Maggi makes a way for in­ner-city busi­nesses

Jamaica Gleaner - - TODAY -

MAGGI, A prod­uct of Nestlé Ja­maica, has been known for help­ing to en­hance the flavours of ev­ery­day Ja­maican dishes, and through the Street Style Am­bas­sador Pro­gramme, Maggi is now help­ing to en­hance the lives of six mi­cro-busi­ness own­ers based in in­ner-city com­mu­ni­ties across Kingston.

“The Maggi Street Style Am­bas­sador pro­gramme has given us a real op­por­tu­nity to con­nect di­rectly with our con­sumers in a mean­ing­ful and ful­fill­ing way. Through the pro­gramme, we are able to ed­u­cate, up­lift, and en­hance our con­sumers’ aware­ness of the brand and di­rectly im­pact the way that they do busi­ness,” said Wendy Robert­son, Nestlé’s con­sumer mar­ket­ing man­ager.

Through the pro­gramme, the Maggi brand en­gages its am­bas­sadors in a se­ries of ac­tiv­i­ties to up­lift, en­cour­age and pro­vide ad­di­tional ex­po­sure in their com­mu­ni­ties.

Car­ring­ton Mor­gan, chief strate­gist at Car­ring­ton Di­rect Project Man­age­ment Ser­vices and con­cep­tu­aliser of the Street Style Am­bas­sador Pro­gramme, stated: “The Street Style Am­bas­sador Pro­gramme is the ideal em­pow­er­ment fa­cil­ity as it cre­ates a sus­tain­able part­ner­ship be­tween an es­tab­lished com­pany and a com­mu­nity mi­cro-busi­ness. The am­bas­sadors be­come ex­ten­sions of the com­pany (such as Nestlé), and rep­re­sent the com­pany’s brand, Maggi, and their prod­ucts within their cir­cles of in­flu­ence.”

He fur­ther stated: “This is not a char­i­ta­ble ini­tia­tive. It is a real busi­ness re­la­tion­ship where both par­ties play their roles to­wards prof­itabil­ity. If the am­bas­sador suc­ceeds, then the com­pany suc­ceeds. This is the foun­da­tion of a sus­tain­able busi­ness part­ner­ship.”


In ad­di­tion to as­sist­ing with re­brand­ing of the am­bas­sadors’ es­tab­lish­ments, Maggi col­lab­o­rated with each am­bas­sador in host­ing a cook­ing work­shop in his or her re­spec­tive com­mu­ni­ties. At this event, am­bas­sadors were able to share with fel­low res­i­dents their ex­pe­ri­ence as a Maggi am­bas­sador while show­cas­ing pre­ferred meth­ods of cre­at­ing nu­tri­tious and well-bal­anced meals dur­ing daily food prepa­ra­tion.

Other ac­tiv­i­ties re­lated to the Maggi Street Style Am­bas­sador Pro­gramme in­clude ‘Meet and Greets’ at the Nestlé head of­fice, where am­bas­sadors are in­vited to pre­pare a sig­na­ture dish and share with Nestlé staff mem­bers; pro­mo­tional ‘Corna Cook-ups’ at the am­bas­sadors’ place of op­er­a­tion, and a re­cently staged, ‘Street-Style Cook Off’ com­pe­ti­tion for cook shops and home cooks in the Fletcher’s Land, Kingston, com­mu­nity.

Robert­son fur­ther stated: “We are pleased with the de­vel­op­ment of the Street Style Am­bas­sador Pro­gramme and look for­ward to adding new am­bas­sadors as we ex­pand the net­work across the is­land. Our am­bas­sadors are al­ready ex­perts at pre­par­ing au­then­tic Ja­maican street-style dishes, and through this pro­gramme, Maggi is able to sup­port them on their culi­nary jour­ney as they fur­ther de­velop their skills and strengthen busi­ness op­er­a­tions and of­fer­ings within their com­mu­ni­ties.” Con­grat­u­la­tions! Shanike Josephs, a first-year ac­count­ing stu­dent at The Univer­sity of the West Indies (UWI), hap­pily ac­cepts her award from Raf Diaz, re­tired GraceKennedy chair­man and CEO.


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