Her passion had always been for cooking, Caribbean dishes in particular and after a long career in corporate America as a tax accountant, Jacqueline Cort-Thomas returned to the classroom to learn the science of food. The idea was to build a business that provided private catering for high-end clients in New York City, but after an internship at the famous W Hotel in New York she decided to go into the hotel trade.

“I was so impressed with the boldness of colours used in the rooms, the welcoming service offered by the staff, and the feeling of being pampered in someone’s home,” she said. “And at that moment, I decided to duplicate such a property in Antigua where I grew up.”

Birthing the Vision
Jacquline was so ‘wowed’ by her experience at the W Hotel, it became the inspiration behind her vision of a 10-room, Caribbean-inspired property, that would also wow it’sits guests. In 2007, the Government of Antigua were offering concessions for the construction of small properties during Cricket World Cup which would enable the purchase of building supplies, furniture and fixtures tax free. Naturally, Jacquline saw this as her opportunity to make her vision a reality and in 2009, two years after purchasing land with her sister and business partner, Villas at Sunset Lane opened its doors.

As the new kid on the block, Cort-Thomas shared that her welcome wasn’t warm from the other hoteliers on the island.

“No one extended a hand to me,” she said.  “It was a lonely path; I felt push back and in one case outright animosity, but I ignored it, worked around it, and moved forward.” 

Despite this, Jaqueline proved her critics wrong by winning numerous industry awards, including some from global travel site Expedia and the Antigua Tourist Board. These proved her credible, and earned her critics’ respect.

A Decade Strong. What Next?
This year Villas at Sunset Lane celebrates a decade in operation, and Jacqueline is focused on expanding to a 15-room property that can compete against the disruption that she has faced since Air BnB has entered into the hotel industry.

“Airbnb have done an excellent job in forcing prices down, so more hotels are available to individuals unable or willing to pay higher prices for the wonderful service they would receive,” she said. “That has impacted me, so I’ve had to change, or else I’d end up being a dinosaur.”

Jaqueline’s changing her strategy focusing on the group travel market in order to compete more effectively with the Airbnb.

“I’ll be positive and say I believe this will take off, which will then provide the additional revenue to build out the extra rooms I need for the expansion,” she said.

What’s the Takeaway?
For those considering having a go at entrepreneurship:

• Have a clear vision and a detailed plan of how to execute it;
• Do not rely on external forces to provide the encouragement or motivation you need to keep going;
• Ensure there is enough flexibility within that plan to enable you to make adjustments necessary for continued growth and success;
• and finally, ensure what you’re offering is unique.

Antigua has no shortage of hotels, but what separates Villas at Sunset Lane from the others says Jacqueline, is the ambiance, purpose-built, large rooms on a property providing a quiet, pampered environment, where the owner, a trained chef, fuses Caribbean and international flavours for an unforgettable epicurean experience.

Visit the We-Xport booth at Bmex, in June 2019, to learn more about Villas at Sunset.

Take a virtual tour and find out more at: www.villasatsunsetlane.com and @VillasAtSunset on Facebook and Instagram.

Organizers of the second Outsource to the Caribbean Conference scheduled for May 6-10 in Curaçao expect a bumper attendance, and for good reason. The Caribbean is the hottest location for major US firms outsourcing operations to grow revenue. And we’re not talking about the weather.

Interest this year promises to be higher than at the inaugural OCC 2017 event in Jamaica. Registration already suggests a robust return rate of participants. The OCC target markets this time include more than 300 business process outsourcing (BPO) industry leaders from the Caribbean, Mexico, Colombia, the USA, the Netherlands and Canada. The first OCC saw 160 industry specific participants from more than 20 countries.

“OCC’s purpose is to pull the Caribbean BPO sector together to plan and execute a strategy to enhance our presence in the global BPO market,” says Suzette Hudson, Senior Advisor in Investment Promotion at Caribbean Export, a regional trade and investment promotion agency mandated to enhance the competitiveness of CARIFORUM SMEs, promote trade and attract investment. Its partners for the event are the Caribbean Association of Investment Promotion agencies (CAIPA), the Curaçao Investment Promotion Agency, CINEX, and fDi-Intelligence (a Financial Times arm).

Caribbean Export’s optimism for a successful conference is well placed. As Caribbean infrastructure improves and costs elsewhere escalate, the region has become as valuable to the BPO industry as firmware. “Our value proposition is strong, and we are confident we can continue to attract BPO firms from North America,” says Hudson.

