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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

The Caribbean has a long history of coffee production, especially on islands with high mountainous regions and cool climates. Though they are outpaced in modern times by vast coffee plantations in South America, Caribbean countries have unique soils and growing conditions that contribute to some of the most popular coffee varieties sold in the global market. One of those highly sought-after selections is the Jamaica Blue Mountain Coffee.

Known for its superior taste, medium body, and low acidity, the Jamaica Blue Mountain Coffee has grown to become a significant contributor to the local economy, especially small farming communities and coffee distributors, as is the case for Country Traders Limited. Established in 1992, Country Traders set out to be the roasters, packers and distributors of the world’s finest coffee.

Managing Director, Mark Fletcher, started out as a supplier for other brands, before deciding to distribute his own. Since then, the husband and father of two has amassed more than 30 years experience in the coffee business, and his love for the job and the product he sells is what keeps him going.

“After leaving school, I started distributing pickles, sauces and other condiments, in the hotel industry and tourist trade,” Mark shared. “It was there that I started distributing a brand of coffee and saw the potential for it as business.”

Today the company has 15 persons employed across several areas of production. The 100% Jamaica Blue Mountain Coffee accounts for half of Country Traders’ business value, but they also produce another blue mount blend and an authentic Jamaica blend, which is a combination of low mountain coffee and imported blends for distribution.

On the local end, the company’s clients include all major supermarkets, gift shops, and some hotels and restaurants. In the export market, Country Traders mainly supplies small distributors and wholesalers, as well as retail through the company’s website. These include the United States, United Kingdom, Germany, Canada, and China.

“China is our newest and fastest growing market. The middle class Chinese customers are known for their top quality products whether it’s cars, clothing, or coffee, and the Blue Mountain Coffee brand is one of those quality products. There are also quite a bit of Chinese living in Jamaica, and they have been instrumental in introducing the product over there, which has resulted in steady growth.”

Currently 20% of the company’s clients exist in the export market. Their export strategy is focused on partnering with small and specialised distributors.

“With high-end coffee, freshness is the key – the fresher, the better. These small distributors are more direct, and the product can get to the customer quicker.”

Mark admits that the company has come a long way in terms of its growth and profitability. He believes however that much of their success comes from finding their niche early.

“When we first started, finance was a major challenge. The business had to build from profits because at that time, and even now, interest rates in Jamaica were extremely high. But we realized the value of customer relations, it wasn’t really so much the brand that was driving our success, but more so the strong relationship developed with the customer”.

Another formidable relationship that the company has developed is with the Caribbean Export Development Agency. In 2012, Country Traders applied for a Direct Assistance Grant to prepare their facility for Hazard Analysis and Critical Control Points (HACCP) certification.

‘We used the grant to make all the necessary structural changes and food safety requirements we needed in order to gain certification and now we are certified.”

The company also participated in the ANUGA, the world’s largest food and beverage trade fair, in 2013.

“ANUGA was an opportunity to showcase our products to thousands of buyers from hundreds of countries all over the world. As a part of the Caribbean Kitchen pavilion, we also established valuable contacts with other regional exhibitors.”

Mark credits Caribbean Export as having played a central, albeit indirect, role in the company’s success.

“Without the Agency we wouldn’t have attempted HACCP certification, because the cost associated with the process would have been a challenge for us. We also believe that Caribbean Export contributed to our overall export growth due to the certification we received, leading us to be more streamlined and efficient in our overall production.”

Read the full article in Primed for Success Vol. 3

Full Circle Animation Studio was recently contracted by Big Jump Entertainment in Ottawa Canada to produce the animation for season three of ‘Animals,’ an HBO TV series featuring performances from the likes of RuPaul, Aziz Ansari, Wanda Sykes, Raven-Symoné, Usher, among others. Considered to be one of the funniest, most idiosyncratic shows on television, an in-house team of 12 people (9 animators, one animation supervisor, one project coordinator, and one project manager) worked tirelessly between December 2017 and May 2018 at the studio located in Trincity, Trinidad. “This show had a very unique and distinctive style of design and animation. It looks simple and minimalist but it required us to transmit a lot of emotion through the characters using very limited animation movement. Going in, we had otherwise underestimated how challenging that could be while keeping the provocative edge that really defines the style of the show. In that regard, it was a new technical experience for us” said Managing Director Jason Lindsay.

This is the first time that an animation studio in Trinidad or throughout the Caribbean has been contracted from an international studio for a full season of a TV show on a major network. Still only a modestly sized studio by international outsourcing standards, this opportunity has provided the company with financial sustainability and a platform for growth technical/creative capacity building. “For a young animation industry like ours here in Trinidad, the main long-term benefit of an opportunity like this is the investment in our human resource. The experience and technical/creative insight gained from our animators working with an experienced production studio like Big Jump Entertainment is invaluable. The entire team benefited from it tremendously” further stated Lindsay.

This achievement however has not been Full Circle’s first endeavor doing outsourcing work for a major network. The company has also worked on productions in smaller quantities broadcasted on The Disney Channel, Nickelodeon, Universal Studios, DreamWorks TV and RAI.  Projects like this and other overseas productions outsourced to Full Circle puts the company in a position where over the last 3 years, over 50% of its income has been from foreign exchange revenue, with this most recent project catapulting its export earnings for the first half of 2018 to over ninety percent of its income during that period – a very unique positon for any small business in general to be in but a major achievement for the studio and the industry as a whole. Managing Director Lindsay is careful to point out the role that regional collaboration across the Caribbean has played in various capacities in getting the studio to this point in its growth.  He explained that the scale and timing of some of the projects, coupled with the diverse skillsets needed often requires Caribbean animation companies to collaborate to deliver.

