Amory brothers: “We will continue to do whatever we can”
BASSETERRE, St. Kitts - A massive crowd was on hand today (Dec. 19) to be treated to free bread at Amory Bakery on Victoria Road in Basseterre.
The event, which started promptly at 12 noon, saw persons queuing up since 11:30 a.m. to benefit from free bread, toys and 2011 Calendars. The free bread was part of the Amory Bakery’s plan in giving back to the people of St. Kitts and Nevis.
According to many observers, the giveaway of free bread, which was estimated at EC$17 000, is the largest of this nature in the history of St. Kitts and Nevis.
While there were no restrictions to the amount of bread one could have gotten, a number of persons admitted that they had been in the line at least twice, as they wanted to make use of what they termed a good gesture by the Amory brothers.
Speaking to SKNVibes Business, Reginald Amory said his company has always been giving back to the community. He recalled that this has been going on since his late father opened business some 60 years ago.
He said that in 1989 when the company was celebrating its 40th anniversary, his father had organised a similar promotion, where persons were offered any product manufactured by the company at half price.
“In 1989, after celebrating our 40th anniversary, my father decided to give back and so he offered any product manufactured by the company at half price, and this was well received by the public,” he said.
He noted that having the bakery was his father’s way of giving back to the people of St. Kitts and Nevis. He said his father died in 1992 and this prompted him and his brother to establish Amory Day.
Reginald pointed out that this day was established to give back annually in a meaningful way to loyal customers. He noted that each year, customers were able to make purchases of all products at half price. This, he explained, was stopped after some years.
“We had stopped the Amory Day after some years, owing to certain challenges,” he said.
He went on to state that in 2009 after celebrating their 60th anniversary, they decided to do something that would be significant to the people of St. Kitts and Nevis, which resulted in the idea of giving away free bread.
Meanwhile, Ernest Amory, another brother, said that giving away free bread is testimony of their commitment to helping in the eradication hunger within sections of society. He said they have and would continue to remain concerned over the plight and difficulties faced by those less fortunate within society, noting that they share the pain of those as far as Africa and Haiti who are hungry.
“Our goal is to give back something so that we can help in whatever way possible,” Ernest said.
He pointed out that the company continues to give to a number of individuals, institutions and organisations, stressing that they have always taken a quiet approach to the contributions they make.
“We have never really sought to publicise what we do, as we believe that when we give it should remain quiet as it comes from the heart. We just do whatever we can,” he said.
Several persons commended the bakery and noted that receiving free bead at this time of the year is noteworthy and well needed.
“We are very excited, as my daughter and I are making the best use of it so that we can secure enough bread for the week,” a mother of five said.
Another woman said she spends close to EC$40 a week in bread, and being able to get the week’s supply has made her and her family happy.
“My family and I are thankful to the Amorys for this gesture, as it affords us well needed bread during these hard times,” a woman said.
A young woman, who said she was making the best use of the offer, pointed out that she is a single parent and felt that with the free bread she too would have enough for the week.
She said that they would use the money for other things during the Christmas and Carnival season.
“Money is a scarce commodity, so with free bread today I can certainly use the money that I am saving here to do other important things,” an evidently satisfied mother said.
A middle-age man said he was very contended with the two sets of bread he had in his hand. “I appreciate the free bread and hope God will bless them (Amory Bakery)," he said smilingly.
Ernest said that several toys were given out to children while those who arrived early in the line were given some cash. He added that his company intends to continue giving to the public, stressing that despite the current economic challenges, giving back to customers who have supported their business during the year is of paramount important.
“We believe that we should continue giving, and while some may say that they do not hear of what we do, we do give a lot during the year,” he reiterated.
Questioned on the decision to give away EC$17 000 worth in bread, Reginald said, “The number 17 has a lot of significance to us, as my dad was hospitalised on January 17, 1992 and died on March 17 the same year.”
He also pointed out that last year was 17 years since his father’s passing and “the number 17 has a real meaning for us”.
