Caribbean Eyes Rise of the Gluten-Free Market

A GLUTEN-FREE diet is the new way of life for millions of people around the world, including the Caribbean. This unique food market is expected to grow to the value of £26 billion by 2025.

Wheat-based flour contains varying levels of the protein gluten which has gained significant notoriety over the past decade due to increasing prevalence of gluten related health complications. On the other hand, the gluten-free products market has witnessed substantial innovation in terms of new product launches along with research, development and collaboration by the industrial players because there has been a general switch by consumers to more health-conscious options across the board.

Worldwide

Also, the overall increasing disposable income of the consumer and their evolving buying pattern over the past few years has led to a surge in the sales of gluten-free products worldwide.

Healthier

Increasing health and wellness concern among the population is a major factor for the growing demand for these food products. The strong belief that gluten-free products are generally healthier is one of the key factors responsible for purchase among consumers. There is also high perception among consumers that gluten-free food adds to the nutritional content and helps in weight management. The linkage of increased energy and weight loss is also another factor for its popularity.

Substitutes

The Caribbean, with its range of natural starchy tubers like cassava, yams, sweet potatoes and breadfruit has long been using these edibles as substitutes for flour and a few companies from the region have launched themselves into the huge gluten-free food market. Last September, a number of these companies participated in the Caribbean Export sponsored CARIFORUMEU Business Forum and Authentic Caribbean Expo in Frankfurt, Germany.

Here we look at two of these companies Carita Jamaica and O’s Foods from Barbados that are using their innovative ideas to manufacture gluten-free products for baking, light snacks, pastry or desserts.

Barbados O’s food ready for the European market

O's Foods founder, Theophilia Louisien- Stoute

OS is a family-run food business in Barbados, managed by Theophilia Louisien-Stoute.

It first started as a home based business, but has gradually developed into a factory run operation which manufactures healthy gluten-free products such as alternative flours made from cassava, plantain, breadfruit, sweet potato, coconut as well as mixes, coating, cassareep and virgin coconut oil.
Theophilia sees herself as a gluten-free flour expert as she has been in business for over 13 years and has over 13 products which promote her range. These include Breadfruit fishcake mix; breadfruit flour; Breadfruit pancake mix; Cassava flour; Cassava dumpling mix; Coconut coating and Fry and Bake coating.

Theophilia explains why going gluten-free is the healthier choice: White flour usually has gluten included which is why when you add water it turns into a paste that can make you feel bloated. On the other hand, water will run through gluten-free flour without forming a paste. It’s that paste in the white flour that makes some people gluten intolerant.

O’s gluten-free flour can be used in many versatile ways including as a pancake mix; a delicious porridge; coating for fried chicken and browning for meat and fish. Theophilia said: With our gluten-free flour you can fry or bake with it and forget about the other traditional flour. Try and be healthy by using our products.

Paradise

A wife, a mother of four and now the grandmother of nine, Theophilia Louisien-Stoute, who is affectionally called Offee, is a true Caribbean woman. Born in the beautiful island of St Lucia she is married to a Guyanese and lives in the paradise island of Barbados.

She said: We cherish the public’s opinion and for the last six years, we have been launching new products and have exhibited them at the Barbados Manufacturer’s Expo (BMEX). We have formulated our products so that they are easy to use to make your favourite meals and deserts.

Our mission is to provide the highest quality products for our customers and our vision is to have our O’s products used worldwide.

To achieve this end, Theophilia took her O’s brand to the Caribbean Export sponsored CARIFORUM-EU Business Forum and Authentic Caribbean Expo in Frankfurt, Germany which gave her an opportunity to meet face to face with potential buyers and distributors.

She said: Since our participation in the Forum, we have had many people calling us about our products, but it’s the cost of freight and getting the volumes secured which will decide on who we will partner with on any distribution agreement. We are ready to export our products to the European market and have received HCCAP certification.

Find out more about O’s Barbados here.

Make exciting recipes with Carita’s breadfruit flour

Carita Jamaica is an import / export food company which has been in existence for over 30 years and is one of the many Caribbean-based entities which has marketed gluten-free food products as part of its offering.
While the company specialises in fresh produce, owner Rita Hilton lists three of the popular value-added gluten free products in her range as baking flour made from breadfruit, cassava and sweet potato which are perfect for creating fritters, chips or flat bread to make a pizza crust.

Additives

It is how creative and innovative people can be in using the flour, she said.

Rita Hilton, founder of Carita Jamaica food brand

Rita is also proud to note that the gluten free flour range which can make exciting recipes like Jamaican Sweet Potato Pie, Breadfruit Banana Bread, Breadfruit Pancakes and Breadfruit Vegetable Burger, do not have any foreign additives in them as they are all made with Jamaican products.

We are authentic Jamaican, she said.

Hilton’s company, Carita Jamaica, is an exporter of fresh products and processed foods from Jamaica. Carita not only grows produce for export, it also sources produce from local farmers across the island, thus supporting local rural communities.

After switching from her first career of teaching in 1984, Hilton founded Incorporated Marketing Developments Limited, a year-round exporter of fresh seasonings, vegetables and ground provisions from Jamaica to the United States, Canada and the UK. The company’s name was later changed to Carita Jamaica.

She explained why she moved into agricultural export: I did this based on my passion for Jamaican food and wanting the world to access it, not from cans, but fresh, just as we consume it in Jamaica. I built this firm from one person to over 30 employees today.