The region offers native language speakers in French, Spanish, Dutch, Portuguese and English, many of who are multilingual. The workers are well educated, highly skilled, are service oriented and are mostly lifelong learners. Caribbean culture produces workers who are affable and easy-going talents, easy to train in industries from financial services to technology.

Outsourcing to the Caribbean is a no brainer for another reason, one that real estate executives use as a mantra: location, location, location. The region shares time zones with the US’s eastern seaboard so there is easy alignment of working hours and business, training and meeting schedules. It’s an added bonus for SLA and KPIs because the region is a stone’s throw away, and North American executives can hop on a plane and be here the same day when necessary.

The Caribbean also scores high in infrastructure, with reliable and consistent access to all utilities. Its telecommunications fibre optic infrastructure connects all islands in the region, with redundant high-speed internet that competes internationally in voice and data services. Firms can use cloud technology to reduce start up and ongoing costs.

Bottom line is that the Caribbean offers 10% to 30% lower costs and delivers above average results, say some BPO executives. “If they were unable to produce results near what we could generate from a higher cost option, we would consider moving to higher cost options,” says one executive who has worked nearly 10 years with a Caribbean BPO.

OCC2019 will feature a 2-day workshop for regional BPO service providers, and conference topics such as “Driving business growth through RPA (robotic process automation) and intelligent automation from a Caribbean perspective.” This year’s event will also include an EXPO, networking sessions and the first ever Caribbean BPO of the Year Awards event,” according to Hudson.

Tamara Prosper is an artist who has always been drawn to the world of business, so she combined her studies in business management with her passion for art, to create the Grenada-based, luxury, eco-jewellery brand, Tambran by Tamara.

Prosper started this venture in 2013 while studying at UWI in Trinidad & Tobago, inspired by her realisation that the university generated a great deal of reusable waste material.

The quality of this material, said Tamara, was high – discarded banners from seminars and scrap pieces of wood – and inspired her to experiment with transforming one man’s waste into treasures that would adorn the necks, wrists and even ears of others.

With no advertising budget, or capital for a storefront, Tamara utilised social media as her trading platform, and entered competitions in order to acquire some of the capital she needed to grow her business.

Maintaining momentum, and understanding your product’s value

“I absolutely love what I do,” Tamara shared.  “So that makes it easy for me stay motivated.”

In essence, Tamara proves daily that if you can make a living doing the thing you love, you will never work a day in your life.  But while this is a tremendous blessing, it can also be a curse.  Prosper shared that her passion for her work sometimes poses a problem in terms of pricing.

“I feel like it’s so easy to do, because I enjoy it so much, that I can sometimes undervalue my product,” she said.

A 2014 Eco Challenge Caribbean Award at the UN-funded Talent and Innovation Competition of the Americas also helped to validate the Tambran brand and provide greater recognition, further incentive for Prosper to prosper, by scaling up, and continuing to innovate.

What’s next for Tambran by Tamara?

New jewellery collections are in the works that will incorporate natural materials such as seeds and pods from Shak Shak trees, paint and some synthetics.

Focused on her goal of providing a central place where customers can find her product, Prosper will soon unveil a “storefront” with a difference.  She recently purchased a second-hand vehicle that will double as both a mobile and stationary store, allowing the Tambran by Tamara team to drive to highly-trafficked events, and return to their base after.

Finally, testing is currently underway to facilitate plans to branch into the world of fashion.  Trendy hand-painted jeans, tops and even Tambran by Tamara couture may be gracing Caribbean runways in the not too distant future.

Tamara envisions the Tambran brand, growing to become a recognisable eco-Caribbean brand with a significant presence in Barbados, Grenada, Jamaica and Trinidad within five years.

“I want it to become the Michael Kors of eco-jewellery,” Prosper said.

A few takeaways for budding & aspiring entrepreneurs

Believe in your ability, and know that you are good enough.  Know and believe in the quality and value of your product, and price it accordingly.  This, Tamara says, is perhaps the most valuable piece of advice she can offer to any budding entrepreneur.

And also, just get started, she said.

“Don’t wait on the right time, because the right time never comes.  You don’t have to know it all in order to get started; you will learn along the way.”

Finally, Tamara advises Caribbean entrepreneurs in particular, to be inspired, rather than discouraged, by the success of entrepreneurs in developed states.

“But you must start by believing in yourself, your vision and your product.”

