Natural products and ingredients were in high demand before the COVID-19 global health crisis, but the pandemic has added impetus to the market with consumers looking for healthy items that are also as pure as possible.

Research shows that the global natural food and drinks market was valued at $120 million in 2020, and is projected to reach $361 million by 2031, a compound average growth rate of 11.44% from 2022 to 2031.

The word ‘natural’ has several connotations, but according to a global study conducted by Ipsos in 2018, the three most common associations which consumers make when they see the term on labels are:

1.            Healthy.

2.            No artificial ingredients.

3.            100% from nature.

Consumers expect natural products to be good for them, minimally processed, and free of artificial colours, sweeteners, flavours, and additives.

Considering the continued push for healthy and natural products is likely to only get stronger, food distributors are always searching for partners who can supply food and drink that tastes and looks good and, as a bonus, are cultivated with an environmentally friendly approach.

In addition, if the supplier has an impactful story to go along with their offering, this element also enhances the marketability of the product, and convinces consumers that what they are eating or drinking is not only beneficial to them, but also of benefit to the people producing it.

In the Caribbean, local producers regularly use indigenous fruits, herbs, and spices in handmade skincare and haircare items, as well as food and drink.

Caribbean ‘superfoods’ are combined with handed down, generational recipes to make jellies, teas, sauces, and jams etc that are bursting with flavour and accompanied by a background and history that cannot be copied or replicated.

St Kitts-based company, Sugar Town Organics, is a shining example of a micro enterprise that combines the Caribbean’s natural bounty with sustainable practices and a powerful origin story.

Established by female entrepreneur Anastasha Elliott, the idea for the botanical business came about when her mother Myrtrice was diagnosed with cervical cancer.

Mrytrice was told that she had just four months to live but she decided to fight the illness using a holistic approach. She transformed her eating and lifestyle habits and was declared cancer-free shortly afterwards.

Anastasha saw how her mother used the power of nature to help her recovery, and wanted to share what the family had learned, along with what generations before had already taught them through traditional recipes for soaps, shampoos, oils, sauces, and butters.

Flauriel was established under the ‘Sugar Town Organics’ umbrella as a vegan food brand which pays tribute to Caribbean agriculture and ancestorial practices.

Anastasha harvests a vast majority of the fruits in her products, along with medicinal herbs and spices, from a mini farm in the backyard of her home, and she also works with local, organic farmers in her country and across the region to source a wider variety of raw materials.

Anastasha’s degree in culinary arts enables her to formulate dairy-free and sodium-free jellies, wines, teas, jams, cheeses, sauces, and syrups which are nutrient dense and have a long shelf life. Some of the ingredients used in Flauriel’s products include coconut, hibiscus, mango, sorrel, soursop, avocado, guava, and ginger.

Every single product is methodically handcrafted by Anastasha and her small team using long-held extraction, blending, mixing, and infusion techniques.

Speaking about starting her brand, Anastasha said: “I looked at how, in the Caribbean, we use food to maintain our health, beauty and families, and to heal from disease. Our brands are therefore very food centric, and very Caribbean, of course with cultural influences that both affected the Caribbean and play a role in the geographical origin of my family.”

Flauriel’s full range of offerings will be available at the upcoming Speciality & Fine Food Fair from September 5th-6th 2022 at Olympia, London. Anastasha will be part of a group of the Absolutely Caribbean pavilion comprising of small business owners supported by the Caribbean Export Development Agency and the European Union.

The Fair showcases emerging and established brands within the artisan, fine food and drink industry and is a treasure trove for innovative and inspiring products as well as emerging trends.

Flauriel’s range will fit right in with over 700 other food and drink suppliers from around the world who are at the forefront of some of the world’s major food trends. But the background story of Anastasha’s company, along with Flauriel’s unique use of flavourful Caribbean-grown fruits, herbs, and spices, will make her products different from everyone else.

Hot sauce (also known as pepper sauce) is a staple in restaurants and homes across the Caribbean – as essential as ketchup or brown sauce to British households, or barbeque sauce and mayonnaise to Americans.

Caribbean hot sauce goes with almost everything and there are several brands in the region that have taken this product to new heights and are now exporting it to eager international customers.

