I begin this week by acknowledging Caribbean Community (CARICOM) Day, which is customarily July 4 but, this year, will be commemorated on Monday, July 6. Also, on July 2, the Prime Minister of St Vincent and the Grenadines, Dr Ralph Gonsalves, will assume the chair of the CARICOM Conference of Heads of Government.

I read a recent news report about a Jamaican company, Spur Tree Spices, beginning to export its products to Costa Rica. Given the importance of this development, I decided to look this week at CARICOM’s trade with Latin American countries, focusing specifically on Mexico, Central and South America. CARICOM’s natural trading partners are in this hemisphere – Canada, USA, and the countries in Latin America and the Caribbean. The region’s principal trading partners, however, are USA; the European Union, including Britain; and Canada. Where are the Latin American countries? You will note that there is something in common between CARICOM and its principal trading partners, which is a historic relationship with Britain. In most of CARICOM, the official language is English, while in Latin America it is Spanish and Portuguese. In the 18th and 19th centuries, there was a relationship with some countries in Latin America, for example, Venezuela. British West Indians would later find work and residence in Ecuador, Colombia, Honduras, Costa Rica, Panama and Nicaragua, leaving a West Indian diaspora in most of these countries.

The 20 Latin American countries, from Mexico in the north to the tip of South America, present CARICOM countries with a market of 595 million people. Panama is about an hour’s flying time from Jamaica in the north; Trinidad and Tobago is less than an hour from Venezuela in the south; Belize is in Central America; and Guyana and Suriname are in South America. Yet, for some in CARICOM, language and culture are barriers to trade. Trade figures between CARICOM and these Latin American countries have been consistently low. In 2019, total CARICOM goods exports to the 20 countries is estimated at about US$2.2 billion and imports at about US$3 billion, giving Latin America a trade surplus. In trade in services, there have been some attempts to encourage tourism and investments from Latin America. There should be room to expand trade.

Latin America and the Caribbean, however, is not a well-integrated region. COPA is the only Latin American airline which flies into the CARICOM region (Guyana, Belize, Barbados, Trinidad and Tobago, and Jamaica). Caribbean Airlines goes to Caracas, Venezuela. Otherwise, the route to Latin America is through Miami, Florida.

Resident diplomatic representation is also weak. Several Latin American countries are represented in the CARICOM region, but few CARICOM countries are present in Latin America. The main countries having more than one CARICOM embassy were Brazil, Mexico, and Venezuela.

There have been efforts to promote regional integration through the Community of Latin American and Caribbean Countries and the Association of Caribbean States, headquartered in Trinidad and Tobago. It has also been an objective of the Inter-American Development Bank.

FREE-TRADE AGREEMENTS

In the 1990s and 2000s, there was CARICOM interest in promoting trade with Latin America. The CARICOM-Venezuela Trade Agreement was concluded in 1992, the CARICOM-Colombia trade agreement in 1994, and CARICOM-Costa Rica in 2004. There was quite a bit of activity around the Free Trade Area of the Americas negotiations, which were abandoned in 2005. There was also the PetroCaribe Agreement with Venezuela which, besides petroleum, had a trade component. These trade agreements have been underutilised. The relationship with Venezuela is now mired in political controversy.

Trinidad and Tobago has partial scope agreements with Panama, El Salvador and Guatemala; Guyana with Brazil; and Belize has agreements with all her neighbours.

There were proposals to negotiate trade agreements with Central America and MERCOSUR, neither of which came to fruition. There was also interest from Mexico and Chile. Promoting trade with Brazil has not borne fruit, as intended.

A POST-COVID SHIFT IN GLOBAL SUPPLY CHAINS

The question is now being posed; post COVID-19, should there be a relocation of global supply chains to regions, would Latin America and the Caribbean be able to benefit? I am more narrowly asking whether CARICOM countries could benefit? Would they be able to collaborate with Latin American countries in joint ventures?

CARICOM countries need to consider Latin America as a viable market for both goods and services. Language, culture, and market requirements should not be insurmountable barriers to trade. Spur Tree Spices is showing that there could be opportunities if CARICOM private sectors and governments are prepared to conduct further exploration, even with projected economic recession.

This article was originally published by the Jamaica Gleaner and submitted by Elizabeth Morgan, Specialist in International Trade Policy and International Politics.

