It has therefore been the task of the JAS therefore to urge consumers to recognize, support and to have a greater appreciation for the range and quality of Jamaica's Agricultural produce and products. The objectives of the campaign therefore include:
To re-establish the fact that Jamaica is an agricultural country; that our richest heritage accrues from rural farming communities; that all our best attitudes and values are to be found in the traditional Jamaican 'country life'; and that central to our Jamaican culture is the food that we produce and the ways in which we prepare them. To remind those who have forgotten and inform those who are too young to know, of the dimensions of Jamaica's farming sector, the colourful threads of this broad fabric. from the small subsistent farmer to the large farming operations; the economic importance in terms of jobs and income generation; the success stories, as well as the struggle for survival. To celebrate the glories of Jamaican cuisine culture, many examples of which are the heart and soul of Food Festivals. To lift the morale of our farmers and their communities, re-awaken their appetite for production, while, at the same time, attracting new and young farmers to the sector. In this process the JAS itself should be repositioned as the viable and relevant farmers' organization adding value to its membership by helping to create an atmosphere where wealth can be generated for all through the influencing of policies that will benefit the sector. This vision was shared with the former Governor General, he embraced it completely. With his love and appreciation for the farmers of Jamaica and the recognition of the uniqueness of our foods, His Excellency proclaimed under his Seal November 25, 2003 and all subsequent November 25ths as 'Eat Jamaican' Day in Jamaica. Farmers are indeed strong willed, resilient and determined entrepreneurs with a fighting spirit to achieve and keep food on the tables of our people. As we urge consumers to 'Eat Jamaican', in the same breath we urge the farmers to increase production and to become more integrally involved in taking themselves to the next level, by offering value added products with attractive packaging. In this area we will be able to rival the best of our global competitors. Each person must actively become a part of the vision to 'Eat Jamaican' and this does not only resonate with the fact that we need to make a direct contribution to our local industry but also the benefits to be derived from the nutritional content of Jamaican foods is of the highest, in terms of health and safety standards. It is time we recognize and place on priority our local production as a means of contributing to our culinary heritage, our rich culture and our means of survival as a nation.