A growing appetite for innovative and bold flavours has led to a steady year-round interest in hot, spicy, and peppery sauces especially from younger consumers around the world.

In fact, at the recently held 66th Summer Fancy Food Show which is hosted by the American-based Specialty Food Association (SFA), a Trendspotter Panel labelled peppers a top trend for 2022 with peppers and traditional pepper sauces and condiments from around the world continuing to be prominent.

Research by the Imarc Group has projected the global hot sauce market will reach $6.4 billion (US) by 2027, with a compound annual growth rate of 5.4% (2022-2027).

In the UK alone, the Caribbean sauces and condiments market grew by 16.8% between 2019 and 2020 to be worth £1.12bn, according to Caribbean Export’s ‘Absolutely Caribbean’ report. The same report (quoting Euromonitor) found this demand for hot sauces continuing all over Europe with German, Spanish, and Dutch consumers also looking for similar products with a tangy bite.

The Caribbean is well known for its linkages to hot sauce as a long-time producer and exporter of fresh peppers.

Scotch Bonnet was originally cultivated by the Taino Indians and is now the Caribbean’s primary commercial pepper variety after going through a process of repeated refinement based on elements such as flavour, pungency, aroma, yield and disease and pest tolerance.

With a rating of 100,000-350,000 Scoville heat units, the scotch bonnet can be up to 40 times hotter than a typical jalapeño pepper. It has high levels of capsaicin, along with most B vitamins, vitamin A, vitamin C, vitamin K, copper, magnesium, iron, and potassium and has been touted as beneficial for pain relief, arthritis, congestion and even to combat migraines.

Many of the Caribbean’s small to medium-sized pepper sauce producers have been selling their hot sauces to the discerning local market for many years. In some cases, these manufacturers utilise highly prized, secret formulas that have been handed down from generation to generation.

Recipes traditionally feature Scotch Bonnet or Habanero peppers, salt, garlic, spices, mustard, and vinegar, along with various other additions.

Producers also take full advantage of the Caribbean’s tropical climate, which is ideal for growing the indigenous main ingredient, to experiment with other flavours which complement Scotch Bonnet peppers such as guava, pineapple, coconut, papaya, and mango.

‘Old Duppy’ pepper sauce is produced in Barbados by creator and chef Nick Bynoe. It’s a relatively new kind on the block when it comes to Caribbean pepper sauce brands but has already attracted attention because of its wide array of options which appeal to genuine heat lovers and those with slightly milder tastes. It is also small batch, organic, and free of preservatives.

“We wanted to bring something bold and innovative to the market which represented authentic Barbadian and Caribbean flavours. Sourcing ingredients from local farmers and producers, we enhance our sauces with real wood smoked peppers to provide a truly unique experience. We are burning with excitement to showcase our brand and hauntingly flavourful sauces to the UK market” shared Bynoe.

Old Duppy uses real wood smoked peppers as a base and then adds locally grown fresh fruits, herbs, and spices to elevate the flavour profile. From very mild to very hot, five pepper sauces form the permanent lineup – Zesty Jalapeno, Fiery Pineapple, Pepper Punch, The Traditional, and Fyahpooch, with the fan favourite, Mango Fever, released seasonally every summer.

Other products available under the ‘Old Duppy’ brand name include Tamarind Sauce, BBQ Sauce, Vex Vinegar, a Bajan Ganoush dip, and Chili Oil.

Old Duppy will be on show at the Speciality & Fine Food Fair from September 5th-6th 2022 at Olympia, London as part of the Absolutely Caribbean pavilion, a group of micro enterprises supported by the European Union and the Caribbean Export Development Agency, a regional trade and investment promotion organisation.

Attendees will get to sample the various hot sauces and see why Old Duppy has become so popular with locals and tourists looking for an authentic taste of the Caribbean.

Authenticity and originality are qualities that consumers admire and, along with the essence of a product, contribute to the long-term success and appeal of a brand.

Old Duppy has these attributes and more and that’s why many people are attracted to its versions of Caribbean pepper sauce.