Farmers

I live in a rural agricultural community and have seen the lives of the families there. I understand how critical it is to earn enough to care for a family. This has fuelled my commitment to source from rural farmers and to always keep looking for new suppliers and also engaging them and national partners in farming improvement techniques, she said.

This passion has also led her to branch out into the industry of product development and innovation. The company has grown to include, not only the gluten free flour range, but also vacuum-sealed ready to prepare meals, herbal teas, soup mixes, and frozen foods.

Hilton now has her eyes set on taking the ready to eat fresh food, pre-cooked and vacuum-seal products to the international market. All you need to do with this is add your own flavouring, seasoning and it is ready to serve. We have eight products in line for that, she said.

Last September, Carita Jamaica participated in the Caribbean Export sponsored CARIFORUM-EU Business Forum and Authentic Caribbean Expo in Frankfurt, Germany which gave the company an opportunity to put its products in front of potential buyers and distributors.

Hilton felt the exposure in Frankfurt was extremely valuable as some important contacts from Europe and the UK were forged. She said: We are looking for a distribution partnership who understands the vision that we are providing a healthy option with natural foods coming from Jamaica.

She also praised the Caribbean Export initiative. She said: They are doing an amazing job and I commend them highly for giving businesses, like ours, the opportunity to meet potential international partners.

Find out more about Carita Jamaica here.

This article was originally published on The Voice as part of a series featuring Caribbean entrepreneurs and businesses sponsored by the Caribbean Export Development Agency.

Caribe impacta industria de cosméticos naturales

THERE IS no question in that the cosmetic industry is growing at an exponential rate which makes it hard not to notice the boom taking place at the perfume and body care counters in major retail stores on the high streets as well as supermarkets shelves across Britain.

Around 50 per cent of British consumers favour cosmetics made from natural ingredients, the highest figure in Europe. In 2018, sales of certified organic and natural beauty products grew for an eighth consecutive year to reach £86.5m, up 14 per cent on the previous year.

Because the sector is currently growing at an annual rate of 8-10 percent, this has spurred increasing demand for natural ingredients and it is no surprise that in the past year exports of essential oils from the Caribbean to the EU have grown by 33 percent.

The Caribbean is not only famous for its beautiful beaches and rum but also for the natural ingredients produced in the region and this where a number of innovative Caribbean entrepreneurs are capitalising on a niche in the international market place.

Damie Sinanan, the competitiveness and export promotion manager of the Caribbean Export Development Agency (Caribbean Export) said: “Apart from the health benefits of these essential oils and other natural ingredients many Caribbean companies sell in the EU, they also work hard to make products as sustainable as possible, from production to packaging, with the aim of not generating waste or harming the environment”, comments Sinanan.

Last September, three such companies participated in the Caribbean Export’s 4th CARIFORUM-EU Business Forum and Authentic Caribbean Expo in Frankfurt, Germany which gave Bahama Spa, Sugar Town Organics and True Shades Cosmetics the opportunity to put their products in front of potential buyers and distributors.

Here we look at these three Caribbean companies, all headed by women, that are making their mark on the natural cosmetic industry.

BahamaSpa products made with love

BahamaSpa, founded by Indira Weech and established in 2004, manufactures luxurious bath and body line of products handmade with love in paradise, inspired by the vibrant culture, beauty secrets and the natural beauty of The Bahamas.

The BahamaSpa brand is sold at upscale boutiques, resorts and spas and the products are made with various edible ingredients and powered by sea salt and ocean water harvested from the pristine waters of The Bahamas.

Opportunities

Indira says the aim of her enterprise is to protect women from harmful chemicals, provide job opportunities and teach new skills to women. “We are a 90% female owned business”, she says.

“Our products are made from the very finest from the land and sea. They are perfect for the spa and salon markets and do excellent in retail in the souvenir and gift market as well…we are the perfect gift!

“Our business was started to provide a sustainable yet upscale gift for the tourism industry. We began our journey with a soap and due to demand we expanded our product offering to become a full line of spa and wellness products.

“In 2020 we expanded and added a subscription box service and a line for hair care and products for the home. We have private labeled products for an exclusive resort,” Indira explains.

BahamaSpa has been featured on ABC’s Good Morning America and in international publications. Just this February, BahamaSpa was chosen as an exclusive gift for the celebrities at a 2020 Oscar Awards after show party in Los Angeles, Califormia.

The international exposure for the company is also growing as Indira indicates: “We are also honoured to be chosen as the fi rst product to represent The Bahamas at the 2020 World Expo in Dubai later this year because of our commitment to excellence and our sustainability mandate.”

Among the BahamaSpa product line are: Mango Sugar Scrub, Ocean Water Soap On Rope, Sandy Feet Soap Scrub, Sea Salt Soap, Island Man Sexy Hand and Body Chantilly Cream, Ocean Bath Bar and Coconut Tart Hand & Body Cream.

Outstanding

Indira said her participation at the Caribbean Export’s 4th CARIFORUM-EU Business Forum and Authentic Caribbean Expo in Frankfurt, Germany Expo was and outstanding experience. She said: “There are so many people who came to our stand and bought all the products we had and I still get request now from people who wanted to re-order. Many said they were drawn to the stand because of the alluring aroma from the products.”

Indira is looking to expand her BahamaSpa product line in luxury markets globally, particularly into England, France, Spain and the Netherlands, so she is actively seeking strategic partnerships, distribution and retail opportunities.

For more information visit: www.thebahamaspa.com

Your True Shade just for you

Dianne Plummer is the founder and CEO of True Shade Cosmetics Limited, producers of the uniquely Jamaican cosmetic brand ‘Your True Shade’.

