Caribbean Export is the regional trade and investment promotion agency focused on building a resilient Caribbean by providing cutting-edge and high-impact support to the private sector.
The Caribbean Export Development Agency is committed to ensuring that its processes and practices are consistent with international standards and has taken the step today to make its audit reports available online.
“It’s Caribbean Export’s ambition to be one of the most transparent regional institutions and, today I’m very pleased to make our audit reports public” said Executive Director, Deodat Maharaj. He continued, “As we strive to become even more customer-focused and results-driven to advance private sector development in the Region ,we will continue to recognise that accountability, transparency and value for money represent our core values as an Agency.”
The Agency will continue to review and update other systems and operational procedures in order to stay compliant in the weeks and months ahead.
Please click here to download and view the reports.
Arguably, we have never seen a stronger case made for global leaders to invest in our Region’s future survival than that put forward by the Prime Minister of Barbados, Mia Mottley at COP26, the climate summit that took place in Glasgow, Scotland. If ever there was a time to press the reset button for our development agenda, it is now, with business playing a central and important leadership role.
It is with this spirit and momentum we need to approach the new trade partnership with the UK as a critical opportunity to advance a transformational agenda, creating jobs and opportunity for our people. We need to capitalise on the advantages of longstanding trade ties and friendship between the UK and the Caribbean to give life to this agreement by focusing on the private sector as we strive to deepen our trade and investment relationship. This is vital as we seek to transition to a green economy, which is essential given the fact we are one of the most climate vulnerable regions on the planet. Quite simply, time is not on our side.
Signed on the 1 January 2021, the CARIFORUM-UK Economic Partnership Agreement, has the potential to make a difference in economies across the CARIFORUM Caribbean, which is a grouping of the Caribbean Community (CARICOM) and the Dominican Republic. We need to give purpose to the document so it can generate real game-changing outcomes for our people. This is precisely why we at Caribbean Export are partnering with the United Kingdom to convene a virtual summit taking place on 24 November bringing together businesses, trade promotion experts and high-level officials from the UK and Caribbean to look at how we can work together to give life and meaning to this agreement. It is clear that we must deliver concrete and practical results where it matters the most, on the ground and at the firm level. It is good to see the strong interest shown with close to 500 participants already registered.
Trade between the UK and CARIFORUM Caribbean countries amounted to GBP £2.9 billion in 2020. Given the historical and strong people-to-people ties, this is a fraction of what can be realised. Therefore, to make this agreement achieve its full potential we need to be both bold and ambitious in forging a common agenda, including a focus on a green economy transition here in the Caribbean.
There are clear benefits for both sides. For us in the Caribbean, we can capitalise on the UK’s status as a world leader in the renewables sector as we seek to also revolve our economies around energy that is clean and green. Additionally, technology and innovation represent another area that are vital to us especially in areas such as agriculture which needs to be more climate-resilient, so we can have the ability to feed our people. For our businesses, the UK represents a major high-value market for our existing and potential exporters as we seek to leverage exports to create jobs and earn valuable foreign exchange. At the same time, we are clear that increased emphasis must be placed on micro, small and medium scale enterprises here in the Caribbean, which account for the majority of employment and at least 50 percent of GDP in so many of our countries.
The question arises, how can this be done? I am proposing just a few initial steps.
Firstly, we need to provide targeted capacity building support for Caribbean businesses in the form of financial and technical assistance so they can take advantage of the opportunities under this agreement. The clear emphasis has to be on where it matters, on the ground and with a forensic focus on enterprises across the Region. Secondly, information is truly power. Therefore, we have to make information or market intelligence available on a real time basis on the opportunities that exist under this agreement to businesses here in the Caribbean and in the UK. However, just focusing on these two along will only give sub-optimal results.