Visit the We-Xport booth at Bmex in June 2019 to see what, the eco-jewellery brand, Tambran by Tamara has to offer.

FIND OUT MORE ABOUT Tambran by Tamara: Facebook and Instagram – @tambranbytamara

In Jamaica in the 1980’s, a food scientist with experience in dietetics, nutrition and food research development positioned her company as an export-driven firm. Considered a pioneer in her field, Dr. Juliette Newell started what has burgeoned into one of the local leaders in the manufacturing and distribution of Jamaican products in the overseas markets. Today, Tijule Company Limited is managed by Dr. Newell’s nephew Roy Newell, who took over the business after her passing.

With 65 full time employees, and occupying over two acres of prime commercial land, the 30-year old company produces an exceptional line of products, which includes canned and frozen fruits and vegetables, flavourful sauces, seasonings, dips and condiments, exotic and gourmet jams, jellies, marmalades, fruit bars and bammies (cassava). Tijule also manufactures sauces and other products to customers’ specifications and tastes.

According to Roy, the Managing Director of Tijule, opening the company was a dream come true for Dr. Newell.

“My aunt had a PhD in Nutrition so food was her passion. She has also wanted to always take a taste of Jamaica to the rest of the world.”

Dr. Newell succeeded in doing just that as 80% of the company’s output is exported directly to the United States, United Kingdom, Canada, China, India, Japan, and the balance sold to other regional exporters and locally.

Roy noted that because of the market they are in, all companies that produce jams, jellies, and other condiments in Jamaica are their competitors; but his aunt never saw this as a challenge. He revealed that Dr. Newell’s biggest hurdle came in securing capital for her business

“The 1980s was a difficult period, especially for a woman. Banks saw women as high risks and they were not too willing to give loans unless men were on the Board of Directors. As a woman in business, my aunt had to get a lawyer to verify that she was of sound mind and could manage a business. »

Roy added however that determination was what pulled her through, as interest rates at that time were very high, but she had a goal in mind and would not be deterred.

Since taking over the business, Roy has himself had some challenges noting that understanding how to run the business was the greatest one, but after completing an audit of the operations he feels more confident in his ability to carry on his aunt’s legacy.

The former electronics engineer believes that a large part of the company’s success is owed to his aunt’s insistence of comprehensive market research for the identification of markets and customers.

“This really gave the company a jump start in exports and helped us find our niche, which is catering to the Jamaican Diaspora in the US and the UK. We have also decided to focus more on our brand and ramp up the visibility of our company.”

With this new branding and marketing focus, Tijule has become increasing involved in in-market demonstrations, trade shows and study tours. Roy shared that most of the opportunities were made possible through the Caribbean Export Development Agency.

“We became aware of Caribbean Export in 2007 through the Jamaica Exporter’s Association (JEA). The Agency has since helped us with the development of new labels and modification of the old ones, the acquisition of quality management standards, streamlining and marketing and promotional systems, conducting market research, and upgrading our infrastructure. All of this was achieved through the grant scheme and through technical assistance.”

Tijule also participated in the Manufacturing Study Tour to France, Germany and the United Kingdom in 2012 and the ANUGA Trade Fair in Germany with support from Caribbean Export.

“Both occasions gave the exposure we need for new markets. We were also given an understanding of what is required in terms of international requirements, customer satisfaction, and the highest standards in the production process.”

Following participation in ANUGA, Tijule received pricing requests and orders from Africa, Denmark, Israel, Germany and Sweden. Roy believes that the Agency has helped prepare Tijule for a new growth trajectory.

“Caribbean Export has and continues to play a significant role in our overall growth and development. Their commitment to regional private sector development is unmatched.”

Besides becoming a globally recognized brand, Roy wants to undertake some aggressive marketing and market research for Tijule.

“We want to reach as many customers as possible, as well as ramp up our promotion to distributors.”

The tenacious businessman believes that these are also important aspects of business development that regional firms should seek to undertake, adding that it is important to leverage relationships with suppliers and distributors to build a solid network.

Like his aunt, Roy believes that humility, gratitude, and motivation go a long way in the achievement of goals and adding that aligning yourself with the persons to help you in the journey bodes well for success.

Tijule can certainly be saluted as a pioneer in the export market, and Dr. Newell’s role in this achievement will always be remembered.

This article was first released in the publication Primed For Success Vol. 3 

Lorsqu’Umeeda Switlo s’est rendue au Belize en 2014 dans le cadre d’une mission pour une ONG internationale, elle est immédiatement tombée amoureuse de ce pays d’Amérique centrale, de ses habitants et d’une épice racine dorée et piquante.