This week, I am reflecting on the Caribbean’s trade with Europe, that is, the European Union (EU) and the United Kingdom (UK). As often said, economic growth and development in Caribbean countries depends on international trade, a subject which generates marginal interest in the public domain. It should be garnering more interest in this time of COVID-19, as a further downturn in both trade in goods and services (primarily tourism) is projected and the Caribbean needs to grasp opportunities to expand exports.

The EU, including the UK, has been the second-largest trading partner of the Caribbean ACP Forum (CARIFORUM) behind the United States. The trade, as you should know, has been governed since 2008 by the CARIFORUM-EU Economic Partnership Agreement (EPA) which gives preferential market access for trade in goods and services. With the UK leaving the EU, as of January 1, 2021, CARIFORUM-UK trade will be covered by the 2019 CARIFORUM-UK EPA continuing preferential market access.

STATE OF TRADE WITH EU AND UK

The CARIFORUM-EU EPA is now in its twelfth year and preparations for the second five-year review is in progress. This has also had delays due to COVID-19 restrictions. It is now expected that the actual review will be conducted at an EPA Ministerial Council meetings at year’s end.

CARIFORUM member states, such as Jamaica, used to have a trade surplus with the EU due to exports of alumina, petroleum products, rum, sugar, bananas and other products. Since 2008, the time of the financial crisis, coinciding with the provisional application of the EPA, that situation has reversed with the EU now having the surplus. CARIFORUM exports have declined. In 2019, CARIFORUM exported €4.60 billion in goods and imported €7.04 billion, giving the EU a surplus of €2.44 billion. Exports of traditional commodities, such as sugar and bananas into the UK market, declined and the value has not been replaced. The main products into the continental markets include alumina, petroleum products, and rum. Much will depend on the future state of alumina and petroleum production, and markets.

Trade in services with the EU is mainly based on tourism. There was a slight drop (1.4 per cent) in European visitors in 2019. There is some trade in financial services and in cultural industries (for example, musicians, fashion models, designers, etc). Implementing the EPA trade in services provisions has been a concern due to needs assessments, certification, visa requirements, language competence, among other things. The recent EU blacklisting of certain CARIFORUM countries, if not quickly resolved, could negatively impact trade and investment.

CARIFORUM-UK TRADE

Specifically on trade with the UK, there is, of course, a large Caribbean diaspora there and traditional links, including Commonwealth membership. For a number of CARIFORUM companies, the UK was also the gateway into continental Europe. From my calculations using statistics from the UK National Statistics Office, the value of CARIFORUM exports to the UK in 2019 was surprisingly 11 per cent of total exports to the EU and nine per cent of total EU imports, smaller than expected, indicating that the UK had ceased to be the principal market in the EU.

The value of CARIFORUM goods exports to the UK have been declining even before 2008. CARIFORUM goods exports to the UK in 2019 were valued at £405 million (€478 million) and imports were £532 million (€628 million), giving the UK a surplus of £127 million (€150 million). The main CARIFORUM exporters were the Dominican Republic, Trinidad and Tobago, Belize, Jamaica, and Guyana. Currently, the main Caribbean exporter of bananas to the UK are the Dominican Republic and Belize. This market is dominated by Latin America and Africa. For sugar, it seems that the UK is now importing more EU beet sugar and less ACP cane sugar. Price is a major issue. The main CARIFORUM sugar exporters are now the Dominican Republic, Belize, and Guyana.

On trade in services (tourism mainly), with Brexit, there was already concern in the Caribbean about the inflow of UK visitors due to the fluctuating value of the pound sterling. In 2019, UK visitors declined by 5.6 per cent. Now with COVID-19, it is most likely that the inflow of visitors will further decline. The main CARIFORUM services exporters to UK have been Jamaica, Barbados, Bahamas, St Lucia, Grenada, and Trinidad and Tobago.

Another concern has to be the status of the UK’s trade negotiations with the EU27, as it would be in CARIFORUM’s interest for the UK to have a free-trade agreement with the EU. These negotiations do not appear to be going well and it is possible that they could break down, leaving the UK without an agreement.

The postponed UK-Caribbean Forum is now to be rescheduled. This would provide a further opportunity to discuss trade and investment as the UK has already done with Africa.

PROMOTING TRADE

In the COVID-19 recovery strategy, hopefully, CARIFORUM governments, private-sector organisations and Caribbean Export will be focusing on how to regain and improve market share for new goods and services in both the EU and UK, assuming strong recovery in both.