We also need to stress measures that will assist in long-term relationship building. We need to think creatively about how we facilitate connections and remote collaboration, a new normal in the pandemic. Caribbean Export’s matchmaking and networking efforts have reaped real rewards for businesses, bringing together traders, buyers and investors at trade promotion and exposition events. A virtual investment summit, supported by Caribbean Export, took place earlier this month in Trinidad and Tobago, which saw more than 700 participants representing businesses, investors and site selection experts from close to 70 countries explore investment opportunities in the twin island republic. This is just one example of how we can leverage technology to bring together a broad cross-section of businesses here in the Caribbean and in the United Kingdom to create the basis for enduring trade and investment relationships.
Looking at this week’s Virtual Investment Summit on the UK-CARIFORUM Economic Partnership Agreement, we at the Caribbean Export Development Agency recognise that it represents a major opportunity for Caribbean and UK business. However, the key is breathing life into this agreement by focusing on the private sector and working closely with business so they can take advantage of the possibilities provided by this partnership. To be successful, we are aware that it will require a major effort from all parties. We at the Caribbean Export Development Agency will stay the course and work with all partners to help deliver results for our people in these unprecedented times.
The Caribbean has been at the forefront of the ongoing COP26 climate change negotiations taking place in Glasgow, Scotland. We have seen representation at the highest levels and our leaders such as the Prime Minister of Barbados, Mia Mottley having a massive impact. The theme of climate financing has been a constant, alongside the acute climate-induced challenges faced by small islands like ours in the Caribbean. Even if some of the promised but elusive financing becomes available, key questions remain unanswered: Who will implement? Who are the essential partners? One key variable is the role of innovation, especially as it relates to the private sector which has been insufficiently emphasised. We in the Caribbean cannot undertake effective climate action and a green economy transition without partnering with an innovative private sector.
At this crucial time and now more than ever we need to nurture innovation in the Caribbean private sector for a green economy transition which will also create jobs and opportunity for our people. Innovation is vital since it also drives productivity and competitiveness, two areas where we need to do much better. Indeed, the ability to develop new products and services, develop and enter new markets and alter internal routines has always been at the core of entrepreneurial success.
Given the importance of innovation, how are we doing as a Caribbean? The World Intellectual Property Organization’s Global Innovation Index (GII) ranks the innovation ecosystem performance of 132 economies and provides a useful perspective. The top 15 ranked countries are predominantly developed countries, except for Singapore and China. The only countries ranked from the Caribbean Community and the Dominican Republic also known as the CARIFORJM Caribbean are Jamaica, Dominican Republic and Trinidad and Tobago, which were ranked at 74, 93, and 97 respectively. Given that those that are on the list are in the bottom half of the 132 ranked countries, there is much room for improvement to help our private sector become more innovative. This in turn will help fast-track a green economy transition creating jobs and opportunity for our people.
A useful start will be to focus on a few high priorities starting with investment in research and development. We need to strive to improve the region’s innovation performance. The data is sparse, but it is evident our region underperforms compared to other parts of the world. During the period from 2008 to 2018, Latin America and the Caribbean’s combined expenditure on research and development as a percentage of GDP averaged 0.71%, according to the World Bank. By comparison, developed countries invested 2.41% of GDP in this important area. More specifically in terms of our Region, Trinidad and Tobago which is one of the largest economies spends just 0.06% of GDP on research and development, which though perhaps is one of the highest in the Region, is still inadequate for these times. Unless the entire Region makes a bigger commitment, we will continue to lag.
We also need to embrace technology where our micro, small and medium-sized enterprises are left behind to enable them to become greener and also take advantage of new opportunities. To address this, we must seize the opportunity to leverage the upswing of technologies and industries of the future such as artificial intelligence (AI), blockchain technology, digital platforms and cloud computing. These technologies and others have the potential to radically transform existing enterprises and create new ones including precision agriculture and generating new opportunities for the services sector in areas such as the business of music.
In fact, these kinds of technologies have cross-sectoral applicability and for this reason, they have the potential to reshape energy systems through the integration of distributed, low-carbon energy generation and new demand-side energy management services. At the same time, another key technological shift is taking place is more efficient energy systems, as countries all over the world contend with the necessity of low-carbon energy transition. The steady march of environmental, social and governance considerations as a strategic priority for enterprises is causing sustainability to be increasingly prioritised. This is expected to be further heightened in the post COP26 period.