C’était le plus beau curcuma que j’avais jamais vu de ma vie, se souvient-elle. Il était énorme et de couleur orange.

Et lorsqu’elle a serré la main de l’un des anciens producteurs indiens de curcuma, elle s’est sentie inspirée, déterminée à l’aider, lui et les autres producteurs, à renouer avec leur culture.

Le curcuma, principal composant du curry, a été introduit au Belize il y a plus de 200 ans lorsque des serviteurs sous contrat sont arrivés dans le pays en provenance d’Inde.

Vénéré pour ses qualités médicinales, le curcuma est également profondément ancré dans la culture d’Umeeda. Née en Ouganda d’une femme de la Renaissance, Mme Umeeda se souvient que sa mère, Lella (alias Mamajee), était pilote de course, dirigeait sa propre école Montessori et préparait un excellent curry. Ils ont fui le pays déchiré par la guerre dans les années 1970, arrivant au Canada avec rien de plus qu’une valise et des souvenirs.

Mamajee s’est rapprochée de sa fille Umeeda, puis de sa petite-fille Nareena, dans la cuisine, partageant avec elles des histoires de chez elle et leur apprenant des recettes traditionnelles. Elle a également profité de ces séances épicuriennes pour inculquer un sens aigu de la responsabilité sociale, amenant souvent Umeeda et Nareena à réfléchir lorsqu’elle leur demandait ce qu’elles feraient pour rendre le monde meilleur.

Ils ont trouvé la réponse lors de la visite d’Udeema en 2014 au Belize, où un mariage parfait entre l’histoire, la tradition et la mère-nature a donné naissance à une entreprise sociale primée qui aiderait les agriculteurs à gagner un revenu supplémentaire, à employer des jeunes, à améliorer la santé et à produire des produits de manière durable.

Leur entreprise, Naledo Belize, associe le nom de Nareena à celui de Toledo, le district de Belize où le curcuma est cultivé. L’entreprise achète le curcuma directement auprès des agriculteurs locaux et l’utilise pour fabriquer Truly Turmeric, la première pâte de curcuma à racine entière de fabrication sauvage au monde.

Ce n’est que du curcuma, me direz-vous. Mais ne vous y trompez pas, la mission de Naledo, son produit final et l’élément social utilisé pour le produire sont transformateurs. L’entreprise a été présélectionnée pour un prix de l’innovation produit SIAL Paris 2018, qui récompense ceux qui contribuent à façonner ce que nous mangeons aujourd’hui, et demain.

Les prix seront décernés à Paris lors du plus grand salon mondial de l’innovation alimentaire, du 21 au 25 octobre 2018.

Mettre l’entreprise sur pied et la faire fonctionner

Alors, que faut-il pour créer une start-up innovante, socialement consciente, durable et primée ?

J’ai dû surmonter certaines choses, la première étant la peur de moi-même, a partagé Umeeda. Je créais également un nouveau produit. Personne au monde n’avait jamais fait cela auparavant, il n’y avait donc aucun exemple à suivre. Et je le faisais dans un pays étranger.

M. Umeeda a également évoqué des projets entrepreneuriaux antérieurs. Être son propre patron est un défi, dit-elle. Et elle n’était pas tout à fait sûre de vouloir le faire à nouveau. Mais elle a été encouragée par les jeunes entrepreneurs en herbe du Belize, ainsi que par l’intérêt et la passion de sa fille pour les entreprises sociales.

L’idée d’une équipe mère/fille m’a vraiment séduite, dit Umeeda. Elle a des compétences que je n’ai pas, et j’ai des compétences qu’elle n’a pas. Donc, c’était une bonne équipe.

Umeeda a un parcours entrepreneurial très diversifié, allant de la possession et de l’exploitation d’une énorme garderie à la gestion de musiciens et à la construction d’une salle de concert Rock n Roll.

La mère et la fille sont également toutes deux expérimentées dans le domaine du développement international. Nareena possède de nombreuses connaissances dans le secteur non lucratif, où elle a travaillé en tant que directrice de la collecte de fonds ; mais Naledo est son premier projet d’entreprise, et elle admet que la création d’une entreprise a été un énorme apprentissage.