It is Jamaica’s first natural make up line and the company was incorporated in August 2015, but the idea to create the line came from Dianne’s own experience while studying overseas back in 2011.

Sensitive

The Chemical Engineer graduate had embarked on a journey to pursue Master’s degrees in Sustainable Energy and Mechanical Engineering.

While there, she faced a major issue in finding cosmetic products that both matched her skin tone and was delicate enough to not aggravate her sensitive skin and eczema. In the absence of suitable products, she did what any good Chemical Engineer would do: She made it herself and that is how “Your True Shade” was born.

Cosmetic

Seeing the potential in her products, and based on constant requests from friends, she decided not to keep it to herself. What started out as an act of necessity led to a viable profit-making endeavour with Your True Shade cosmetic line which is becoming available at pharmacies and beauty supplies stores in Jamaica.

Dianne says her vision for Your True Shade is to be a trailblazer in natural cosmetics dedicated to creating healthy products of the highest quality.

“YTS is manufactured for women of colour and provides the shades that typically women have a difficulty in finding. What’s different too is the type of ingredients. We use natural minerals, aloe vera, shea butter, things that people who have sensitive skin can feel comfortable using. We are also certified by Cruelty Free International so people who use vegan products can be comfortable using our products,” says Dianne.

Speaking about her participation at the 4th CARIFORUMEU Business Forum in Frankfurt, Germany last September, Dianne said she reached out to a lot of fashion designers, models and other influencers and she was able to establish on going links in marketing YTS products in Germany.

“I am really focused on the international market and I have linked up with Sugar Brown Cosmetics in Finland to do private labelling for them and also make-up classes. The market for YTS is for those persons who are having a challenging time in getting make up and skin care products suitable for them,” Dianne said.

For more information visit: www.yourtrueshade.com

Sugar Town ventures into food and cosmetics

Sugar Town Organics is an agro-processing company based in St Kitts and Nevis headed by Anastasha Elliot. It was formed in the 2004 to craft edible goods as well as cosmetics, using agricultural produce grown within the Caribbean with a focus on its island home.

The company uses traditional techniques in its formulations to craft unique products inspired by the twin island’s culture and history.

Unique

Anastasha Elliot said the company’s primary aim is to “offer a unique wellness experience for men and women, with a dedication to providing the highest quality of healthy foods and cosmetics infused by our culture, ingenuity, innovation and originality.”

Sugar Town Organics currently provides products in four ranges.

Hair care which covers shampoo, conditioner, leave in conditioner, hair growth serum, hair butter and hair oil for natural or processed hair and also for locks. Skin care using herbal soaps, face wash, face toner, face serum, night facial oil, face crème and eye crème.

Portfolio

Body care comprising lotions, deodorant and perfume spritz. A new baby line has now been added to their portfolio.

Anastasha, who runs the business alongside her mother, says the company is built on a family legacy of healing through nature, utilising food to aid continued health and heal from diseases.

Europe

Reflecting on taking part in the Caribbean Export’s 4th CARIFORUM-EU Business Forum and Authentic Caribbean Expo in Frankfurt, Germany. In Frankfurt, Germany last September, Anastasha said: “It was your first time being that far to Europe and to an event of that nature. It gave me a wonderful insight into what people on the ground are looking for and also gave me knowledge of some of the charges that can be incurred if your products are in plastic instead of renewable packaging. It gave me valuable access to information like that. “Caribbean Export’s help has been quite invaluable for our business as they have given us exposure to different markets which we could not have done on our own,” Anatasha said.

For more information visit: www.sugartownorganics.com/

This article was originally published on The Voice as part of a series featuring Caribbean entrepreneurs and businesses sponsored by the Caribbean Export Development Agency.

Una marca local que da frutos

Like most Caribbean islands, the Dominican Republic is abundant in fruit. They are also known for producing some of the most varied of these tropical delicacies in the world, and the local sector is flourishing on the global stage. One company that is reaping the benefits of this competitive advantage is Procesadora Vizcaya. The family-owned business was established in 1986, and manufactures and distributes a wide range of tropical fruits and fruit products for mass consumption.

“We have two lines, one for consumers and the other for factories in the food industry. The consumer line consists of locally grown fruit-based jams, syrup, pastes and pulps,” explained General Manager Miguel González Gerente. “For the factories, we produce tropical fruit bowls and value added products for the ice cream industry and the jam industry to name a few.”

Procesadora Vizcaya also packages whole and ground oregano, cinnamon, annatto, coriander seeds, sesame seeds, pepper and other spices for distribution. The company currently employs 52 persons full time, and an additional 45 seasonal staff to handle the increased production during peak times.

Miguel shared that his father established Procesadora Vizcaya because he saw the opportunity to meet the demand for tropical fruits in the Latin community, and the local factory industry.

“This was how we actually found our niche in the fruit manufacturing sector. After undertaking market research to ascertain consumer needs, we noticed that there was a void there to fill. So we started with a small line of fruit products to satisfy those needs and that is how we gained our competitive advantage.”

With a primary focus on the needs of the consumer, Procesadora Vizcaya carved out a formidable share of the local market and is now considered one of the leaders in this sector. In addition to serving the local Latin community, the company targets consumers in the United States, Puerto Rico, and Cuba. In the regional and international spheres, the 28 year-old company has successfully broken into Aruba, Haiti, Turks and Caicos, Saint Maarten, Canada, and Spain.