Role of Caribbean Export
Given the imperative of a green economy transition and the critical role of the private sector in leading the charge, we at the Caribbean Export Development Agency are already supporting regional businesses in this pathway. For example, our work in the area of investment promotion focuses on attracting investors to in the green economy including the renewables sector. Our effort in agriculture is geared to leveraging technology into agriculture or AgTech to boost food security, taking into consideration the importance of climate resilient agriculture.
In the direct support we provide to firms, technical and policy support through innovation mechanisms to drive energy efficiency continues to be a signature service. We recognise that we need to provide support, where it matters, on the ground and at the level of the firm. Consequently, with the support of the European Union we have provided over Euros 12.8 million in grant financing in areas that support and foster innovation and green economy transition such as digitalisation of business, research and development and renewable energy.
Finally, we recognise that globally consumers are demanding products that are climate friendly and meet sustainability criteria. This is precisely why with the United Nations International Trade Centre, we have established a “Green to Compete†hub here in the Caribbean, which is one of seven established globally. In the initial pilot phase, we are working with firms in Barbados, Guyana and St Lucia to help them develop and implement sustainability strategies which can enhance their competitiveness in global supply chains. These strategies will involve resource efficiency, voluntary sustainability standards, climate resilience, access to green finance and international marketing. Moreover, we will leverage our ecosystem of partners to connect firms to a full range of services which support the implementation of those business strategies, with the ultimate aim of connecting them to markets. We believe this is a model for the future since it is about developing and branding a premium product for a premium market at a premium price.
Looking ahead, we recognise that much more must be done to help our private sector leverage innovation to fast track a green economy transition and build a climate resilient Caribbean. Whereas finance will continue to be important, innovation is vital and can be advanced by a Regional Innovation Facility specifically geared for the sector. We are willing to work with all partners to advance this agenda and build a truly climate resilient Caribbean, whilst creating jobs and opportunity for our people. Quite simply, too much is at stake and failure is not an option.
Time is the only currency we have,†says Barbadian innovator Khalil Bryan, “so spend it doing things that matter to you and with people who matter to you.â€
Khalil’s musings on the value of time, and how precious it really is, are not just wise words from a young entrepreneur. In fact, Khalil’s commitment to saving time, and subsequently making the most of it, ignited the concept behind his tech start-up company Caribbean Transit Solutions (CTS).
Acutely aware of how much time Barbadian commuters can spend at bus stops and bus stations waiting for often unreliable public transport, Khalil was inspired to think of ways to improve the island’s transit network.
Instead of wasting time wondering when the next bus would arrive, locals and visitors could download a smartphone app which showed them the bus schedule and routes, and how far away the next bus was from their stop.
There are similar transport solutions available in major cities around the world, most notably London, Paris, and New York; but there was nothing like it in the Caribbean when CTS was launched in 2014, which meant the company would be breaking new ground.
Khalil recalls: “My original partner and I started CTS with an idea to provide real-time bus information and allow people to use their time more effectively. Our product was called EasyTransit (now known as BeepBus).
“But we quickly realised that in order to provide real-time bus information we needed an affordable product that tracked vehicles. We searched the market and found a number of options but nothing that was reasonable. So, we started another company called EasyTrak and began offering the tracking system ourselves.
“Over the past four years, we haven’t seen the uptake with BeepBus that we would like, so the business has been driven by the EasyTrak product, and focusing on how we grow that has been what has kept us afloat in difficult times.â€
Pivoting from providing real-time bus information to building a GPS tracking platform for vehicles has pushed CTS into full-scale fleet management and data analytics.
The shift was substantial but even more changes were to come in 2015 when Khalil’s original partner decided to leave. A third strand to the business, a taxi ordering app called BeepCab (similar to Uber) was then launched in 2015, but had to be suspended just three years later.
Despite a few speed bumps along the entrepreneurial road, Khalil has continued to focus on his goal of enhancing Caribbean transport, and is now working with a new partner, Veronica Millington, and South African-based Andre Louw.