‘Bold, impactful, fresh, diverse, colourful, hot, and spicy’ are just some of the words you could use to describe Caribbean cuisine, which is gaining international fans via supermarkets and street stalls and is also increasingly impacting the high-end restaurant scene.

Caribbean food has been on the cusp of worldwide recognition for a while and was recently identified as one of the top trends to watch in 2022 by the National Restaurant Association.

The highly respected annual hospitality trends report for 2022 from consulting firm af&co. and communications specialist Carbonate, went even further in labelling Caribbean cooking its ‘cuisine of the year’.

Now in its 14th year, the annual report (‘Through the Looking Glass: Finding Your Way in a New Era of Hospitality’) seeks to identify the trends and practices that will shape the hospitality industry in 2022 by identifying key influences in food, beverage, sustainability, and other areas.

The report stated: “Caribbean Cooking is Hot! – and we’re not talking about the chilis. Caribbean cuisine is taking the stage as chefs explore the diverse range of flavours, ingredients, and culinary influences of this region. “Caribbean” is a catch-all term for the islands of the West Indies and the Caribbean Sea, as well as coastal countries like Belize and Guyana. The area encompasses a melange of culinary traditions including African, Creole, Cajun, European, Latin American, and more.”

The Caribbean’s diversity is one of its strengths and the beauty of its appeal is that it draws from a wide range of backgrounds. Africa predominantly influences the combination of staple ingredients, India and Latin America bring the spice and tang, and Europe adds a touch of flair.

The history and heritage behind Caribbean cuisine is exciting and unique and adds to its appeal.
Another major aspect which makes Caribbean food so popular is the seasoning. Caribbean seasoning is the region’s ‘secret weapon’. It can be found on seafood, vegetables, or meat and has a special culinary twist from every island. In Jamaica, jerk seasoning is the go-to, while others simply call their blend ‘green seasoning’.

Most seasoning recipes contain garlic, onions, celery, green onions, scotch bonnet peppers, and herbs like thyme, marjoram, rosemary, or tarragon.

The exact combination of necessary herbs and spices in various Caribbean seasonings is usually classified information, contained in a memory muscle that has been passed down from generation to generation for decades. But whichever herbs and spices are used, in whatever quantities, and for however long they are left to marinade together, they all bring out the best in whatever food they accompany.

In St Vincent and the Grenadines, Pringa’s seasoning is a well-respected and long-established brand, known for using all natural herbs and spices along with seasonal fruits, and with no preservatives or unnecessary additives.

The business has been operating since 1997, after starting production from a small shop within the community. Pringa’s herbs are grown by local farmers and shortly after being freshly picked are transported to the nearby processing plant for bottling.

Pringa’s ‘Natural Flavour’ line of products consists of pepper sauces, green seasonings, jellies, and chips and its entire range will be on show at the Speciality and Fine Food which is taking place at Olympia in London on 5-6 September 2022.

Pringa’s is part of an ‘Absolutely Caribbean’ delegation of small Caribbean producers who are being supported by the Caribbean Export Development Agency and the European Union. Each company manufacturers food items that are healthy, well-balanced, natural, and flavourful.

The COVID-19 pandemic encouraged consumers to take a close look at the source of the foods they consume. Even though the worst of the pandemic seems to be over, many are still focused on eating products which are as healthy and authentic as possible, but they are also increasingly willing to explore new tastes, flavours, and foods again.

Most Caribbean recipes can be easily recreated at home, especially once you have a trusted brand of seasoning close to hand. But distributors, retailers, and restauranteurs can also capitalise on demand by finding a reliable Caribbean-based seasoning producer.

Caribbean food has continuously evolved but still has plenty of opportunity for growth so, unlike some other markets, Caribbean cuisine has space to move into and lots of new palettes to convert.

The Caribbean Export Development Agency (Caribbean Export) will finance a marketing consultancy to enhance the competitiveness of Jamaican coffee exporters in the European Union (EU) market.

The initiative was developed following a meeting between Jamaica’s Ambassador to Belgium, H.E. Symone Betton Nayo and Deodat Maharaj, Executive Director of the Caribbean Export.