Je me souviens avoir participé à des réunions avec des distributeurs et avoir noté tous les acronymes. Ils m’ont demandé quel était votre prix de vente conseillé. Et j’allais aux toilettes avec mon téléphone pour chercher sur Google ce qu’est l’ASR, dit-elle. J’essayais constamment de trouver un équilibre entre le fait de vouloir être honnête et de dire, je ne suis pas sûr de ce que cela signifie, et le fait de paraître trop naïf et de perdre ma capacité de négociation.

Les défis ont également été nombreux sur le plan personnel. Comme le raconte Nareena, sa relation n’a pas survécu aux rigueurs de l’entrepreneuriat.

J’avais un partenaire, un petit ami avec qui je vivais, et il n’aimait pas ce que je faisais. Il pensait que j’étais stupide de faire ça, a-t-elle partagé. Je me souviens que lorsque j’ai fait imprimer mes premières cartes de visite, il a dit que vous ne pouviez pas vous appeler directeur de l’exploitation. Vous n’êtes le chef d’exploitation de rien du tout en ce moment. Nous ne sommes plus ensemble.

Mais malgré les nombreux obstacles qu’elles ont rencontrés, Nareena et Umeeda ont gardé les yeux sur le prix. Ils sont restés concentrés sur leur mission et se sont engagés à réaliser le souhait de Mamajee de vivre avec un but, en contribuant positivement à la vie des autres.

Naledo a commencé à développer des produits en 2015. Pour gagner en visibilité, ils ont décidé de renoncer à la voie du marché fermier, optant plutôt pour un lancement lors d’un salon professionnel de l’industrie en mai 2016 à Vancouver, au Canada, où les acheteurs au détail, les distributeurs et les courtiers seraient tous présents. Leur installation était basique, juste 50 bocaux étiquetés et quelques échantillons. Mais la réponse a été écrasante. Naledo a attiré l’attention d’un distributeur national qui a cru en son modèle d’entreprise sociale et l’a aidé à passer de zéro magasin en 2016 à 600 magasins au Canada, d’un océan à l’autre. L’entreprise exporte également aux Bahamas, a déjà conclu un accord pour les États-Unis et se prépare à exporter vers l’Europe.

Il est indéniable qu’ils produisent un excellent produit, mais le succès de Naledo est également dû en grande partie à la façon dont ils font des affaires. L’entrepreneuriat des jeunes, l’agriculture régénératrice et la durabilité sont les fondements de l’entreprise.

Le côté humain de notre succès est ce dont je suis le plus fière, l’impact que la production de ce produit a eu sur les cultivateurs avec lesquels nous sommes partenaires, les gens qui ont pu économiser pour l’éducation de leurs enfants, rénover leur maison, partir en voyage, a déclaré Nareena. Nous voyons de plus en plus de gens, surtout des jeunes, qui sont fiers de dire que je cultive du curcuma, au lieu de considérer l’agriculture comme une activité réservée aux pauvres.

La reconnaissance de l’excellence

Naledo Belize peut ajouter sa nomination pour un prix SIAL Paris à une liste croissante de reconnaissance mondiale qui comprend un prix d’innovation du gouvernement du Belize, l’une des 10 meilleures entreprises alimentaires du Canada à surveiller en 2018, et une place dans la saison 13 de l’émission télévisée à succès Dragon’s Den.

Au SIAL, des dizaines de milliers d’acteurs de l’industrie alimentaire et des boissons auront l’occasion de goûter à la pâte Simply Turmeric de Naledo, qui sera exposée sur le stand de l’agence de développement des exportations des Caraïbes (Caribbean Export). L’agence régionale de promotion du commerce et des investissements soutient les entreprises du CARIFORUM dans leur développement à l’exportation et présentera 12 entreprises régionales à l’exposition. Caribbean Cure, une entreprise de thé basée à Trinidad qui fera partie de l’exposition Caribbean Export, est également nominée pour le SIAL.

Le fait que deux jeunes pousses régionales aient été retenues sur la liste des finalistes du SIAL est un exploit, et selon Umeeda, c’est tout à l’honneur de Caribbean Export.

Avoir une organisation qui croit que la région des Caraïbes a quelque chose à offrir au monde, c’est très important. Ce qu’ils offrent en termes d’accès à la connaissance et au financement m’a tout simplement époustouflé, a déclaré M. Umeeda. Je ne saurais trop insister sur l’importance de ce soutien.

Naledo Belize espère se lancer en Europe en 2019. Umeeda et Nareena ont toutes deux souligné que cela est possible grâce à Caribbean Export.