“Our export market strategy was built on finding a distributor who was reliable and had sound knowledge of the market we wanted to enter. We also looked for factories who needed a company like us to develop products for them to distribute, and also saw the potential for us to grow as a partnership.”

Miguel admits that many of the achievements they have today didn’t come without challenges, but they endured and heeded the lessons that were learnt along the way.

“Getting the products in the big chain supermarkets in the Dominican Republic was challenging because we were a relatively unknown brand competing against bigger names. In the international market, finding distributors that wanted to work with a new brand was also difficult. But we continued to manufacture our products to the highest quality and standard, and this translated into customer loyalty, and we eventually overcame the hurdles.”

As Procesadora Vizcaya continues to expand, Miguel sees the value of establishing strong relationships with local and regional organisations committed to the growth of the Caribbean firms.

“One of the local agences that has been extremely supportive of us is the Centre for Export and Investment in the Dominican Republic (CEI-RD). In fact it is was through them that we began to work with the Caribbean Export Development Agency, and that engagement has had a tremendous impact on us.”

In 2012, Procesadora Vizcaya was selected as one of 22 regional firms to participate in a 10-day Study Tour to France, Germany and the UK. This was the first mission that Miguel had attended with support by Caribbean Export, which he views as extremely beneficial to his company.

“During the Study Tour, we learned about the different manufacturing processes of international companies and it provided an opportunity for us to see how we could improve on our own production practices. We also met with European buyers and distributors with the hopes of establishing promising contacts.”

The company also participated in the CARIFORUM-EU Business Forum in London that year, and the Havana International Fair in Cuba in 2013.

During 2014, the relationship between Caribbean Export and Procesadora Vizcaya continued to strengthen with the firm’s participation in Expo Jamaica, the CARIFORUMFCOR/ OCT Business Forum in the Cayman Islands, a technical visit to France and Belgium, and the award of a
grant under the Direct Assistance Grant Scheme and the Special Call for Food Safety Proposals.

Procesadora Vizcaya exhibited its products at the 4th CARIFORUM-EU Business Forum.

Miguel believes that Caribbean Export has contributed to his company’s success in three ways. He credits them with affording Procesadora Vizcaya tangible opportunities that would have been hard to achieve without such steadfast support.

“The Agency has given us continued exposure at business meetings and tradeshows where we have been able to forge partnerships with firms and buyers in Europe and the Caribbean. We were also fortunate to receive financial assistance to improve our operations and modernize our
lab with the aim of improving our efficiency and output capacity.”

In the medium to long-term Procesadora Vizcaya intends to expand globally, and be recognised as a major supplier of tropical fruit products. Over the next six months, the company hopes to enter the market in Jamaica, Barbados, and Guadeloupe.

Miguel thinks that other regional firms can successfully break into international markets if they maintain the highest possible quality and standards, and remain authentic to the Caribbean brand.

“At Procesadora Vizcaya we have gained Hazard Analysis and Critical Control Points (HACCP) and European Quality Assurance (EQA) certification because of the value they add to our products and the process by which they are created. We’ve also seen that the Caribbean produces excellent products, which are innately unique to us as a people. I think it is important to remember this and use it to our advantage on the global stage.”

Miguel’s dedication and belief in delivery unwavering quality provides the right foundation to not only nourish his family’s business, but also position Procesadora Vizcaya as a world-class brand.

This article was originally published in Primed for Success Vol. 3.

Pretty Boy Focused on Developing Artists and Launching Careers

While the Caribbean is primarily focused on getting artists discovered, other parts of the world are more focused on artist development.

That is according to Trevor Pretty, Chief Executive Officer of Pretty Boy Worldwide, whose company has adopted the latter model with the aim to not only develop regional artists but to launch successful careers.

Speaking on the sidelines of a Pretty Boy artist showcase held at Rascals in Barbados last December, Trevor Pretty revealed that the event was the climax of a two week songwriting camp. He said the intense workshop was attended by singers, songwriters and producers from Trinidad, Dominica, Curaçao, St. Maarten, Miami, Philadelphia and New York. Some of the participants were handpicked after they took part in the 4th CARIFORUM-EU Business Forum held in Germany.

The Caribbean Export Development Agency (Caribbean Export) staged the business forum in September 2019 in an effort to expose regional entertainers to European music executives and consumers.

Caribbean Export also provided Pretty Boy Worldwide with technical support to host the songwriting camp and artist showcase in Barbados.

Trevor Pretty explained: We picked the best artists [from the business forum] and we are going to develop their careers. We talked to each artist, found out what their genre was, their direction and the stories they wanted to tell and we created new records for everybody, everybody got an album. It wasn’t just a music camp, they wrote songs but they had a photoshoot, received graphic direction, had a social media workshop, shot music videos and had a live performance workshop.

Caribbean Rhythm & Vibes showcase ticks all the boxes for UK Music Industry Professionals

At the end of the songwriting camp there was a showcase where some of the artists performed for music executives from major music labels, international publicists, publishers, managers, branding companies and key radio personalities from the United Kingdom (UK) and the United States.

The Pretty Boy CEO disclosed his goal was to get artists signed to international publishing or record deals, joint ventures and tour opportunities through his independent Caribbean company.

The Caribbean is a focus point, it has been for a very long time but we do this thing where one artist makes it and then there is a gap, and then another artist makes it, what we are planning is that a bunch would go together.

Artists being discovered in the Caribbean, that’s one angle, in every other part of the world artists are being developed. We have adopted the programme of developing artists and from this their careers will be launched, Trevor Pretty outlined.