The first phase of the consultancy will focus on an analysis of the EU coffee market, including market entry requirements and the penetration strategies of other major coffee exporters to the EU. The second phase will focus on developing a targeted marketing strategy for the EU coffee market.

The initiative will address issues raised at a meeting in May 2021 between Jamaican, Belgian and other EU coffee stakeholders about the need for a marketing strategy in the EU. Participants requested that the strategy provides guidance on sustainability, telling the story of the product and ways to appeal to young people, a growing EU consumer base.

The initiative is funded by the European Union under the 11th EDF Regional Private Sector Development programme.

The Jamaica Ministry of Foreign Affairs and Trade will host a launch event for this initiative on 27 January 2022, from 10 – 11 AM EST. The Honourable Kamina Johnson Smith, Her Excellency, Ambassador Symone Betton-Nayo, Deodat Maharaj and other key partners will participate in the event. The consultant, Windward Commodities will present a proposed review of the EU coffee market.

As we enter the festive season and end 2021 under the long shadow of the pandemic and escalating climate crisis, the Caribbean and its people have demonstrated commendable resilience.

Looking ahead, this resilient spirit will be required more than ever if we are to create growth, generate precious jobs and provide opportunity for our people. This is especially needed considering the pandemic and existential threat we face from climate change are not going away. The issue to confront is whether we continue with the same policy prescriptions and approaches. Quite frankly, business as usual has not served us well and will not work in an equally or even more challenging 2022.

To build a resilient Caribbean, business must play a central and important leadership role in both driving economic recovery and creating climate-friendly growth. In essence, a strong and vibrant private sector is core to help manage and solve the challenges we face, which will in turn create opportunities for our people.

From my standpoint, I am aware that we cannot do everything given the already heavy burden carried by administrations across our Region. However, doing more of the same or nothing at all are not viable options. Therefore, as a Region we must build on the core asset of our capable and resilient people so clearly demonstrated in these testing times to realise three practical goals that will help fast-track recovery and lay the basis for a resilient Caribbean.

1. Regional Capital Market

Caribbean countries are just too small to navigate an increasingly complex and challenging global landscape. Consequently, regional integration cannot be an option for small open economies as we have in our Region to survive in a global architecture where the giants are determining the rules of the game. There is indeed strength in numbers from both geopolitical and economic perspectives. I am also conscious of the need and scale to attract foreign direct investment at a level that can create the jobs and opportunity. Pooling our countries as one investment destination in areas such as AgTech or renewables can help achieve the scale required. Simultaneously, we need to facilitate the flow of capital from within the Region, so Caribbean people can have a stake in an enterprise regardless of location.

In a 2020 survey of around 450 enterprises carried out by the Caribbean Export Development Agency and Caribbean Development Bank, businesses across the Region cited lack of access to finance as their biggest constraint. Yet still at the end of 2021, we do not have a regional capital market allowing the free flow of capital across the Caribbean that can give the average citizen a stake in an enterprise in another jurisdiction. Whereas I recognise that foreign direct investment is vital to attract both technology and capital, there is an equally critical role for finance that is already within the Region. Consequently, we need to unlock capital already available in the Caribbean. Advancing a Regional Capital Market in the coming year will have a transformational impact on unleashing precious indigenous financing for business.

2. Improve the ease of doing business in the Caribbean

Quite simply, business cannot help drive recovery and play a leadership role in creating jobs and opportunity in the current business environment. It is difficult to do business in the Caribbean. Apart from Jamaica and St Lucia, the region is in the bottom half of the 200 countries globally assessed by the World Bank in its 2020 Ease of Doing Business Report. We need to look at areas where we can get quick wins such as registering a business. In Singapore, it takes one day. In Mauritius, it is usually not more than one week. Except for Jamaica, Caribbean jurisdictions lag behind the rest of the world, taking weeks or even months to register and start a business. A simple first step is pulling out all the stops to make it easier for national, regional and indeed international enterprises to register and start a business in our Region.

3. Expand non-tourism related services as the next frontier for Caribbean business

Our economies have been historically connected with the production of commodities. As we sought to move away from traditional products such as sugar and rice, tourism became the mainstay of much of the Caribbean. As subsequent natural disasters such as Hurricanes Irma and Maria in 2017 and COVID-19 have demonstrated, this leaves us vulnerable whenever there is a major shock to the global economy. Therefore, the time is now to capitalise on our rich human capital and transition to non-tourism related services.

