21 (65.6 per cent)

5 (15.6 per cent)

6 (18.75 per cent)

All Parishes Surveyed

67 (66.3 per cent)

19 (18.8 per cent)

15 (14.9 per cent)

Added to this data are related findings from focus group discussions where respondents state that they are being undercut on many occasions and are forced to provide a lower than required price.

This is due to others (specifically craft vendors) selling substandard products and also imported products being sold as Jamaican craft.

2.7

Finances

2.7.1 Revenue and Expenditure With respect to revenues and expenditure (Quest 56 and 57) details of data collected are shown in Table below.

Table 34: Average Revenue and Expenditure Reported by Craft Producers by Parish

Sales

Raw materials

Transportation

Employee Pay

Utilities

Other

St Ann

15,214.29

6,067.12

2,486.92

6,812.50

3,160.00

1,138.00

Trelawny

14,250.00

5,133.33

2,333.33

6,333.33

2,437.17

9,400.00

St James All Parishes Surveyed (Arithmetic Mean)

26,312.50

5,058.33

2,600.95

13,562.50

1,457.89

1,629.55

18,361.41

5,589.40

2,488.13

9,652.78

2,401.79

2,645.70

46

Modal Value – All Parishes Median Value – All Parishes Max Value – All Parishes Min Value –all Parishes

$10,000.00

$4,000.00

$1,000.00

$2,000.00

$1,000.00

$400.00

$10,000.00

$3,500.00

$1,500.00

$3,500.00

$1,000.00

$1,200.00

$200,000.00

$50,000.00

$15,000.00

$77,500.00

$18,000.00

$21,000.00

$1,000.00

$300.00

$60.00

$1,000.00

$150.00

$100.00

2.7.2 Financial Management With respect to how craft producers keep a record of the money they earn (Quest 58) details are shown in Chart below Chart 6: Methods Used for Keeping Records of Earnings (All Craft Producers)

Mental Note

Mental Note, 23%

Written Record/Reciepts, 36%

Written Record/Reciepts

No Record

No Record, 42%

0

10

20

30

40

50

47

With respect to how expenses are recorded (Quest 59) details are shown in Chart below

Chart 7: Methods Used for Keeping Records of Expensess (All Craft Producers) No Response, 13%

No Response

Mental Note, 15%

Mental Note

Written Record/Reciept s, 32%

Written Record/Reciepts

No Record

No Record, 41%

0

10

20

30

40

50

With respect to how expenses are tracked (Quest 60) details are shown in Chart below.

Chart 8: Methods Used for Keeping Track of Expensess (All Craft Producers) No Response

No Response, 12%

Mental Note, 17%

Mental Note

Written Record/Reciepts, 31%

Written Record/Reciepts

No Record

No Record, 41%

0

10

20

30

40

50

48

With respect to having a bank account designated for the business (Quest 61) details are shown in Table below Table 35: Craft Producers who have a Designated Bank Account for their Business

Parishes

Bank Account For Business Exists

No Bank Account Specific For Business

St Ann

4 (9.5 per cent)

42 (91.3 per cent)

Trelawny

2 ( 8.3 per cent)

22 (91.7 per cent)

St James

5 (16.1 per cent)

26 (83.9 per cent)

All Parishes Surveyed

11 (10.9 per cent)

90 (89.1 per cent)

With respect to how business money is kept if there is no designated bank account (Quest 62) details are shown below in Table Table 36: Where Money is kept when there is no Bank Account for Business

Parish

In Personal Account

Not Enough Money Made

Money Goes Back Into Business

No Response

St Ann

15 (32.6 per cent)

7 (15.2 per cent)

14 (30.43 per cent)

10 (21.7 per cent)

Trelawny

7 (29.2 per cent)

1 (4.2 per cent)

7 (29.2 per cent)

9 (37.5 per cent)

St James

9 (29 per cent)

5 (16.1 per cent)

3 (9.7 per cent)

14 (45.2 per cent)

31 (30.7 per cent)

13 (12.9 per cent)

24 (23.8 per cent)

33 (32.7 per cent)

All Parishes Surveyed

These trends are also evident in focus groups where group members state that they themselves are not as disciplined as would be required. In some cases in one focus group some members were dependent on family members to assist them with book and record keeping. This they say is also a type of support which will be required to assist them in managing their concerns.

