HAVING ADDED ‘sparkle’ to its cranberry-flavoured water, Wisynco Group is now positioning it as one of the main products to be pushed in export markets as the manufacturer works towards hitting a target of 10 per cent in foreign sales by 2021.
Wisynco Group, which introduced Sparkling CranWata – a mix of dissolved carbon dioxide, fruit flavouring and water – roughly four months ago in Jamaica, first plans to ship the product to Caribbean markets in an attempt to boost export sales, which currently trends below two per cent of Wisynco’s $28 billion of annual revenue.
Wisynco Chairman William Mahfood has his eyes on Cayman Islands, Bahamas, Trinidad & Tobago and Guyana as some of the initial markets. Thereafter, Wisynco will seek to secure market space in the United States.
“We have been ramping up production with the addition of the Sparkling Grape Wata and also with the new sizes. So, what we are looking at now is just building a base here so that we can start the exports,” Mahfood told the Financial Gleaner at the company’s second annual general meeting since its listing on the Jamaica Stock Exchange.
“We haven’t really started exporting yet, but we will be very soon, and I think it’s a product that has a lot of potential in the export market,” he said.
Wisynco is focused on ensuring that the “integrity and the quality” of the product remains intact after leaving the factory floor to the point that it is consumed.
“With a carbonated product in plastic, it doesn’t stay carbonated; so we have to make sure that we have very high turnover in the markets that we sell it to keep the product quality fresh,” Mahfood said.
Read more at http://jamaica-gleaner.com