Keecia Ellis of Jack Russell Music Publishing praised the songwriting camp, stating she had seen growth in the artists that she had met just two months prior at the 4th CARIFORUM-EU Business Forum. Being able to witness such a growth in a short space of time was excellent because it means they are really in development for the music industry, she observed, adding that the business forum was an excellent idea since the artists were exposed to the UK format.

Emerging talent is really what we are after, said the music executive whose company solely deals with Caribbean genres. She outlined that Jack Russell Music Publishing was open to signing publishing deals, assisting with artist development and creating collaborations between Caribbean and UK artists.

Lauding Pretty Boy Worldwide and Caribbean Export for staging the songwriting camp and showcase, Keecia Ellis said, It is definitely needed. Caribbean culture is such a great thing and a lot of Western communities take that culture and make it their own. The potential within the Caribbean community is beyond belief and I feel we could expand it into the Western world because a lot of the music they are making is ours anyway.

Meet the Caribbean Rhythm and Vibes Showcase Artists

One of the artists handpicked by Trevor Pretty to attend the songwriting camp in Barbados was Kenyo Baly, who hails from the island of St. Maarten.

Describing the experience as magical, Kenyo said, Being surrounded by artists, producers, and videographers from the Caribbean and being able to relate and exchanges differences, [it made] the creative process so amazing.

He admitted he gained tremendously as his songwriting skills have improved. Being here you see different styles of writing that might be a bit more structured than yours. I hope to get better with my songwriting because that is where the money is at. So besides being an artist, I see myself writing songs for a bunch of people.

Kenyo Baly expressed gratitude to Pretty Boy Worldwide and Caribbean Export for providing a platform to help advance business opportunities in the field.

Being a boy from the small island of St. Maarten which is only 37 square miles, this is a milestone to have the opportunity to be before executives from Universal, Def Jam, and Sony. It is almost like I didn’t have these resources but having these resources now I did my best even though I was nervous at first. I got really good news tonight. I am grateful for Pretty Boy Worldwide for giving me this opportunity and it is very important for Caribbean Export to support initiatives like this because not everyone has access to these resources We wouldn’t be here without Caribbean Export, Kenyo Baly affirmed.

The Pretty Boy Worldwide CEO agreed with this statement; he too commended Caribbean Export for providing technical support to regional businesses who were seeking to enter new markets.

Big companies always want to acquire small companies, so with Caribbean Export supporting stuff like this, it gives us the freedom to create without the pressure of having to sign away your career so quickly. It gives us a chance to be independent because being independent is expensive. People keep say don’t sign major deals but if you are independent you have to look for hundreds of thousands to spend. With stuff like this you get a chance to get over some of the hurdles, because the development and creation process is very expensive. To see if the artist is good enough is expensive. and with Caribbean Export’s support we were able to go through that process in a reasonable way. The support was needed and the artists are extremely appreciative, Trevor Pretty insisted.

Koru Green taking Freetown Collective Music to the World

KORU GREEN Limited, based in Trinidad and Tobago, is fast becoming a leading player in the creative industry, providing globally competitive services as management and entertainment consultant specialists for cultural practitioners to commercialise and monetise their creative content.

Led by managing director Keron Niles, Koru Green Ltd which was formed in 2017 has already established itself apart from other talent companies by developing a unique service within the creative sector, primarily focused on transforming cultural goods and services into sustainable livelihoods.

MARKETS
The company’s focus is to assist creative professionals who wish to find new markets for the content they produce and/or to expand the consumption of their works within markets in which they are already present.

One of the success stories from its stable of clients is Freetown Collective, a six- piece band made up of talented musicians, whose lead vocalist hails from an area called Belmont (formerly known as Freetown) in Trinidad which has produced an eclectic sound using a unique blend of Caribbean rhythm and urban pop that is riveting, relevant and authentic.

Freetown Collective performing

While Trinidad is widely known for its famous Carnival in February, Keron was keen to point out that Freetown Collective is not a carnival music band, but rather a dynamic musical ensemble which is not wedded to one specific genre.

There has been a strong increase in demand for Caribbean music in Europe as seen by the rise in popularity for Caribbean artists and music at festivals such as Summerjam reggae festival in Germany, Ibiza Soca festival in Spain and Reggae Sun Ska Festival in France, along with many others.

Last September Keron Niles and Koru Green Ltd participated in the Caribbean Export sponsored CARIFORUM-EU Business Forum and Authentic Caribbean Expo in Frankfurt, Germany and he felt it was good exposure to the dynamics of the live music market in Europe.

He said: “The Caribbean Export Business Forum provided me the opportunity to meet with some stakeholders who were interested in the music and also allowed me to do some onsite marketing. It also gave me a better understanding of how we can best gain more exposure for Caribbean talent in Europe.”

The CARIFORUM-EU Business Forum was a strategic event produced by Caribbean Export which unveiled international opportunities for Caribbean artists and entertainers, by establishing win-win partnerships between EU private sector representatives and CARIFORUM participants eager to gain access to larger international markets.

UNIVERSAL
Keron said: “The music of Freetown Collective appeals to both the deeply personal and wider universal concerns evidenced by its critically acclaimed debut album ‘Born in Darkness’. It’s not only catchy and relatable, but it also helps us to navigate what it means to be human.”

Keron, however, says that Freetown Collective’s new singles ‘Feel The Love’ and ‘We Bad’ released earlier this month was the first time the band produced a headline track for Carnival. “We have had a few soca songs before, but this is our most formidable attempt at really doing carnival music and the response has been amazing”, he said.

