Georgetown, GINA, January 26, 2004

The Private Sector Brunch hosted by the Ministry of Culture, Youth and Sport for Mashramani (Mash) has borne fruit.
It was disclosed yesterday at the Umana Yana event, that Soca a soft drink produced by Demerara Distillers Limited (DDL) will be the official soft drink for Mashramani 2004.
Minister of Culture, Youth and Sport, Gail Teixeira said Soca’s sponsorship was the largest they have received from the Private Sector since 1998.
Approximately $8M will be expended by Soca for this year’s festival. This is approximately half of the Ministry’s budget for Mashramani 2004.
Marketing Manager DDL, Antonius Raghubansie said Soca “is set to become and inextricable part of Mash.”
The Soca Company plans to do more in support of the Republic celebration.
The Ministry used the Brunch as an opportunity to sell Mash to the Private Sector. In their opinion, Mash is a national festival to be consumed by all. “If we can have a festival that involves partnership then we have a recipe of something that is more powerful than anyone of us.”
Teixeira said Mash is an excellent opportunity for companies to market their products. She added that one of the issues the country is still dealing with as regards this national festival is forward planning.
Teixeira thinks that when that is taken seriously then much more can be received from this event.
This was one of the prime reasons why Mash was launched since October, so that potential contributors to the event would have enough time to get prepared.
According to an analysis made by the Ministry, more than half of the nation participates in Mash in one way or another, making the event the best opportunity for companies to market their produce.
Teixeira encouraged companies with outlets countrywide to use this national event as an opportunity to be associated with Regional Mash activities.
Topco fruit juice is now the sponsor of the Children’s Costume Parade, while Demtoco will provide the second prize for the Adult Calypso competition and decorate stages for all adult calypso events.
The Ministry is still in negotiations with other companies on sponsorship of events.
According to Teixeira, “there is enough space for all of us to be involved.”