For example, there is huge potential to grow or break into markets like business process outsourcing and information and communication technology, which saw a 6 percent increase in exports in the pandemic according to the UN Conference on Trade and Development (UNCTAD), valued globally at USD 676 billion in 2020. Creative industries also hold great promise to market the talent of our people in areas such as music and the business of carnival. We at the Caribbean Export Development Agency have identified this as a priority over the next three years. To have a lasting impact, the services sector must receive the support it needs in terms of policy, resources and partnerships.

To effect transformation requires vision backed by action. Building a resilient Caribbean and creating jobs and opportunity for our people cannot be achieved overnight given the multiplicity of constraints we face. At the same time, there are areas we need to treat with the highest priority, hence my three wishes for 2022.

The family business is one of the pillars of the national economy, especially when it is based on strong values and attached to best business practices. Proagro Dominicana is a worthy example of this maxim. It is an industry dedicated mainly to the production of fortified dairy powder products that has successfully managed to overcome the challenges of breaking into a segment of the Dominican market.

In 2005, José Luciano, a Dominican technician who had built up extensive experience working in the agricultural section of important companies, at the time of his retirement, decided to start off a business and, together with his wife Indhira Santana, founded Proagro Dominicana with the aim of marketing domestic agricultural products.

As a production strategy, Proagro has evolved since its inception. Its catalogue of products includes raw materials such as bitter cocoa powder and sugar, aimed at the pastry industry, while strengthening the maquiladora system or the product development system for major national supermarket chains, for whom milk powder, sweet and bitter cocoa, oats, sugar, among others are packaged.

Export, the great dream

Since 2017, Proagro Dominicana has set its eyes on the international market, after participating in a workshop sponsored by the Chamber of Commerce and Production of Santo Domingo, aimed at entrepreneurs having interesting exportable offers to place in international markets.

By the end of that year and early 2018, Proagro was initiating its export strategy in markets as distant as Russia and the United States, or as close as Puerto Rico.

Dominican cocoa, a bargaining chip

The products made with Dominican cocoa are highly recognized worldwide because they maintain characteristics called “fine flavour cocoa”, a quality that is used by Proagro to break into international markets under its brand name, La Criollita. Proagro uses the Hispaniola variety, a cocoa fermented under a Dominican technique that enhances the taste and flavour, and reduces the acidity, making it a “fine flavour cocoa”.

“The experience we have had in Russia, which is a fairly demanding market, as well as in Miami and the Bronx in the United States, is that the public attaches importance to the taste and flavour of this product, generating an immediate sale,” explained Indhira Santana, general manager of Proagro Dominicana.

“We work together with the National Confederation of Dominican Cocoa Producers (CONACADO), one of the largest associations in the country, which has a membership of more than 40 thousand small cocoa producers and has a very important social impact, since they, together with Rizek and Roig, are the largest local cocoa exporters. Twenty percent (20%) of their production remains in the country, and producers like us make a difference,” said Santana.

“Caribbean Export came to our aid at the most opportune time”

Proagro Dominicana is part of the group of ten companies selected by Caribbean Export Development Agency (Caribbean Export) under the Haiti-Dominican Republic Binational Cooperation Programme, funded through the 11^th European Development Fund, which provides for a Binational Value Chain Strategy for the cocoa sector with the aim of maximizing the export potential of both nations.

The support of the European Union (EU) has been a key part of Proagro’s opening up to the international market. “This support comes to us at a time when we were not exporting, because we made the last export in 2019 and after the pandemic we stopped exports,” explained Indira Santana.

As Santana stated, Caribbean Export helped to identify which competencies were necessary for Proagro to be able to export successfully. “The Agency provided us with technical assistance to update our business plan and to be able to establish how Proagro’s conditions were from a financial perspective. They financed a consultant who carried out a feasibility study and a financial performance analysis to prepare us for the export market”.