Looking to the international scene, the Koru Green CEO said one of the most important things he is doing now is getting traction for the band in the overseas market.

STRATEGIES
“We are happy that Caribbean music is spreading and becoming more global but it also creates an interesting challenge whereby we have to become even more innovative in trying to get home-grown talent to the international market.

“My job at Koru Green is helping the band to get their message out to the world. Musicians don’t want to have to think of marketing strategies or to conduct the research that is required for them to compete in a global market place, we take on all of that responsibility while they concentrate on creating the music people will love.

DEMOGRAPHIC
“The management service we provide covers such things as conducting research and providing marketing services that would help to drive increased bookings, along with finding out what needs to be done in order to make our music receptive in each market, what are our legal and tax obligations and to source joint ventures and publishing deals.

“We also look at music sales data and the sales data for our live gigs and analyse the demographic trends of our core supporter base. There are not many companies in the Caribbean that provide the services we do at Koru Green”, Keron enthused.

Koru Green Ltd also provides bespoke management consulting services for creative professionals, including musicians, dancers and fi lm makers, that include but are not limited to: Press relations; administrative support (inclusive of accounting and taxation); digital and physical product retail marketing; brand monetisation and creative product marketing strategy development and execution.

This article was originally published on The Voice as part of a series featuring Caribbean entrepreneurs and businesses sponsored by the Caribbean Export Development Agency.

Caribbean Cure Teas: éxito arraigado en mezclas únicas

IN JUST four years after Sophia Stone first came up with the idea of starting a natural herb tea company for the local market in Trinidad and Tobago, she has turned Caribbean Cure into an award-winning international business which now has its sights on the European market.

ISLAND DELIGHTS: Sophia Stone (l) and Stacy Seeterram (r)

Caribbean Cure has already got its foot in the door through leveraging support provided by the Caribbean Export Development Agency (Caribbean Export) and the European Union.

Through participating in Caribbean Export/EU funded programmes Caribbean Cure were able to attend SIAL, Paris where they were shortlisted for a Product Innovation Award in 2018.

MANUFACTURING
They were back most recently in September of last year for Caribbean Export’s CARIFORUM-EU Business Forum and Authentic Caribbean Expo, in Frankfurt Germany where over 60 Caribbean companies showcased their products to the European audience.

This gave Caribbean Cure the opportunity to be featured in the UK Coffee Expo in November through connections which were forged in Frankfurt.

Commenting on the European push, Sophia said: “This year’s work is centred on how we are going to launch in the European market. We have done all the hard work of sorting out the manufacturing and the supply chain to sell our tea formulation using organic ingredients which are really healthy and wonderful, so we are now looking for a partner who will be interested in distributing for us.”

While Caribbean Cure was initially Sophia’s idea of using nature’s herbs and bush teas to promote health and wellness, it wasn’t until she partnered with a friend and confidant Stacy Seeterram, a tea enthusiast in her own right, who embraced the vision of making these healing remedies more efficacious, convenient and attractive to today’s consumer.

CARIBBEAN CURE: range of teas

In a few short months Stone and Seeterram created five tea blends which were to gain Caribbean Cure official recognition as producers of world class teas. This was achieved by winning bronze medals at the internationally recognised Global Tea Championships, hosted by the World Tea Expo in Colorado, for their Tropical Relaxation blend in November 2017 and again for Island Breeze in January 2018.

Sophia’s passion for keeping Caribbean Cure teas unique and authentic lies in the processing of the product.

“I wanted to honour our long history in the Caribbean of using herbs and bush teas. The tea leaves are slow-dried to maximise nutrient content and each blend is also a delicate balance, formulated to create a memorable and unique experience in every cup,” she said.

JAPAN
There is also a little bit of history brewed in each cup of Caribbean Cure tea. Island Breeze, a delicate blend that includes cardamom pods and white tea, is a tribute to Sophia’s Afghan/Canadian heritage, and borrows from one of her family recipes; while Carnival Oasis with its inclusion of mauby bark, cinnamon and clove, transports Stacy – a Trinidadian, with roots woven throughout the Caribbean – back to her childhood as it conjures memories of her grandmother’s “magical” blends.

Since August this year, Caribbean Cure was launched in Japan, making it the first tea company from Trinidad and Tobago to break into the Asian market. An obviously proud Sophia said: “The reason they are interested in our products is because of the health and wellness aspect of it. We are unique in the blend of herbs and natural healing ingredients paired with aromatic flowers and spices in our teas.”

This article was originally published on The Voice as part of a series featuring Caribbean entrepreneurs and businesses sponsored by the Caribbean Export Development Agency.

Repensando el modelo económico para los productores de cacao del Caribe

With the global demand for fine flavor cocoa increasing, one Caribbean company wants to be the model for other regional cocoa farmers to follow.

Overcoming the current challenges facing the cocoa sector in the Caribbean region requires rethinking the current economic model, and this is a project being undertaken by the Trinidad & Tobago Fine Cocoa Company which was established as a public-private partnership with the aim of rehabilitating the cocoa sector. According to the company founder, Ashley Parasram, “the focus is not just looking at the basic economic return, it is also looking at what we need to do to stimulate the sector, remove barriers to trade and create brand awareness to develop opportunities further.”