Un mot de conseil aux entrepreneurs en herbe

Le voyage de Naledo, de Belize au Canada, aux Caraïbes, en Amérique et bientôt en Europe, a été un dur combat, émaillé de nuits blanches. Mais c’est tout simplement ce qu’est l’esprit d’entreprise, a partagé Umeeda. Nareena et elle ont réfléchi aux innombrables nuits où elles sont restées éveillées à 3 heures du matin, à s’inquiéter, à chercher des solutions et à envisager les prochaines actions, aux nombreuses fois où la voix du doute les a incitées à abandonner. Mais chaque fois que ces doutes font surface, le couple trouve sa volonté de continuer dans un chiffre, 350, le nombre de cultivateurs du Belize avec lesquels ils ont établi un partenariat.

Je pense à ne pas les décevoir, à la formidable équipe de jeunes avec laquelle nous travaillons dans notre usine de transformation, à rendre ma grand-mère fière, et à toutes les autres personnes dans ma vie qui m’ont donné du courage et montré qu’il faut être résistant dans l’adversité, a déclaré Nareena. Je vais peut-être faire un peu plus d’heures de sommeil les matins où je n’ai pas grimpé dans le lit avant 3 heures du matin, et je vais continuer à travailler.

Nareena a également imploré les autres entrepreneurs, et ceux qui sont sur la voie de l’entrepreneuriat, de s’entourer d’esprits similaires. Le marketing et les médias sociaux mettent l’accent sur la perfection, mais derrière tout cela se cache un travail immense, du dévouement et de l’abnégation. Il est essentiel de partager ces difficultés avec des pairs qui comprennent.

Cela vous donne le sentiment d’être validé, dit-elle. Tu réalises que ce n’est pas que moi. Je vais bien.

Et faire la sourde oreille aux opposants qu’elle a conseillés.

Si leur critique porte sur votre produit ou votre service, écoutez-la, car dans cette négativité, il y a peut-être une chance d’amélioration. Mais s’ils sont négatifs à l’égard de votre passion, de qui vous êtes et de ce en quoi vous croyez, dites-leur d’aller se faire voir !

POUR EN SAVOIR PLUS SUR NALEDO BELIZE : Facebook – Naledo Belize ; Instagram – @ truly.turmeric ; et en visitant leur site web www.naledo.com.

For generations, Caribbean grandmothers have steeped and brewed indigenous herbs, roots and even bush, convinced of their ability to cure just about any ailment.  When two young entrepreneurs in the twin-island republic of Trinidad and Tobago decided to pay homage to this tradition, not even in their wildest dreams did they imagine that their earthy concoctions would be dubbed among the world’s most innovative foods.

Caribbean Cure, an award-winning tea company, draws from tradition to promote more naturally healthy lifestyles among those who sip their infusions.  The company is one of only two in the Region to be shortlisted for a SIAL Paris 2018 Product Innovation award, which recognises those who help shape what we eat today, and tomorrow.  They earned the selection for their indigenous ingredients, packaging, branding and the taste of their five infusions.

The awards will be held in Paris during the world’s largest food innovation exhibition, from October 21-25, 2018, and attended by tens of thousands of food and beverage industry stakeholders.  It’s an amazing opportunity for Sophia Stone and Stacy Seeterram, the owners of Caribbean Cure.  The company will receive immeasurable exposure from the shortlisting alone.

But getting to this point has not been without sacrifice and the determination to persevere despite numerous obstacles.  After all, the mark of success is not the absence of failures, but choosing to press on in spite of them, relentlessly seeking ways to make the dream a reality.

BREWING A VISION TO CURE THE CARIBBEAN

Passionate about using nature to promote health and wellness, Stone founded the company in 2015.

“I wanted to honour our long history in the Caribbean of using herbs and bush teas,” she said.  “And backed by science, my goal was to make these healing remedies more efficacious, convenient and attractive to today’s consumer. »

What began as a small experiment quickly became an obsession.  Consumed with ideas by the million, Stone was constantly in conversations with herself about how she could execute them, and also bombarded with reasons why they wouldn’t work.  But in spite of how impossible her dreams seemed, she could not shake them, and after months of agonising over the decision, she resigned her 9 to 5 for the full-time pursuit of her dream.

Success was not forthcoming with her initial line of eight supplements, and after depleting her savings, Stone was faced with two very clear choices, pack it all in and quit “dreaming”; or, find another way to make the dream work.  Like any true entrepreneur, she chose the latter.