49

2.8

Support Services

In focus group discussions and field visits all members state that all round support to craft producers are very low. In many cases for issues such as training they do not know who to contact in their area. All this is supported by evidence from the field data collection [Section 2.2.3] 2.8.1 Permits and Licenses

When asked about special permits and licenses to operate (Quest 10), 48.9 per cent of respondents said yes this was required. Note that when further queried as to whether or not they had been granted or acquired such a licence (Quest 11) 30.6 per cent stated that they had a license. The dominant permit craft producers speak about is the TPDCO/JTB/Team Jamaica which represented over 90 per cent of the licenses discussed. Further investigations show that this is actually an operator’s license for craft vendors. Note that only 22 per cent of all craft producers have such a license.

2.9

Legal Status of Business

2.9.1 Registration With respect to the type of business and the level of registration (Quest 8) with the Companies Office of Jamaica (COJ), please see Table below: Table 37: Number of Businesses and Registration by Parish

Parish

No. Of Sole Traders

No. Of Partnerships

St Ann

45

1

Trelawny

22

2

St James

28

3

All Parishes Surveyed

95

6

Other

Registered With The CoJ

Not Registered

3 -

43

-

24 3

28

6

95

-

50

2.10

Business Development

2.10.1 Extent of Business Formulation

Discussions and direct interviews show that with respect to business formulation these are in many cases fledgling micro-enterprises. They are typified by lack of medium and long term strategy formulation by the majority of respondents, as discussions in focus groups show that most organizations have to be living from day to day.

All respondents are acutely aware that their enterprises require some support. This is evidenced by the fact that only one respondent stated that no additional business support was required at this time.

2.10.2 Literacy and Numeracy With respect to overall level of education of craft producers (Quest 50) details are shown in Table below.

Table 38: Overall Level of Education of Craft Producers

Parish

Partially completed primary school

St Ann

1 (2.2 per cent)

Trelawny

Completed Primary School

Partially completed high school

Completed high school

Tertiary Undergraduate

16 (37.9 per cent)

3 (6.5 per cent)

20 (43.5 per cent)

6 (13 per cent)

-

12 (50 per cent)

3 (12.5 per cent)

4 (16.7 per cent)

2 (8.3 per cent)

St James

2 (6.5 per cent)

11 (35.5 per cent)

1 (3.2 per cent)

16 (51.6)

1 (3.2 per cent)

All Parishes Surveyed

3 (3 per cent

39 (38.6 per cent)

7 (6.9 per cent)

40 (39.6 per cent)

9 (8.9 per cent)

No response

3 (12.5 per cent)

3 (3 per cent)

The overall educational level of staff members (Quest 53) including computer literacy (Question 54) is shown in Table12 below.

12

Note that this was highly underreported as many owners/operators did not know much about the education (and sometimes skill level) of their staff members.

51

Table 39: Education Level of Staff Members

Parish

Average reported years of schooling of staff members

Number of staff members classified as computer literate

St Ann

9

1.5

Trelawny

13.67

1.2

St James

13

1.9

12.47

1.6

All Parishes Surveyed

2.10.3 Previous Exposure to Business Discussions within focus groups and also with interviewed respondents show that in many cases craft production was their first business attempt and was initiated out of desperation due to current economic times. In addition some respondents (particularly females) state that they were exposed to business through their spouses (some respondents had spouses who were carpenters).

Note also that some respondents had other jobs such as farming and worked in construction and related trades.

2.10.4 Computer Literacy With respect to having the ability to use a computer (Quest 52) the responses are shown in Table below.

Table 40: Ability of Craft Producers to Use a Computer

Parishes

Able To Use The Computer

Unable To Use The Computer

St Ann

11 (23.9 per cent)

35 (76.1 per cent)

Trelawny

8 (33.3 per cent)

16 (66.7 per cent)

St James

11 (35.5 per cent)

20 (64.5 per cent)

All Parishes Surveyed

30 (29.7 per cent)

71 (70.3 per cent)

52

With respect to the desire for training in computing (Quest 55) the results are shown in Table below.