As the raw materials, production process and marketing of fine flavor cocoa to consumers is complicated, Parasram believes that transforming the Fine Flavor Cocoa Industry in the Caribbean will take five to ten years. Critical to this transformation is developing a sustainable economic model, and that requires increased cooperation and sharing of information amongst cocoa farmers. To aid this effort, Parasram has undertaken site visits to meet with cocoa farmers across the Caribbean region including Barbados, Belize, Dominican Republic, Guyana, and Mexico. He plans to eventually visit all the major producers of fine flavor cocoa in the Caribbean region to document their unique strengths, and this also includes Dominica, Grenada, St. Lucia, Jamaica, and Venezuela.

The goal from these assessment visits is to create a roadmap to build and ultimately leverage partnerships to educate the consumer thereby increasing demand, reducing the number of intermediaries in the global value chain, lending to increasing profits for local farmers and also work to overcome the operational challenges in some countries to ensure consistency. These operational challenges include expensive electricity, lack of processing capacity, lack of distribution logistics or packaging and technical labeling skills.

Simplification of the global value chain is necessary to increase profits for cocoa farmers. Using Trinidad & Tobago as an example, there are typically eight participants in the cocoa global value chain including the cocoa farmer, fermenter, exporter, buyer, importer, processor, chocolatier and then the retailer who sells to the consumer. And with the retailer accounting for up to 30% of the cost, there is very little profit for the other seven in the global value chain controlled by a small number of large trading and processing companies. This control by a few companies often ends up with cocoa farmers achieving minimal profit for their harvest. This imbalance needs to change in the Caribbean to support the investment required to increase production and capture more of the fine flavor cocoa market valued at US$4 billion annually.

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Convirtiendo un Sueño en Realidad

When thinking about fashion, places like New York, London, and Paris come to mind. But within what was once labeled the poorest country in the world, a burgeoning fashion industry lies; one that invokes axioms like “glamour”, “couture”, and “avant-garde”. Haiti is a country known for its enthralling artwork and flamboyant surroundings. Therefore, it is only natural that this instinctive artistic talent would manifest itself in Haitian fashion as well.

On any given day, you can see a diversity of fashions depending on the time of day, or even day of the week. From children in uniforms with colourful hair accessories, to men and women in decked out in their Sunday best making their way to church.

David André

At the centre of this veritable industry is Haiti’s own David André. Educated in one of the country’s most prestigious fashion design schools, Académie Verona d’Haiti in Pétion-Ville, the 35-year-old studied design, fabrics, sketching, and pattern making.

In 1998, while still studying, David’s business had a very modest beginning, but his passion was limitless.

“I started with nothing big in my pocket or in my account. I bought my first sewing machine and had one employee,” David shared. “Now, I have plenty of machines, 10 employees, and a very good clientele list.”

David admits that it took him a while to find his niche, noting that he first wanted to produce haute couture, but then realized that this was not for Haiti, particularly in the late 1990’s.

“I decided to focus on ready-to-wear cottons and linens because it was less expensive, and more suited to our tropical environment. I became focused on delivering quality at an affordable price.”

Today, his company produces and sells custom design clothing for men and women, along with a unisex beachwear line, and wedding pieces, which can be found in boutiques in Haiti, the Dominican Republic, Martinique and Guadeloupe. David also designs costumes for dance companies and music troupes as a part of his portfolio; and showcased in a number of regional and international fashion weeks including the Dominican Republic, Jamaica, Trinidad, Bahamas, Martinique, New York, Toronto, Paris, and Berlin.

David André’s relationship with Caribbean Export started in 2009. “I was approached by the office in the Dominican Republic, to showcase at Dominicana Moda. I was one of six designers selected to exhibit in the Caribbean Designers Showcase.”

Since then, his company has also been chosen to participate in Caribbean Fashion Week in Jamaica, the European Study Tour to France, Germany and the United Kingdom, and London Engage during the Summer Olympics.

“Caribbean Export has been a tremendous resource and a major supporter of the regional fashion industry, especially here in Haiti. Each initiative I’ve been involved in has proven beneficial, but the most impactful has been the Study Tour to Europe. I was able to meet with other regional designers and engage with international counterparts.”

David credits the Agency for exposing him to international markets and the requirements for these markets.

“Caribbean Export took me to places and events that I would’ve never afforded to visit or attend on my own. Even though I was not able to secure clients, I now have a better understanding of what is expected and I believe that with the right support, I can successfully penetrate these markets.”

Acknowledging that it is a work in progress, David wants to educate Haitians on the quality fashion that local designers create.

“Growing up in Haiti, most people bought their clothes from boutiques that import from the US and the UK, but today Haitians have their own sense of style and this augurs well for local designers like me who have something unique to offer on the way to building the Haitian brand.”

A major step in the creation of the Haitian brand was realized with the development of the Haitian Fashion Week. The 3-day event, which commenced in 2012, was free to the public and featured collections by 30 emerging Haitian designers worn by 20 Haitian, and 10 international models.

From swimsuits and formal gowns, to hand bags and accessories, the Haitian Fashion Week delivered all the same features you would expect in any international fashion week, but with a local flare.

David André has a dream to take over the world. But first he wants to start with Haiti.

“I want to be the Yves Saint Laurent of Haiti. He is a huge inspiration for me, as he is someone who started with little to no money, and now he is global brand.”

A part of his dream has already been achieved with the opening of his first store in Haiti in 2011. Aptly labeled David André Collections, his store caters to clientele ranging from young professionals to wealthy retirees, and offers an array of clothing including high fashion, wedding wear, uniforms, and accessories, to name a few.

“I grew up in a family of entrepreneurs. My parents owned a boutique and fashion was a natural part of my life, so I always knew I would open my own store, but this didn’t come without its share of challenges.”