It was a choice made entirely on her own belief in her dream, because, as Sophia recalled, everyone, including family and close friends, with whom she shared an idea of making tea blends with the ingredients used in the supplements, thought it was a bad idea.  They encouraged her to either try to make the supplements work, or close shop and find a « real » job.

WHEN THE GOING GETS TOUGH, THE TOUGH GET GOING

« I decided in that moment that I needed a partner who could help me and who would share my passion and vision for the company, » Stone said.  I didn’t want an investor.  I wanted a partner who would bring value and strength where I needed it most. »

She turned to the sole friend who embraced the vision.  A tea enthusiast in her own right, Seeterram had already invested hours listening to Stone share about the ups and downs of her journey and had become somewhat of a confidant.

« She was always very encouraging, » Stone said.  « She has her own herb garden and would always experiment with me on weekends in the kitchen with the latest healing herb she managed to harvest.  I knew Stacy would be the ideal partner…I knew in my heart that she was exactly who I wanted to continue the journey with, » Stone shared.

She credits the partnership for the success Caribbean Cure has garnered over the past year.

Seeterram, a former health management executive with over six years’ experience at the national level,  joined the company in March 2017, and the mutual respect and admiration she shares for Stone is evident in the way she speaks about the partner she refers to simply as « Soph ».

« I am now, and always have been awed by who she is.  Her work ethic impresses me at least once every week, » Seeterram said.  « She is also very innovative and purposeful in her mission that our company is so much more than an entity that will generate revenue. »

Contemplating these things, Seeterram said she felt a purposeful paradigm shift, one that could offer an opportunity for her to be a part of something less corporate, more interesting, more rewarding, and more impactful.

« It’s the feeling that comes from creating something from point A to Z, » she said.  « And I felt like that was exactly what I needed. »

WHAT’S SO SPECIAL ABOUT CARIBBEAN CURE TEAS

In mere months, Seeterram and Stone created five tea blends, and won the approval of family and friends who indulged in their curative, feel-good concoctions, but Caribbean Cure’s official recognition as producers of world class teas was cemented when they won 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.

The SIAL shortlisting is their most recent, and biggest nod from the international community.

The secret is in the process, said Seeterram.  The tea leaves are slow-dried to maximise nutrient content.  Each blend is also a delicate balance, formulated to « create a memorable and unique experience in every cup, » she said.

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 Stone’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 West Indies – back to her childhood as it conjures  memories of her grandmother’s « magical » blends.

« We try not to worry about being successful,” Seeterram shared.  “What we do is work toward being significant.  And from this, success seems to have naturally followed us. »

RELEASING EMOTIONAL ATTACHMENT IN ORDER TO GROW

For any entrepreneur, a key success factor rests in the ability to maintain some emotional detachment from the business and product in order to make the difficult decisions necessary for brand development.  Stone and Seeterram discussed this from the get go.  If ever necessary, they would, no matter how difficult, have the courage to make the changes that would support growth.

Glass jars beautifully showcased the tea infusions they dedicated years to formulating.  This packaging was therefore foundational to Caribbean Cure’s conceptualisation.  But when opportunity knocked, with a chance to export to Canada and Japan, these jars, because of their weight, became impractical.  The partners therefore had to pivot to grasp the pending export opportunities.

In July 2018, Caribbean Cure, unveiled their new packaging, beautiful tea tins, adorned with designs created by a local artist.

EXCITING TIMES FOR CARIBBEAN WOMEN IN BUSINESS

“I am sure that someone could write an entire book on the struggles female entrepreneurs face…I think for me, the mental load of being a mother, and a dedicated entrepreneur is the biggest struggle I face,” Stone shared.  “Trying to balance my home and business life is a difficult task, and I think society tends to expect female entrepreneurs to do it all, successfully!”

The pair admit to experiencing both chauvinism and ageism, particularly when trying to pitch business ideas and close deals in male dominated settings.  But they remain focused on the silver lining in the ever looming cloud of gender inequality.

On the flip side, Seeterram said, “I must confess; we’ve gotten so many blessings because of our gender.  A good example is Caribbean Export’s WE-XPORT programme.  One of the reasons we qualified is because we are 100 percent female-owned.”

The Caribbean Export Development Agency (Caribbean Export), a Regional trade and investment promotion agency supporting CARIFORUM firms with development for export, launched its Women Empowered Through Export (WE-XPORT) programme in March, 2018.  The European Union, fund the programme and is supported by UN-Women and the Caribbean Development Bank, providing mentoring, training and numerous resources to Caribbean women in business to facilitate export or increase the export of their products and services.