Table 41: Number of Craft Producers who desire Computer Training

Training Required

No Training Required

St Ann

41 (89.1)

5 (10.9 per cent)

Trelawny

23 (95.8 per cent)

1 (4.2 per cent)

St James

29 (93.5 per cent)

2 (6.5 per cent)

All Parishes Surveyed

93 (92.1 per cent)

8(7.9 per cent)

53

3.0

CONCLUSION

The onset of the North Coast Revitalization Project is timely as research shows that there is need for support in areas of financing, training and other operational related areas. There is also the challenge of organization at the community level by craft producers themselves as this has affected them not only in the lack of effective advocacy but also market power, standard setting and pricing of products. It is also important to note that, the mechanisms that are to be employed to assist producers, stakeholders must be cognizant of the fact that many producers are in deep rural areas.

Examination of the study’s objective and work scope shows that the Baseline Study for the craft sector on the North Coast Corridor has achieved some major objectives. First there is now the availability of data (including a map of craft producers along the North CoastCorridor) to assist stakeholders in the making of critical executive decisions for the sector. Also the knowledge of key areas such as market segments and product varieties are now available. For instance craft in the study area has defined sub-areas such as carving, needlecraft, jewellery and related areas. These were not known with such clarity before this exercise.

54

PLATES

Plate I: Craft Producers at their workshop in Cambridge St James

55

Plate II: Craft Producers displaying their wares in Coopers Pen Trelawny

56

Plate III: Typical Tools shared by craftsmen in Mt Zion St Ann

57

Appendix 1:

BASELINE STUDY OF THE CRAFT SECTOR ON THE NORTH COAST PRODUCERS QUESTIONNAIRE August 1, 2013

58

Indicate Parish:   

St. Ann St. James Trelawny

A. SCREENING QUESTION

The Jamaica Business Development Corporation (JBDC) and the Tourism Enhancement Fund (TEF) has collaborated to provide business and technical support to selected craft producers in the parishes of St. James, Trelawney and St. Ann over a two (2) year period. The purpose of the project is to improve the competitiveness and income generating capabilities of craft producers from these parishes. Over the two year period indicated, the project will seek to address: product development and enhancement, the use of appropriate technologies and equipment, business and marketing skills and improved and diversified product ranges.

Are you willing to participate in the project now that you are aware of its purpose? (Tick appropriate) A1. 1. Yes



 (If no, abort the interview)

2. No

Do you make craft items yourself?

AZ. 1. Yes





2. No

(If no, abort the interview)

B. PRODUCER / ORGANIZATION BIODATA – BACKGROUND DATA ON ORGANIZATIONAL STRUCTURE , STAFFING, LEGAL STATUS , ETC. 1. A. Name of Producer:_____________________ 2. Gender:

1. Male



2. Female

or B. Producer Group: 

(Tick appropriate)

3. Age at last birthday: __________ years 4. Tel (cell):

(wk): ________________(hm):

____________

3. Address: 4. Email: 5. Contact Person:

b. Tel:

6. With respect to the current nature of your organization, please tell us which category best describes your organization: Registered with Companies Office of Jamaica

Registration Details Not Registered with Year of Registration (if Companies of Jamaica applicable)

Sole trader Partnership and have a business Other (specify details)

7. (If a business or other group), how long has your organization been in operation? ________years or __________months (specify).

8. Are there any special permits or licenses that you require to operate [Tick appropriate] 1. YES



2. NO



59

9. If Yes (Qu. 8 above), please state 10. Have you been granted or acquired such permits or licenses [Tick appropriate] 1. YES  2. NO  11. Do you currently employ any one? [Tick appropriate]



1. YES

For producers who employ people (Questions 12-18) 12. If Yes (Qu. 11 above), how many persons do you employ? Total

2. NO 

Full-time:

Part-time:

__ 13. Provide us with information about the people who you employ and their skills as it relates to the creation of craft items and otherwise (complete the table below): FULL NAME

STAFF POSITION

YEARS AT ORG.