One such challenge was securing capital, especially as a fashion designer.

“Many banks and financial institutions don’t believe that fashion is a high income earner, but my mother was a huge supporter and she gave me the backing I needed.”

As a testament to his tenacity, David constantly seeks new clients and projects to support his staff and grow his business. In fact his next major project is the launch of David André Bridals.

“I am experienced in creating a few bridal wear pieces for clients, but now I have the opportunity to expand into an entire line, and it is exciting.”

David has successfully carved out a market for himself in Haiti, but he also dreams of expanding his brand across the region.

“I have done work throughout the Caribbean, but exporting is a challenge because of the limited space and human resources within my company right now. I also need a strong financial partner, and someone with the commercial contacts within the fashion industry.”

David believes that regional designers can attain success on the global stage if they collaborated more.

“We can come together and support each other much like other designers have done in Europe, the US and Asia. If we take our business seriously, we can be successful”.

David further shared that Caribbean Export is in a prime position to enhance the capacity of regional designers, especially as it relates to brand development and market access.

“Regional fashion design firms need a good structure to able to move forward. This includes financial and technical support, training and information on the best markets within which to sell our products.”

When asked about his recipe for success, David quipped that there were five key ingredients: dreams, passion, patience, devotion and humility. He further encouraged entrepreneurs, particularly those in Haiti, to work on building their dreams, implored them to always ensure they were giving the best quality and keep improving their craft.

“You need to believe in your dreams and never stop dreaming. Once you stop dreaming, you stop working. All you have in this life is your talent and your dreams. Use them as your escape from poverty and as your keys to success.”

This article was originally published in Primed for Success Vol. 3.

¿Un sorbo real?

If ever there was a case study of how the storied past of the Caribbean region is able to contribute to building blocks of successful brand building, then SMAKS is it.

The Trinidad and Tobago based company whose tea products have successfully managed to harness the appeal and mystique of the Caribbean and embody its essence, history and culture has already received the ‘seal ‘ of recognition. when the Queen of England writes to thank you for your tea, you know you’re on to something good.

Not that the brand’s creator, Kiran Akal ever had any doubts. His foray into the luxury tea market and has driven from the start by personal enthusiasm, a passionate love of the beverage, and a conviction that he has something new and exciting to offer to tea-lovers everywhere – including Buckingham Palace! In a world where so many products go for the lowest common denominator, his company, SMAKS Luxury Group (Bespoke Tea) takes a «quality over quantity» approach. «Yes, we are more expensive, but we are not concerned with mass production,» he declares. «teas are really a craft , not an industry.

Akal puts his money where his mouth is: he drinks about 14 cups of tea , » from the time I get up, to when I go to bed.» The love affair started when he was 10, and blossomed when he went to university in London and discovered the world of fine, loose-leaf teas. It served him in good stead many years later, when he was brainstorming with his sister about a way to re-brand his mother’s 31 – year-old business: the original SMAKS, a store in Trinidad and Tobago that sold luxury goods, including fine crystal and porcelain. » My sister suggested I should sell tea, because I drank so much of it,» he recalls. It was a no-brainer.

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La economía del cannabis: ¿se moverá la región con las tendencias mundiales?

Economic growth in the Caribbean region is forecasted to increase from 0.9 percent in 2017 to 2.0 percent in 2018 with the prospects to increase further to 2.6 percent in 2019. However, these targets can only be achieved if the Caribbean region can improve its fundamental industries amidst global geopolitical occurrences to keep abreast with rapidly changing technology. Presently, Caribbean countries focus mainly on the provision of tourism services and the production of minerals and agriculture crops as the main economic activities. Many of these Caribbean territories possess extensive history of partaking in global agricultural value chains such as sugarcane, bananas, cocoa, cotton, citrus, ornamentals, coconut and coffee. These value chains have contributed significantly to the development of the Caribbean economies and in some economies agriculture is still the largest contributor to GDP, despite losing competitive advantages to global markets.

The uniqueness and difference in biogeography of the regions’ archipelago has allowed for the exploitation of various agricultural commodities, which have contributed to the brand of tropical colours, flavors, and tastes that are unique to the Caribbean region. However, the Caribbean region’s agricultural sector has suffered tremendous setbacks over recent decades due to global trade tariffs, climatic events and loss of preferential treatments to European markets. Low growth in output and high debt to GDP ratios is a characteristic of most of the countries in the region that remain susceptible to external shocks mainly in the form of natural disasters, for example, hurricanes, floods, droughts, volcanoes and earthquakes.

Cannabis and the Global economy

Commercial Grade Greenhouse for growing cannabis

The global business of cannabis is currently valued at more than $400 billion USD and compounding each year as the use of cannabis for medicinal purposes is increasing and more traditional pharmaceutical companies are voyaging into the industry to increase the viability
and long-term sustainability. Twenty-eight states in the U.S and the District of Columbia now have approved medical cannabis programmes, while eight states plus the District of Columbia have legalized cannabis for recreational consumption. Although medical cannabis is allowed throughout Canada, the government is moving towards fully legalizing recreational use by April 1, 2019.
In Australia, companies involved in the cultivation, production and research of medical cannabis have observed their average market shares increase by 130 per cent in 2017. Europe is set to become the largest medical cannabis market in the world with a potential market of over 140
million active cannabis consumers. Germany has taken the lead by launching the first legal and regulated medical cannabis market in Europe with several other countries announcing legislative amendments to advance the legal cannabis agenda.

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