Like the entrepreneurs who inspire him, such as Richard Branson and Elon Musk, Khalil wants to solve big problems and be a “world-changing entrepreneur”, not just a lifestyle entrepreneur. But he knows that being a pioneer is not easy, so he is thankful for the support he has received from the Caribbean Export Development Agency (CEDA) including a $25,000 (US) Investment Readiness Grant.
“I can say that I’ve made friends, not just colleagues, through Caribbean Export,†Khalil states.
“They were instrumental in bringing on the World Bank and the government of Canada. They introduced us to people in their network and took us to great events throughout the region. They also educated the market in a way that allowed us to thrive and opened the eyes of entrepreneurs and investors.
“Of course, it has not all been perfect. Some markets are better than others at taking up the training opportunities. The programmes have also dropped off, and because of COVID the ones available now are virtual and I don’t think you have the same connection when you do it virtually.â€
The COVID-19 pandemic has also forced Khalil and his team of four full-time and three part-time employees to re-examine CTS’s product portfolio yet again.
“We’ve had a number of trying but rewarding internal and external conversations recently,†Khalil states.
“We decided to focus on the things that really do work, and slim down what really doesn’t work, or what isn’t making us money. So, if nothing else, COVID has shown us that we need to diversify geographically and we may also need to diversify, or entrench, some of the industries that we’re working in as well.â€
With that in mind, Khalil’s aim over the next 12 months is to continue building a unique repository of transportation data for the Caribbean along with extensive regional expansion.
He believes that there is untapped potential in the Caribbean and is excited that “there are so many opportunities and so many problems to solve.†Khalil adds: “Where I am challenged is that we’re not moving quickly enough because you can’t rest on your laurels. You continually have to reinvest in your product and your people.
“Time is our most important resource because you don’t get it back. Opportunity does not stay around waiting for you to take it up, and if you don’t grasp it, the opportunity will be gone.â€
Over 130 service providers have been certified during the last two years and are better equipped to expand their businesses regionally and internationally. This week eighty-four certified service providers from Barbados, The Bahamas, Belize, Jamaica, St. Lucia, Saint Maarten and Trinidad and Tobago were recognised on Tuesday during the inaugural Services Go Global (SGG) Certification Ceremony.
“The services sector forms a critical pillar as the next frontier in Caribbean business,†said Caribbean Export Development Agency (Caribbean Export) Executive Director Deodat Maharaj during his remarks.
“Caribbean Export is committed to helping our Region diversify our services sector and providing our regional businesses with a better chance to compete, creating jobs and opportunity for our people.”
Mr. Maharaj shared that trade in services was valued at US $13.3 trillion in 2019 (World Trade Organization report). He expanded further, saying that global demand provided an opportunity for non-traditional services such as music, fashion, animation and film, green technology, and professional services to generate jobs and foreign exchange for the region.
During her keynote address, The Hon. Sandra Husbands M.P., Minister in the Ministry of Foreign Affairs and Foreign Trade, shared that, “According to the Organization for Economic Cooperation and Development (OECD), in 2019 tourism services accounted for approximately 13.9% of the Caribbean’s Gross Domestic Product (GDP) and 15.2% of total employment…. ranking the Caribbean as having the highest dependency on tourism.”
The Minister reiterated the need to diversify the services sector and commended Caribbean Export’s work in this area to support services innovation and build a robust services sector.
The Services Go Global programme was developed, by Caribbean Export in collaboration with Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH and the European Union, to optimise the export of services from CARIFORUM States. The programme focuses on building the capacity of service providers to capitalise on opportunities under the Economic Partnership (EPA), Caricom Single Market Economy (CSME) and other third-party trade agreements.
The SSG Certification Ceremony was a collaborative effort between Caribbean Export, the Trinidad and Tobago Coalition of Services Industries (TTCSI) and the Caribbean Network of Services Coalition (CNSC).
Hot pepper sauce is a staple in almost every Caribbean kitchen and every island makes it slightly differently.