According to Proagro’s general manager, the feasibility study funded by Caribbean Export became the springboard for the company to launch itself and have the right vision of what needed to be done. “A strategic work plan for export was created and concrete targets were set to achieve, with the result that exports made up 8% of the company’s sales budget.”

Taking advantage of all opportunities

Laura Marrero, international trade fair coordinator at Proagro, explained that “the experience of exporting to Miami and New York in 2017 and 2018 showed us how our products, especially La Criollita, were accepted by the Hispanic consumer, as well as the American consumers who were aware of organic products from the Caribbean”.

In 2021, trade fairs were started in a face-to-face manner. The first fair in which they participated was “Dominican Taste Festival 2021”, held in New York from July 24 to 25, organized by ProDominicana and the Dominican Embassy in the United States. Proagro received financial support from Caribbean Export to participate in the fair.

As a result of this fair, Proagro will export to the United States the first shipment of some ten pallets, and another container of 20 pallets is planned for December 2021. “We are doing fine now. The brand will not be by itself, but will be accompanied by a marketing strategy and the experience that we have garnered from the mistakes we made before.”

Dominican pride and enthusiasm at the Russian fair

With the strategic and financial support of Caribbean Export, Proagro participated in WorldFood Moscow, held in Russia from September 20 to 23, 2021. This fair became an area of great potential for the export of Dominican products, especially cocoa by-products.

As a result of its participation in WorldFood Moscow, Proagro reactivated its business contacts, which had started in 2019. “During the Moscow fair, there were many opportunities for starting business negotiations. We made contacts with representatives in Russia of other Dominican companies, and we have already sent them a proposal. We are currently in the closing phase of the process for arranging the first shipments we will make to Russia,” added Indhira Santana. 

Confident in the future

Proagro is currently working on establishing distribution strategies in the United States. Exports are estimated to increase and continue growing for the next year. “The sales projection we have is that from 2022 we ship a container of our products every month.” A container is equal to 20 pallets, about 1,400 boxes, which would be 22 tons of consolidated products.

As a result of the assistance from Caribbean Export, Proagro Dominicana is preparing to set up a Proagro subsidiary in Miami or New York and one in Russia. “That is our goal for the near future, which will allow us to make our products 30% cheaper to the overseas consumer, and give us control over the distribution chain of our goods in those countries,” stated Indhira Santana.

The Covid-19 pandemic has significantly changed the world as we know it. Job losses, declining revenue and closed market opportunities have become the reality of firms around the world. Caribbean companies, not exempted, now have a new storm to weather. One silver lining, however, is that the global pandemic has created new business opportunities. With changing customer behaviours and needs, firms must now examine new market trends to strategically re-position themselves to meet them.

Hygiene and Sanitization Products

With heightened consumer demand for clean and safe spaces, opportunities will continue to abound in the hygiene/sanitization sector. It is no surprise that manufacturers of cleaning products have witnessed a spike in sales. The CEO of Clorox has reported a 500% increase[1] in demand since the start of the year, and we recently heard how Trinidad and Tobago based manufacturer Chem Clean has also experienced an upsurge as households and businesses settle into new disinfecting routines.

Information Technology Services

The CEO of IT giant, Box, recently stated in an interview that the amount of business transformation from a technology standpoint over the next few months will be completely unparalleled to any other time in history.[2] Could Amazon’s planned workforce expansion (100,000 new hires) during this period indicate that this trend is likely to continue?[3]  Despite the persistent challenges that have slowed down the development of e-commerce in the Caribbean, the expansion of WiPay outside of Trinidad and Tobago during Covid-19 shows that the tide may be turning. 

Immunity Boosting Foods, Beverages and Nutraceuticals

Similarly, the nutraceuticals industry which is projected to experience growth to approximately $317.3 billion USD by 2024 also offers opportunities.[5] The region has successfully demonstrated its competence to excel in this sector as evidenced through experts like entrepreneur Dr. Henry Lowe (Flavocure Biotech) who has several US patents based on his research into high value health solutions using indigenous plants.

