Hurricane Melissa spurs rethink of corporate disaster readiness

KINGSTON, Jamaica — As the nation continues to grapple with the aftermath of Hurricane Melissa, a storm that left devastation in its wake and inflicted an estimated US$12.2 billion in damages, leaders from the private sector, media and disaster management agencies gathered at the IMPACT Marketing Conference at the AC Marriott Hotel to share lessons on crisis management and resilience.

The panel featured Dianne Ashton-Smith, head of corporate affairs at Red Stripe; Chloleen Daley-Muschett, AVP for public relations and corporate affairs at Supreme Ventures; Arthur Hall, editor-at-large at the Jamaica Observer; and Commander Alvin Gayle, director general of the Office of Disaster Preparedness and Emergency Management (ODPEM).

Together, they engaged in an insightful discussion about what it takes to respond effectively to disasters and how corporate Jamaica can ensure its efforts are authentic and impactful.

Ashton-Smith explained that for Red Stripe, the immediate priority was a people-first response, ensuring the safety and well-being of employees and its distribution partner, Celebration Brands.

She noted that with communication lines down, this process took several days to complete.

“We have frameworks, but not a script,” said Ashton-Smith, pointing out that in a crisis, real-time judgment and values guide decision-making.

Only after confirming its teams were safe did Red Stripe shift its focus externally, working closely with partners and government agencies to understand where support was most needed and how best to respond, ensuring that what was delivered made a real difference on the ground.

Ashton-Smith emphasised that for Red Stripe, responsibility in a crisis is ultimately measured by impact.

“Responsibility and visibility are not mutually exclusive; people expect us to step up. But the real focus has to be on impact, what reaches people and makes a difference,” she said.

She noted that the company’s approach was guided by its values, care for people, the courage to act, and a strong focus on customers and consumers, ensuring that support was both relevant and responsive to real needs on the ground.

According to Ashton-Smith, working closely with partners and government agencies, Red Stripe prioritised getting assistance to the communities most affected, rather than centring the brand in the story.

“Consistency is what matters. It’s not just how you show up in the moment, but whether your actions continue to support recovery over time,” she added.

Meanwhile, Daley-Muschett shared that Supreme Ventures’ response also began internally, checking on staff and its network of more than 1,300 retail partners.

“Efficiency was key. We needed to be strategic with our response and not spread ourselves thin,” said Daley-Muschett as she pointed out that the foundation focused on distributing essentials like water and food swiftly through established networks, ensuring help reached those who needed it most.

Daley-Muschett stressed the importance of authenticity, noting that every donation was carefully considered to align with the foundation’s mission. “It’s important to be authentic, not performative. When you highlight the good you do, good follows.”

For his part, Commander Gayle applauded the efforts of the private sector but stressed that real resilience requires moving from relief to recovery through strategic planning.

“Planning is essential to move from relief to recovery,” Commander Gayle said as he urged companies to partner with the Emergency Operations Centre (EOC), where information sharing can drive faster, more effective, policy-level decisions. “Private sector participation can greatly enhance national recovery efforts.”

Throughout the panel, the speakers agreed that authenticity and long-term commitment are vital. They called for proactive planning, strong partnerships and a relentless focus on meaningful, sustained impact for communities.

As Jamaica rebuilds and prepares for future storms, the message from the IMPACT Conference was clear: crisis management is an ongoing process, and collaboration across sectors will be essential to building a more resilient nation.