Some use scotch bonnet peppers, others will only have habanero, while a few will combine the two; some recipes include vinegar while others prefer mustard; and some will add tropical fruit for sweetness, like mango or papaya, and others will call for sugar.
One thing is for sure though, no other condiment holds such sway over almost every West Indian household.
In 2014, Dominica-based entrepreneur Graceson John, started offering his own exotic twist on hot pepper sauce.
Graceson was working in catering and would create spicy sauces to compliment certain dishes. He soon realised how much people loved his unique concoctions, and started bottling his recipes under the brand name ‘Big G’, which is his long-held nickname.
Graceson recalls: “Cooking is a passion of mine so I love being innovative with flavours and switching up a recipe to make it my own. One day I was just working on a base pepper sauce and I decided to experiment with flavours like garlic, roasted garlic, turmeric, and pumpkin.
“I started off in my mother’s kitchen using all her kitchen utensils and even coffee cups. I was looking for a certain consistency. At the beginning I had a lot of failure and threw lots of pepper sauce away because I couldn’t get the right texture.
“In 2013 and 2014 I did some business training with the Dominica Youth Business Trust and I won a cash prize for my business proposal. I used that money to buy my first blender. Then I registered the business, had labels and a logo created, and we grew from there.â€
Fast Facts
• The global hot sauce market is projected to reach $5.9 billion (US) by 2025, with a compound annual growth rate of 5.2% (2020-2025) (Imarc group). • By 2022, total sales of hot sauce in the United States is projected to reach 1.65 billion (US) (Statista). • 75% of US consumers enjoy spicy foods to some degree, according to Mintel. • Hot sauces are especially appealing to American consumers aged 18-34 (Technomic). • In the UK, Caribbean sauces and condiments are worth £1.12bn, according to Caribbean Export’s ‘Absolutely Caribbean’ report.
Graceson began selling ‘Big G’s Hot Pepper Sauce’ on a small scale from a relative’s restaurant, but within a year the product had become a regular fixture on almost every supermarket shelf in Dominica. However, he admits that the public were initially hesitant about his many variations on the standard recipe.
“Traditionally people aren’t used to pepper sauce with those flavours and different colours,†Graceson says. “Elderly people were especially sceptical because they think hot pepper sauce should always be red. But the public eventually accepted it and have supported me for the past seven years.
“We have over 20 flavours right now including coconut pepper sauce, cinnamon pepper sauce, ginger, mint and even coffee. We grow all our spices, herbs and seasonings and even some peppers as well, but we also purchase from local farmers in Dominica.â€
Graceson’s business has been recognised locally and regionally and he has won five awards so far, including the ‘2015 Caribbean Regional Start-Up Young Entrepreneur’ and ‘Best Quality and Most Innovative Product in Dominica’ in 2016.
Graceson has taken Big G’s growing success in his stride. Production has kept up with demand mainly because of a “mini factory†constructed in his home village of Delices. While setting up the facility he received invaluable technical training from the Caribbean Export Development Agency (Caribbean Export) on Good Manufacturing Practice (GMP), and Hazard Analysis Critical Control Point (HACCP).
In addition, Graceson received a €1000 (Euro) grant which was put towards improving the processing area which had been devastated by Hurricane Maria in 2017.
Graceson reveals: “Just before Hurricane Maria I was building the processing area and we had just finished the plumbing and electricals when the storm hit. I remember going inside and everything was gone.
“It was discouraging because I’d put in so much money. But then I just thought about the people who died and those who lost loved ones. I picked myself up and started back over again.â€
Currently, many businesses in the region are also struggling with the COVID-19 pandemic, but Graceson says the global health crisis has not been too disruptive for Big G’s because “people still have to eatâ€.
Instead, he is pushing on with plans to establish a state-of-the-art factory in Dominica which will further enhance his production capabilities, improve standardisation through internal lab facilities, and create employment for at least five people.
He has also expanded the Big G’s product range to include flavoured ketchups, barbecue sauce, salad dressings, and seasoning sauces.