Twenty businesses, all women-owned and operated, comprise the first cohort enrolled in the programme and are due to complete next year after a Women’s Business to Business Forum.

“They have supported us in our vision and given us many opportunities internationally to expose our brand that we may not have otherwise had,” Stone said of Caribbean Export and WE-XPORT.  They’ve have been absolutely invaluable resources, but they also encourage stick-to-itiveness, she shared.  “Caribbean Export, for example, is like a buoy in deep water, there for you when you’ve been swimming too long and hard, and you need a break.”

WORD OF ADVICE FOR BUDDING ENTREPRENEURS

As they reflect on a journey that has not been without immense challenges, Stone and Seeterram share some seeds of inspiration with fellow, and aspiring entrepreneurs.

“Do not fear mistakes,” Stone advised.  “Regrets are far more difficult to deal with than mistakes.  You walk away from a mistake having learned something, but a regret is a missed opportunity. Even if it seems beyond your reach, try. You will amaze yourself with what you are capable of.”

Finally, the partners stress that slow and steady wins the race.  Developing a business is a marathon.  So it’s not about speed.  It’s all about endurance.

“There will be lots of tears,” Seeterram said.  “But the moments of pride when it all comes together are priceless.” 

FIND OUT MORE ABOUT CARIBBEAN CURE: Facebook, Instagram, Twitter and LinkedIn – @caribbeancure and by visiting their website www.caribbean-cure.com. 

In the 1980’s, a professional food scientist with experience in dietetics, nutrition and food research development positioned her Jamaica-based company as an export-driven operation. Considered a pioneer in her field, Dr. Juliette Newell started what has grown to become one of the local leaders in the manufacturing and distribution of Jamaican products in the overseas markets. Today, Tijule Company Limited is managed by Dr. Newell’s nephew Roy Newell, who took over the business after her passing.

With 65 full time employees, and occupying over two acres of prime commercial land, the 30-year old company produces an exceptional line of products, which includes canned and frozen fruits and vegetables, flavourful sauces, seasonings, dips and condiments, exotic and gourmet jams, jellies, marmalades, fruit bars and bammies (cassava bread). Tujule also manufactures sauces and other products to customers’ specifications and tastes.

According to Roy, the Managing Director of Tijule, opening the company was a dream come true for Dr. Newell.

“My aunt had a PhD in Nutrition so food was her passion. She has also wanted to always take a taste of Jamaica to the rest of the world.”

Dr. Newell succeeded in doing just that as 80% of the company’s output is exported directly to the United States, United Kingdom, Canada, China, India, Japan, and the balance sold to other regional exporters and locally.

Roy noted that because of the market they are in, all companies that produce jams, jellies, and other condiments in Jamaica are their competitors; but his aunt never saw this as a challenge. He revealed that Dr. Newell’s biggest hurdle came in securing capital for her business.

“The 1980s was a difficult period, especially for a woman. Banks saw women as high risks and they were not too willing to give loans unless men were on the Board of Directors. As a woman in business, my aunt had to get a lawyer to verify that she was of sound mind and could manage a business. »

Roy added however that determination was what pulled her through, as interest rates at that time were very high, but she has a goal in mind and would not be deterred.

Since taking over the business, Roy has himself had some challenges noting that understanding how to run the business was the greatest one, but after completing an audit of the operations he feels more confident in his ability to carry on his aunt’s legacy.

The former electronics engineer believes that a large part of the company’s success is owed to his aunt’s insistence of comprehensive market research for the identification of markets and customers.

“This really gave the company a jump start in exports and helped us find our niche, which is catering to the Jamaican Diaspora in the US and the UK. We have also decided to focus more on our brand and ramp up the visibility of our company.”

With this new branding and marketing focus, Tijule has become increasing involved in in-market demonstrations, trade shows and study tours. Roy shared that most of the opportunities were made possible through the Caribbean Export Development Agency.

“We became aware of Caribbean Export in 2007 through the Jamaica Exporter’s Association (JEA). The Agency has since helped us with the development of new labels and modification of the old ones, the acquisition of quality management standards, streamlining and marketing and promotional systems, conducting market research, and upgrading our infrastructure. All of this was achieved through the grant scheme and through technical assistance.”

Read the full article in Primed for Success Vol. 3