SKILLS/ TRAINING (craft)

SOURCE OF SKILLS/TRAINING (craft)

SKILLS / TRAINING (noncraft)

14. Are there any skills or areas of training that your organization need at this time? [Tick Appropriate] 1. YES





2. NO

15. If Yes (Qu. 14 above), please state the skills or training that is needed _________________________________________________________________________________ _________________________________________________________ ________ 16. Have you sought to acquire skills or training that are not present in your organization? [Tick Appropriate] 1. YES



2. NO



17. If Yes (Qu. 16 above), did you experience any challenges? [Tick Appropriate]. 1. YES  2. NO  18. If Yes (Qu. 17 above), please tell us about these challenges (space overleaf). _________________________________________________________________________________ ___________________________________________________________ _______

60

For producers who do not employ anyone (Questions 19-24) 19. Provide us with information about the skills or training that you have as it relates to the creation of craft items and otherwise (complete the table below): SKILLS (craft)

TRAINING (craft)

SKILLS / TRAINING (NON-CRAFT)

HOW DID YOU ACQUIRE THIS SKILL

HOW DID YOU ACCESS THE TRAINING

20. Are there any skills or areas of training that you need at this time? [Tick Appropriate] 1. YES



2. NO 

21. If Yes (Qu. 19), please state the skills or training that is needed _________________________________________________________________________________ ___________________________________________________________________ ______ 22. Have you sought to acquire this particular skill/s or training needed? [Tick Appropriate] 1. YES



2. NO  

23. If Yes (Qu. 21), did you experience any challenges? [Tick Appropriate] 1. YES

2.

NO

 24. If Yes (Qu. 22), please state these challenges _________________________________________________________________________________ _________________________________________________________________________________ C. PRODUCTS AND PRODUCT DEVELOPMENT - TYPES OF PRODUCTS AND PRODUCTION PROCESS , LOCATION , DETAILS OF OPERATIONS INCLUDING FACILITY , RAW MATERIAL ACCESS , FUTURE PRODUCTS , TOOLS & TECHNOLOGY IN PLACE OR REQUIRED 25. Please tell us about the craft items that you make and the major sources of raw materials used: PRODUCTS

RAW MATERIAL USED

LOCATION OF RAW MATERIAL (tick response)

Easy to access (located in parish)

Not easy to access (outside of parish)

SOURCE/ SUPPLIER OF RAW MATERIAL

Imported

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PRICE PER UNIT FOR RAW MATERIAL

26. Do you desire to produce any other products for the market? [Tick Appropriate] 1. YES  2. NO  27. If Yes (Qu. 25), what additional products do you desire to provide?

28. Do you foresee any problems in launching these products? [Tick Appropriate] 1. YES  2. NO  29. If Yes (Qu. 27), please tell us about the problems you foresee?

30. How do you make your products? [Tick Appropriate] 1. By hand 3. Other, Specify



2. Machine and other tools and equipment 

31. If you make your products using a machine or any other tool, please tell us the name of the equipment used in the craft-making process _________________________________________________________________________________ ___________________________________________________________________ 32. Are these all the tools and technologies you need? [Tick Appropriate] 1. YES  2. NO  33. If no, what else do you require? _________________________________________________________________________________ ___________________________________________________________________

D. MARKETS AND MARKETING METHODS – CURRENT MARKETS AND DISTRIBUTION CHANNELS

34. Do you undertake any form of advertising, marketing OR promotion of the products that you make?

[Tick Appropriate] 1. YES

 2. NO 

35. If Yes (Qu. 33), please state the methods you use to promote or advertise your products 36. If No (Qu. 33), please state why you do not promote your services

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37. How are your products distributed or sold?

Distribution Channels Trade shows Hotels Craft markets Pharmacies Supermarkets Variety stores Send items overseas (export) Things Jamaican I walk and sell Other (specify) __________________________

Yes

No

Location of Distribution Channels

38. Who are your customers? [Tick Appropriate]   

1. Tourists 3. Hotels 5. Overseas importers

2. Local buyers (retail)  4. Shops  6. Other (specify) ____________________________

39. Do you export craft items? [Tick Appropriate] 1. YES



2. NO 

40. If Yes (Qu. 38), please state the country(ies) to which they are exported: _______________________ 41. Please tell us how you determine the price at which you sell your products / craft items _________________________________________________________________________________ ___________________________________________________________________ _________________________________________________________________________________ E. SUPPORT ORGANIZATIONS AND SERVICES: ASSISTANCE RECEIVED FROM AGENCIES COMMUNITY ORGANIZATIONS , PROVIDERS BOARDS ETC .