Big G’s is currently exported within the Caribbean region, but Graceson wants to reach out to the US, where he believes his sauces will appeal to the diaspora.
“I am trying to penetrate that market because America has a lot of Caribbean people,†Graceson says. “People in the Caribbean like their pepper sauce and they will support you if they know you are from an island.
“We’re looking at renting a small place in the US to manufacture the sauce but it would be ideal to find a large manufacturer to partner with because then I won’t have to worry about health certificates. Some even already have deals with a distributor, who might also have links with supermarket chains, and once Big G’s is in one store it could be seen across every state in America.â€
Graceson adds: “Big G’s is my baby and eventually I want it to be all over the world. My passion and drive to succeed is what keeps me going. I want to develop my brand into something that makes me proud, so when I look back in 40 years’ time I can say, ‘yes, I did that’â€.
Minister of Agriculture and Fisheries, Hon. Audley Shaw has announced millions of dollars in investments in the agricultural sector.
Among them is a US$95-million investment to create a certified organic high-tech greenhouse farm in Goshen, St. Elizabeth, “which will be the largest, by far, in the regionâ€, he said.
He informed that the joint-venture project “will be undertaken on a 200-acre property over a seven-year period, and will specialise in Heritage and Heirloom produce, TOV tomatoes, bell peppers, bush beans, garlic, strawberries, cucumbers, sweet corn, watermelon, and other assortments of fresh produceâ€.
The Minister was addressing the opening day of the virtual Caribbean AGTECH Investment Summit 2021 (CATIS 2021 on Tuesday (October 5).
He further cited the US$6-million JFVL Agriculture Project, which will deliver fresh fruits and vegetables for the domestic market, including satisfying demand from the tourism sector.
The joint venture equity investment is centred on the establishment of a state-of-the-art fully integrated supply chain operation.
“The project involves the production, warehousing, cold storage, and multi-channel distribution of fresh produce on the domestic market,†the Minister said.
JFVL’s business model involves the engagement of contract farmers to farm a 600-acre property in Hill Run, St. Catherine, under the company’s direct management, Mr. Shaw said, noting that a feasibility study on the project has been completed.
In addition, the Minard Estate Farm in Brown’s Town, St. Ann, will be expanded under a public-private partnership to increase live animals, beef production, semen, and embryo production, and a 500-acre Agro Park will be built in St. Thomas, under joint-venture equity.
“It (agro park) will be a leading global development site for climate-smart agriculture production, resulting in import replacement of highly valued crops for distribution and export,†the Minister said.
The virtual Caribbean AGTECH Investment Summit was organised by the Caribbean Association of Investment Promotion Agencies (CAIPA), in collaboration with the Caribbean Export Development Agency and its partner, the Caribbean Agribusiness Association (CABA).
The three-day Summit was aimed at promoting the Caribbean as a destination for investment in high-tech agribusiness ventures, with a focus on the production of crops, meat, and seafood, as well as value-added products from the region using smart technologies.
The Caribbean Export Development Agency and the Government of Guyana have agreed to deepen collaboration in investment promotion, export development and the services sector.
These priority areas of focus for Guyana’s development were the topic of discussion when Executive Director Deodat Maharaj met H.E Dr. Irfaan Ali, President of Guyana last Friday, October 8, 2021.
Mr. Maharaj said, “It was good to meet with H.E Mohamed Irfaan Ali, President of Guyana and agree on the focused areas of our support. The Guyana- Caribbean Export partnership will emphasise the creation of jobs and opportunities as the Agency continues to help to advance a transformational agenda.â€
A strong champion of the Agency’s work, President Ali last week delivered the keynote address at the recently concluded Caribbean Agtech Investment Summit. Here President Ali stressed the imperative of the agricultural sector and attracting investment as the Region seeks to build much-needed food security. The Agency also supported Guyana’s first-ever Virtual Investment Forum headlined by President Ali on March 23, 2021. That initiative saw close to 567 participants coming from 41 countries.
Looking ahead, Caribbean Export is committed to further deepening its collaboration and partnership with Guyana to create jobs and opportunities.