I note that from the fourth CARIFORUM-EU Business Forum, held in September 2019, the Caribbean Chamber of Commerce in Europe has been established in Brussels with the aim of exploring business ventures in both the EU and UK. I am hoping they will be successful.

As of January 1, 2021, the Caribbean will begin a new era of trading with a delinked EU and UK in uncertain times.

This article was originally published by the Jamaica Gleaner and submitted by Elizabeth Morgan, Specialist in International Trade Policy and International Politics.

Often falsely portrayed as uniformly saccharine, rum is one of the most diverse spirits on the planet, and has been a major economic driver for Caribbean distilleries for centuries. Each Caribbean region produces its own distinct style of rum ranging from crisp, complex bottles and subtly sweet blends, to bold whiskey-like distillations. In Grenada, the more exotic rums tend embody a sweet fruity or flowery flavour. This especially holds true for the blends emanating from the Grenada Distillers Limited.

As one of the largest and best-known distilleries on the island, Grenada Distillers Limited has been in operation since 1937 as the Grenada Sugar Factory. The company offers a wide of range of 17 rum-based products, which are distributed under the Clarkes Court Rum brand. These include white and red rum, lemon and sorrel flavoured rums, liqueurs, and menthylated spirits.

“In an effort to expand the current product offering, the company has began to look at producing new rum flavours and textures”, shared Leroy Neckles, the Chairman of the Board. “One of our newer additions to the line is the Grenadian mojito, and we anticipate that this will do just as well as our other products.”

Leroy has been involved in the Grenadian sugar industry for some time, so naturally this became a motivating factor in establishing a business within this sector.

“My family had an interest in the sugar industry, as my father was one of the single-largest distributors of sugar cane to the then Grenada Sugar Factory. When the Government decided to divest itself from the factory, I saw it as an opportunity for me to get involved in that part of the industry and keep operations 100% Grenadian.”

Despite his experience, Leroy admits that there were still some challenges to overcome in transitioning from a factory to a full-fledged distillery.

“Financing was a major challenge because it was costly to make the improvements necessary when we started to operationalise the distillery. Also having the employees accept the changes that were being implemented was also a bit of a difficulty, essentially getting some of them to accept the modernisation of the factory.”

However, due to his focus and tenacity, Leroy never lost sight of his goal for the company; and today, Grenada Distillers supplies supermarkets and duty-free shops island-wide, with exports to the United States, United Kingdom, Canada, and the Caribbean. With a staff complement of 50 persons, the company hopes to expand their international reach to include more European countries.

“Right now our strategy for entering new markets is centred primarily on assessing the market needs in terms of the price, flavour and packaging of our products. Once we have gathered enough information, we establish the relevant contacts and begin negotiating to export.”

Much of the work that Grenada Distillers undertakes to access these markets is done independently, but the company also has a collaborative relationship with the West Indies Rum and Spirits Producers’ Association (WIRSPA), an association of national associations of rum producers in the Caribbean.

“Clarkes Court Rum is recognised as carrying the Authentic Caribbean Rum marque, which was developed as a symbol of authenticity, provenance and quality for rums within the WIRSPA family. They are one of the regional organisations that have played a role in our success.”

Another regional organisation that has made an impact on award-winning distillery is the Caribbean Export Development Agency. Grenada Distillers engaged with the Agency for the first time in 2011 when the company applied for and secured a Direct Assistance Grant for the procurement of laboratory equipment.

“With Caribbean Export’s help we were able to improve the quality and standard of the products offered. The company is also now capable of meeting and satisfying the import and food safety requirements for the countries to which we wish to export because of the assistance provided by the Agency.”

In addition to the Direct Assistance Grant, Grenada Distillers has participated in Break Point, the Brand Development and Packaging Workshop and proposals writing workshops. Leroy believes that the support offered by Caribbean Export has been tremendous and recognises the Agency as having played a significant role in the increased exports that the company has achieved.

In the long-term, Grenada Distillers wants to build on their current success by increasing their volume of exports and by continually improving the quality of products they offer.

“Within the next few months, the plan is to examine and revamp our branding and packaging, as well as introduce new flavoured rums to the product line, and value-added products such as syrups.”

The astute businessman thinks that regional firms need to pay special attention to the quality and presentation of their products if they want to be taken seriously as a competitive enterprise. Additionally, he believes that firms should seek to meet the necessary import and food safety requirements are critical especially when seeking to enter new markets.