42. Do you know of any organizations or groups that support or assist craft producers? [Tick Appropriate] 1. YES



2. NO 

43. If Yes (Qu. 41), please tell us the name of the organization or group: _________________________________________________________________________________ 44. Have you benefited from any form of assistance in the past from any organization or entity as it relates to your business? [Tick Appropriate] 1. YES



2. NO



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45. If Yes (Qu. 43), please complete the following table: ORGANIZATION / AGENCY

ORGANIZATION TYPE

NATURE OF ASSISTANCE

SERVICE IMPROVEMENTS AS A RESULT OF ASSISTANCE

 2. NO 

46. Do you need any additional support at this time? [Tick Appropriate] 1. YES

47. If Yes (Qu. 45), please describe the additional support that you need and state how this will impact your business?

Assistance Needed

Forecasted Impact

F. BUSINESS DEVELOPMENT - EXTENT OF BUSINESS FORMALIZATION; LITERACY, NUMERACY, COMPREHENSION SKILLS AND COMPETENCIES ; PREVIOUS EXPOSURE TO BUSINESS TRAINING , COMPUTER LITERACY ; OWN ASSESSMENT OF BUSINESS DEVELOPMENT NEEDS

48. What is your overall level of education? [Tick Appropriate] 1. Didn’t complete primary school 3. Partially completed high school 5. Tertiary (undergraduate/bachelors) 7. Didn’t attend school

   

2. Completed primary school 4. Completed high school 6. Tertiary (masters & higher) 8. Other (specify)

49. Do you know how to use the computer? [Tick Appropriate] 1. YES



2. NO

  



50. If yes, please state two computer programs that you know how to use _______________________________________________________________________ 51. What is the overall education level of your staff members? (if producer employs anyone) STAFF MEMBER

POSITION

YEARS OF SCHOOLING

DIRECT BUSINESS TRAINING DONE

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52. How many of your staff members can be classified as computer literate? ________________ 53. Do you desire any training in the area of computers and computer literacy [Tick Appropriate] 1.YES 

2. NO 

G. FINANCES – REVENUE AND EXPENDITURE, FINANCIAL MANAGEMENT METHODS

54. What is your weekly sales amount? $ 55. Please give a breakdown of weekly expenses (table below has examples): Expense Raw material purchase Transportation Employee pay Utilities Other, Specify:

Associated Cost

56. How do you keep record of the money that you earn?

57. How do you record your expenses?

58. How do you keep track of your expenses?

59. Do you have a bank account that is designated for this business? [Tick Appropriate] 1. YES  2.NO  60. If no, how do you keep the money that is made from your business? _________________________________________________________________________________ _________________________________________________________________________________

END OF QUESTIONAIRE – THANK YOU FOR PARTICIPATING

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Appendix 1 cont’d Focus Group Guide 1. What do you know about the North Coast Revitalization Project?

2. What current ventures exist in your community with respect to craft production?

3. What are the typical steps you have to employ to make your product 4. What are the skills/training/abilities required to manage a craft producer organization 5. What are the major challenges (in order of importance) that a typical craft producing organization faces in Jamaica today?

6. What can craft producers do to lessen these challenges?

7. Do you think support services offered by agencies currently assist you in dealing with these challenges 8. what more can these agencies do to assist the craft sector?

9. What challenges exist with respect to Product Development?

10. Are there changes needed with respect to technology 11. do you think the quality of craft items produced is up to an international standard? Explain your answer 12. If quality is to be maintained what mechanisms must be in place to ensure this?

13. If quality is to be improved what mechanisms must be in place to ensure this?

14. How do you market currently? Is this an adequate approach?

15. What more do you need to do to improve marketing.

16. What currently restricts you from your current target market?

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