Film & Music

For firms in the creative industries, global trends are in their favour. Although faced with significant revenue declines due to cancellation of live performances and screenings, the increased interest in online consumption for both music and film is a positive note-worthy trend. Globally, audio-visual streaming increased by 14.5% during early March when several countries began their lock downs.[6] Netflix has seen their subscription rate more than double – moving from its forecast of 7 million new paid subscribers for Q1 to 15.8 million. [7]Membership on Twitch has also grown by 31% as has digital radio services, e.g. BBC’s radio streaming increased by 18%. [8]With more persons confined to their homes and the mental health benefits that music and film brings, Caribbean producers can use this time to share their content, expand their following and connect with diverse audiences on interactive platforms. Recently the first reggae Verzuz battle between Beenie Man and Bounty Killer on Instagram Live recorded close to 500,000 live viewers and a suite of A-list celebrities tuned in to watch. Similarly, a Los Angeles based DJ, @dnice hosted a DJ party in his kitchen with over 100,000 live viewers including Ellen Degeneres, Oprah, and Michelle Obama. This event increased his following from 200,000 to its current 1.8 million followers.[9]

How to find the opportunities

The opportunities available will be different depending on your own situation.  Here are three strategies outlined by the MIT Sloan Management Review to help you identify yours:

1. Same Product Different Channel (Online): You may want to digitise your product or deliver your service online just like the example of DJ @dnice or the reggae challenge shared above. Nike has begun to engage customers with online workouts resulting in a 35% upshot in sales[10] while companies in Napa Valley are offering online taste testing lessons. What would applying this strategy look like for your company? If regional agro-processors offered an online cooking experience using their products, they could drive sales during or after the online event. The opportunities to offer virtual services or events to customers are endless and just takes a little imagination.

2. Same Infrastructure Different Product: While the pandemic has brought some businesses (E.g. hotels and guest houses) to a standstill, others have experienced an increase in demand. Can your company re-purpose your existing infrastructure to produce or sell high demand products and services? In Barbados, some hardware stores have begun to sell groceries. With many parents balancing remote work and home-schooling, some guest houses in Jamaica have offered their rooms to those who want a few hours of uninterrupted work time. So how can you offer a new product or service to customers using your existing arrangement?

3. Same Product Different Infrastructure: Some firms may find themselves with the problem of struggling to meet the demand for their products and services and need to increase production or distribution capacity. Globally, firms have sought to bridge the gap through creative partnerships. To meet the spike in online shopping demand, Amazon has partnered with Lyft to temporarily hire workers as the demand for ride share has plummeted. With increased unemployment, firms now have a larger labour pool to train and deploy even if temporarily. During this period of uncertainty, adopt a proactive approach. Assess market changes to adjust your products, services, and strategies to meet current and future customer needs. What will you need to do differently to take advantage of some of the emerging opportunities and how can you apply the strategies shared to mitigate the effects of Covid-19 on your business?

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[1] https://finance.yahoo.com/news/clorox-has-seen-500-increases-in-demand-during-the-covid-19-pandemic-ceo-132530052.html

[2] https://www.uschamber.com/co/start/strategy/pandemic-business-trends-that-are-here-to-stay

[3] https://www.fool.com/investing/2020/04/01/amazon-partners-with-lyft-to-deliver-packages-and.aspx

[4] https://www.forbes.com/sites/daphneewingchow/2019/05/14/there-is-a-growing-market-for-nutraceuticals-in-integrated-cancer-treatment-in-the-caribbean/#6eb7c4c3204b

[5] https://www.globenewswire.com/news-release/2018/06/25/1528968/0/en/Global-Nutraceuticals-Market-Will-Reach-USD-317-3-Billion-by-2024-Zion-Market-Research.html

[6] https://www.twobirds.com/en/news/articles/2020/global/covid-19-the-music-shuffle

[7] https://www.theverge.com/2020/4/21/21229587/netflix-earnings-coronavirus-pandemic-streaming-entertainment

[8] https://www.twobirds.com/en/news/articles/2020/global/covid-19-the-music-shuffle

[9] http://www.jamaicaobserver.com/business-report/industries-that-will-boom-provide-the-most-opportunities-post-covid–19_191136?profile=1056

[10] https://sloanreview.mit.edu/article/three-proactive-response-strategies-to-covid-19-business-challenges/

Tourism is an industry which is susceptible to external shocks. None know this better than the owners of Rodney’s Wellness Retreat (RWR), a nature lovers’ sanctuary tucked away on 4.6 acres of an ex-lime farming estate just outside the idyllic village of Soufriere, Dominica.