“As Caribbean businesses looking to get into international markets, we need to familiarise ourselves with the requirements from customs to customer satisfaction. Attention to detail is also paramount as it can have a significant impact on not only your bottom line, but also your reputation”.

Leroy sees the Caribbean as having an untapped potential, not just in rum but also in other sectors. Adding that we have something so special and appealing culturally that no other country can come close to imitating or offering what is unique to us.

With a drive and determination that is to second to none, it is no surprise that Leroy and the Grenada Distillers team have been able to transform a piece of Grenadian history into a reputable and prosperous spirited brand with an export focus.

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

With its conclusion delayed from 2019, the post-Cotonou negotiations between the African, Caribbean and Pacific (ACP) Group of States and the European Union (EU) was scheduled to conclude this March and reviewed at a meeting of the ACP Council. When the COVID-19 pandemic was declared, the restrictions in Belgium and elsewhere further set back the agenda for concluding these negotiations.

In April, with the entry into force of the revised Georgetown Agreement, the ACP became the Organization of African, Caribbean and Pacific States (OACPS). Thus, the agreement will now be between the member states of OACPS and the EU. Through virtual means, the ACP ambassadors and the EU technical team in Brussels resumed the negotiations.

Work on the two parts of the agreement, the foundation and the regional protocols have gathered pace with the aim of concluding negotiations as quickly as possible. It appears that, in the foundation negotiations, there were sticking points on sensitive political issues. ACP countries also want to see an agreement with a clear link between the foundation and regional protocols, as the regional protocols should not be seen as separate instruments.

Further on the protocols, as expected, the heading, mobility and migration is proving a difficult issue between the EU and African countries. It is also a concern for the Caribbean, as the EU seems reluctant to address this issue in any detail. This heading addresses travelling and working in the EU and, for the Caribbean Forum (CARIFORUM) countries, this is linked to their Economic Partnership Agreement (EPA).

Development cooperation is yet to be treated in these negotiations. You may recall that the EU integrated the European Development Fund (EDF), from which the ACP was financed, into its proposed new Multiannual Financial Framework (MFF) (its budget) for the six-year cycle, 2021-2027. The ACP will now be funded from its Neighbourhood, Development and International Cooperation Instrument. The MFF 2021-2027 is still to be approved by the EU Council. In addition, the EU is now looking at an economic recovery programme for members affected by COVID-19. Recall, too, that it had a funding gap created by Brexit. It would not be surprising if EU funding to the OACPS is reduced.

A PRIORITY

During the week of June 8, the OACPS Central Negotiating Group (CNG) met to consider the draft texts and review the status of the negotiations. CARIFORUM is represented in this Ministerial Group by Guyana and Jamaica. The chair is Minister Robert Dussey of Togo. This meeting was followed by a meeting on June 11-12 of the lead negotiators, the OACPS’s Minister Dussey and the EU’s International Partnerships Commissioner Jutta Urpilainen. They agreed that work will be expedited with the aim of concluding negotiations by July. I gather that the lead negotiators plan to meet again before the end of this month.

CARIFORUM member states would want to review the draft text before the negotiations are formally concluded. Suriname, which recently had general elections, should assume the chair of CARIFORUM on July 1. An early meeting of the OACPS Council would also be necessary.

Both lead negotiators, in their press release, stated that the agreement remained a priority. They assessed the negotiations as progressing well, in a cordial spirit, in spite of COVID-19, and they were moving closer to conclusion. Dussey stated that the new agreement would take into account the unprecedented challenges now confronting the countries due to COVID-19.

The OACPS convened a summit on June 3 to specifically address the economic fallout from COVID-19. The Heads of Government called for modalities for prevention, preparedness, and recovery measures for pandemics to be included in the post-Cotonou agreement. CARIFORUM Heads used to summit to express their concern that the EU had unilaterally placed four members on its List of High Risk Third Countries on Anti-Money Laundering and Terrorist Financing. They appealed to them to place a moratorium on implementation to facilitate dialogue with the commission.

So, the negotiations to cement this ‘partnership of equals’ is now accelerating to reach the finish line before August.

This article was originally published by the Jamaica Gleaner and submitted by Elizabeth Morgan, Specialist in International Trade Policy and International Politics.

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.

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.

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.

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.

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 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.

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.