The sale of counterfeit coffee is a growing problem in Jamaica and now officials are making a move to stop it.
The Jamaica Agricultural Commodities Regulatory Authority (JACRA) is initiating a major enforcement effort to stop the pervasive sale and distribution of coffee claiming to be Jamaican premium brands, the Jamaica Observer reports. JACRA will be supported by the National Compliance and Regulatory Authority and the Major Organized Crime Authority.
The regulatory authority estimates millions of dollars are lost primarily to the misrepresentation of counterfeit coffee products that are of substandard quality. The fake coffee threatens the “integrity and reputation of genuine Jamaican specialty products – Jamaica Blue Mountain and Jamaica High Mountain coffee,” the Jamaica Observer report said.
“We will apply the full letter of the law, including the seizure of the contraband and the application of other enforcement measures,” a release from the Authority said.
“Over the years, JACRA has tried to use moral (persuasion) and strident appeals to offending parties to adhere to good corporate governance and to cease and desist from this injurious practice, but to no avail. These enterprises know themselves and are familiar with the methods, including trademarks and labeling standards that can be used to assure the authenticity of the products and help to determine that only genuine products are marketed,” the release said.
“Given the real and potential damage to the regulated agricultural commodities sector, the anti-competitive effect of the illicit trade and its negative impact on the welfare of farmers and investors, JACRA must act and we will apply the full letter of the law, including the seizure of the contraband and the application of other enforcement measures,” it added.