Managing Director of the Retreat, Lucilla Lewis said the former lime estate was once the economic lifeblood of its neighboring villages, but that came to an abrupt halt with the passage of Hurricane Maria in September 2017 and again in 2020, now that the world is battling the highly contagious COVID-19.

Having successfully rebuilt after the category five hurricane, Ms. Lewis believes RWR will also bounce back from the fallout caused by the pandemic.

Rebuilding after Hurricane Maria

From June 1^st to November 30^th annually, hurricanes plague the Caribbean.  They lash the tiny islands with catastrophic rains and winds, often leaving a trail of death and devastation.

In 2017, Ms. Lewis and her siblings, who manage RWR, faced this reality.  In an effort to rebuild and see the area thriving again, they opted to take a Direct Assistance Grant from the Caribbean Export Development Agency. 

Ms. Lewis credits the grant with enhancing the resilience of the company. According to her it ensured that prior to COVID-19, RWR could offer the unique services of its Big Banana Campground, Kanawa Restaurant and Mayan Bar, CarRod’s Gardens and CarRod’s Cottages.

Focus on rebuilding and sharing the wealth

The owners implemented a procurement policy aimed at boosting the economic fortunes of the surrounding districts. RWR procured goods and services, such as vegetables, fruits, fresh fish, hair braiding and small boat rowing, from nearby villages before going elsewhere.

RWR, though a privately-owned business, is driven by a vision to restore economic viability to the Parish of St Mark, while generating a fair return on investments to its owners, the Managing Director said.

Packaging RWR’s tourism product

Ms. Lewis added that RWR had also successfully packaged the story of the rise and decline of the economic fortunes of the area, which is linked to the rise and fall of the Dominican lime industry, as one of its most popular tours offered to visitors.

This riveting story includes the decision by Ms. Lewis’ father, the late Rodney Lewis, a tropical agriculturalist by profession, to re-cultivate the land and to produce a variety of crops, including limes, as his retirement hobby.  Lucilla Lewis pointed out that the Direct Assistance Grant was instrumental in expanding her father’s vision. 

RWR expects strong recovery after combating COVID-19

Once again in 2020, the operations of RWR were brought to a screeching halt but this time due to the COVID-19 pandemic.  The farm-converted-tourism enterprise began to feel the effects of the infectious virus when guests started to cancel their trips.

COVID-19 has left us with no income stream as we have been totally closed since March 12, the managing director revealed.

We were forced to close before the official closure of Dominica’s borders as most of our upcoming reservations were from Europe and with the soaring infection rates in European cities at the time, our would-be guests were very gracious to indicate that they were going to cancel, she said, adding that RWR was able to pay its staff for the entire month of March but could not for April.

During the downtime, Ms. Lewis and her siblings have been focusing on expanding the retreat’s cultivation of fruits and vegetables. RWR, which is a farm-to-table retreat, promotes the use of on-site products in its kitchen. So far, they have harvested sweet peppers, tomatoes, eggplants and fruits.

However, going forward Ms. Lewis anticipates a strong recovery after COVID-19. She said RWR intends to cater to the domestic market when local curfews and restrictions are lifted, before cautiously reopening to the world.      

RWR offers nature and green spaces away from the trodden path. Its uncrowded and has an open dining room and scope for setting up dining anywhere on the grounds. We expect strong recovery immediately after European travelers are comfortable with airline and destination safety protocols, but in the short to medium term, we plan to target regional markets, she said, pointing out that RWR will be upgrading its hygiene and cleaning procedures prior to reopening.

Having rebuilt after Hurricane Maria, and currently navigating the COVID-19 pandemic, Lucilla has learnt that patience is key to success. We have become more convinced that the RWR model, in terms of our product and service, is a winning one but it requires patience. We think that the offer will be in high demand in the post COVID tourism market, Ms. Lewis predicted.