As Executive Director Deodat Maharaj continues the Agency’s stakeholder engagement mission in Guyana, he met with The Honourable Hugh Hilton Todd, Minister of Foreign Affairs and International Cooperation.
During yesterday’s discussions, Mr. Maharaj expressed Caribbean Export’s keen commitment to support Guyana in export promotion, steering investments to the country, and supporting the development of the services sector.
The discussions were welcomed by both parties who agreed on the vital importance of creating jobs and opportunities for the people of Guyana.
Mr. Maharaj’s engagement has taken place during the Week of Agriculture, when Caribbean Export has hosted the region’s first-ever summit focused on attracting agricultural technology in to the region Caribbean AgTech Investment Summit. The event welcomed a feature address from the President of Guyana Dr Irfaan Ali.
In addition, the Agency will be launching a Call for Proposals which will enable firms to apply for a grant of up to 30,000 euros.
On October 4, 2021, Executive Director of Caribbean Export, Deodat Maharaj, met with Dr Peter Ramsaroop, CEO, GoInvest, to discuss the programmes and initiatives the Agency is implementing to provide targeted support to Guyana.
During the discussions, Mr. Maharaj reaffirmed Caribbean Export’s commitment to support private sector development as the Agency seeks to fast-track recovery, facilitate job creation and opportunities for the people of Guyana.
“Caribbean Export is happy to meet and agree with GoInvest on our practical, concrete support to help provide jobs and opportunity for Guyana at a time of incredible opportunity and transformation for the country.” remarked the Executive Director.
Caribbean Export will continue to support micro, small and medium scale enterprises in Guyana through our grants and capacity building programmes helping them to access key markets to create jobs and earn foreign exchange. It was also agreed that Caribbean Export will provide support to Guyana as it seeks to upscale its efforts at nearshoring.
Mr. Maharaj will be engaging with other stakeholders, in Guyana, over the coming week as the Agency continues to be on the ground listening and engaging with its stakeholders and partners.
Since launching her health and wellness brand ‘Sugar Town Organics’ in 2010, Kittian entrepreneur Anastasha Elliott has been very busy.
The company’s debut product line ‘Yaphene’ consisted of natural soaps, shampoos, and conditioners. A spinoff of organic and vegan food items followed shortly afterwards called ‘Flauriel’.
In 2019, the ‘Marapa’ luxury beauty range was added to the Sugar Town Organics family, and in 2020 the newest member arrived – ‘Baba Lullaby’ – which caters for babies and children.
Every single product is methodically handcrafted by Anastasha and two other full-time employees using traditional extraction, blending, mixing and infusion techniques. Some of the nourishing indigenous ingredients used include aloe, lemongrass, roselle, hibiscus, papaya and coconut.
Anastasha harvests most of those fruits, along with medicinal herbs and spices, from a mini-farm in the backyard of her home but she also works with six local farmers for a variety of raw materials.
The rapid expansion of Anastasha’s skin, hair, and body brands over the past decade are a testament to her focus, drive, and determination.
Fast facts:
The Global Natural Cosmetics Market is expected to reach $89.7 billion (US) by 2030 according to a report from Sheer Analytics and Insights.
Demand for natural ingredients from the European cosmetics sector is increasing (CBI).
Europe dominates the market for natural skin care products and accounted for 33.2% share of the global revenue in 2019 – Grandview Research.
Younger consumers favour natural and organic products, more so than previous generations before them (CBI).
Anastasha comes from a self-sufficient family who are used to living off the land. She was actively encouraged to be self-employed from a young age and even had ‘own a business by the time I am 30’ on her to-do list!
When she was eight, Anastasha began dabbling in various money-making initiatives. Over the years she has tried her hand at tie-dying t-shirts, knitting crochet hats and accessories, designing clothes, and making cupcakes and patties.
“I’d been working on what I needed to get started as an entrepreneur for a while,†Anastasha recalls. “I had an idea what I wanted to do, but I didn’t have a lot of money. I remember going to the bank, even though my mother told me not to, and that was a very disheartening experience because the woman I spoke to actually laughed at me.
“I went back to my mom, and she suggested I have a bake sale to raise more funds. I did the first one and everything sold out! I ran that bake sale for four years, operating out of my home, until I had enough money to start my business. My mom matched the money that I made as well.â€
The seed for Anastasha’s botanical business was planted several years earlier when her mother Myrtrice was diagnosed with cervical cancer. She fought the illness using a holistic approach and completely changed her eating and lifestyle habits to become cancer-free after just a few months.
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 handed down.
Anastasha says: “We grew up making a lot of stuff. I learned how to make soap, and the basics of mixing butters and oil, from my mother. I also had some family recipes, that in some cases were four generations old, which helped me to choose the right ingredients for our products.â€
She adds: “The ingredients have to be from the Caribbean or an area that has influenced the Caribbean like Africa or Europe. I spend quite a bit of time on research to see what natural remedies and plants have been proven to work for specific conditions like eczema.â€
Anastasha’s popular vegan food and beverage line was introduced just months afterwards as she worked towards minimising waste by as much as possible.
“Flauriel came about because, after making the products for Yaphene, I had a lot of raw material left overâ€, Anastasha recalls. “I only used a small amount of food, and I couldn’t consume it all. So, I thought about making jams, jellies, dips, hot sauces, and wines with it. People loved them so much, I decided to develop it into a fully-fledged line.â€
Anastasha says listening to what her consumers want from her products has been a key factor in her company’s ongoing development, along with invaluable support from regional agencies, like Caribbean Export.
“Caribbean Export has helped me develop personally and professionallyâ€, Anastasha says.
“In the space of one year, our sales grew 150%, and I put a lot of that down to the assistance we got from Caribbean Export. They offered us training, access to tradeshows, and exposed us to other markets. We built our export base through a lot of those tradeshows. Even the partnership I currently have with a company in North Carolina for an Amazon Store is because of Caribbean Export.â€
Anastasha hopes the launch of the upcoming Amazon Store, which will offer her Flauriel food range to a global audience, will re-energise Sugar Town Organics’ exports to pre-COVID levels or better.
Before the COVID-19 pandemic, Sugar Town Organics’ sales were split 75/25 between the local and overseas market respectively. But since the pandemic that has shifted to 90/10.
The global health crisis has drastically impacted the retail aspect of the business in St Kitts as well. Anastasha opened a store in February 2021 in the Pelican Mall in Basseterre but was forced to close for six months at the height of the outbreak.
Anastasha says: “Opening a store during these hard times was a positive move but honestly it’s been a struggle. Even when we did reopen after the lockdown, there were still so many restrictions, and that has really hampered the business. We’ve had to adjust quite a bit.â€
Adjustment is the watchword when it comes to COVID-19. But considering Anastasha’s life and business journey so far, it seems likely that she will be able to make any changes necessary to ensure Sugar Town Organics does not just survive but thrives.
Caribbean Export Development Agency and The Shridath Ramphal Centre for International Trade Law (SRC) have agreed on a framework to partner on a trade and investment research agenda.
The agreement outlines several initiatives which will contribute to the enhanced competitiveness and sustainable development of the Caribbean region including, research, joint programmes and internship placements.
This is an important partnership for Caribbean Export as it supports the goal of positioning the Agency as a knowledge hub while continuing to provide high-impact support for MSMEs in the region. It will ensure private sector access to cutting edge trade information to enhance decision-making, export competitiveness and facilitate business expansion. The research data will also be key in identifying areas of innovation for regional investment programmes.
In addition, the collaboration will provide students in the International Trade Policy master’s programme with the opportunity to gain much needed on the job training and experience.
The organisations are scheduled to sign the Memorandum of Understanding on Friday, October 1, 2021, at 10 am AST. During the online event, there will be remarks from Caribbean Export’s Executive Director, Deodat Maharaj, Pro Vice-Chancellor and Principal of UWI, Professor Clive Landis and the Director of the SRC Dr. Jan Yves Remy.