A background illustration from the CARICOM mini-series Pepperpot Valley overlaid with the network of regional relationships relied on to produce it. Parts of this same network are used to produce other regional animation projects done by Full Circle. “On our very first outsourcing job, we collaborated with animation studios in Barbados and Jamaica. Since then, it’s not uncommon for us to work with animation studios in St. Lucia, Barbados and Jamaica for international outsourcing clients. We’ve collaborated on projects with Malfinis Productions in St. Lucia, Alycone Animation and Skyres in Jamaica and Westoonz and BIMAP in Barbados. We’ve also developed working relationships with a network of recording studios, casting directors and voice actors in Grenada, Belize, Suriname, Dominica, and Guyana for projects based on Caribbean content like the CARICOM mini-series Pepperpot Valley. The regional animation industry is still relatively young in the Caribbean. In that respect, a single animation project for either a feature film or a TV series requires a workforce with a diverse creative/technical skillset that can exceed the capacity of any one Caribbean nation. Fortunately, for a digital media industry like animation, location is not a challenge – but training is.”

Along with local support agencies that support services export, Regional organisations like the CARICOM Secretariat, the Inter-America Development Bank, Caribbean Development Bank, the European Commission and UNDP OECS have given Full Circle Animation tremendous support in their development over the years. The Company has also benefited indirectly from the investment that CARIBBEAN EXPORT has given towards supporting the region.

This is a historic accomplishment for the Full Circle and development of the digital economy in the Caribbean as a whole. One that exemplifies how the Governments, NGOs and the education sector and enterprise can work hand in hand to achieve and change the landscape of theeconomy.  Under the leadership of MD Lindsay, a creative business mind was brought into a creative space and out of it spawned a business model that is unique and applicable to the unique creative economy. Below the surface of this model is the seamless education thread that few are aware of and appreciate.  Students from the YTEPP Animation Retraining Programme, went on to complete the UTT Diploma in Animation programme and now ninety percent of the workforce are part of that thread that makes up the studio.  They have become an indispensable resource for the success of this industry.

This is a great example of success in the creative sector and the function of seamless education in a region of small islands that depend on foreign exchange. Animation is now heavily featured on the curriculum in regional training institutes. Programme coordinator for animation studies at the University of Trinidad and Tobago Camille Selvon Abrahams reminds us “Ninety percent of the young staff at Full Circle Animation Studio are UTT animation alumni. The current animation supervisor is a past student Mindy Bailey and most of the lead team are past students of UTT animation programme. Regionally this can be replicated as a model for our unique economic landscape. Led by a tried and tested managing director Jason Lindsay, this is an example to the Caribbean and world that perseverance pays off and we can create our future if CARICOM governments, education institutions and small businesses work in tandem”

Season 3 of the HBO animated series ANIMALS will premiere on August 3rd at 11:30pm. (PR)

Haiti is still recovering from a devastating earthquake which occurred in January 2010 and killed almost 150,000 people. The natural disaster left hundreds of thousands reliant on foreign aid and charity and set back economic development for decades. Entrepreneur and social activist Yve-Car Momperousse was on the verge of launching her beauty business when the quake hit, she immediately put her dreams on hold and set about raising relief funds. Three years later she finally got Kreyòl Essence up and running and now she’s using her company to empower Haitian people and provide a means by which they can help themselves.

Yve-Car Momperousse began researching plans for a Haiti-based beauty business in 2009 but her progress was sadly cut short just a few months later when that Caribbean country was left reeling by one of the world’s worst ever natural disasters.

Ms Momperousse stopped everything to provide assistance including raising $500,000 (US) dollars in cash and supplies to put towards immediate humanitarian efforts, and it would be over a year and a half after the quake before she returned to her business idea.

“My mother in her wisdom said, ‘I know you’ve been concentrating on relief but that’s not sustainable. When the cameras are gone, and there’s no longer a focus on Haiti because of the tragedy, people will still need to work’. So because of that I started to look again at the business.”

Kreyòl Essence was officially launched in 2013 and its winning formula of sustainable social impact alongside 100 per cent natural products has seen it develop over the past four years into a trusted beauty supplier. Described as ‘natural with a purpose’, the company has tapped into the growing desire among consumers for businesses to create ethical offerings while also espousing a positive message and making a real difference.

Ms Momperousse explains: “The company cemented my love for beauty products as well as social impact. When we plant castor seeds it helps with the environment – soil erosion, deforestation, greenhouse gas emissions, and we provide work primarily for women, so the company is truly women led and run. And by selling a luxury beauty product we hope to change the image and discourse coming out of Haiti.”

Now Kreyòl Essence is fast approaching its goal of selling over 40,000 Haitian Black Castor Oil bottles in one year after partnering with powerhouse group Whole Foods Market which has seen its products sold in hundreds of stores across the US and Canada, and soon it will also be available in the UK.

Ms Momperousse secured the deal with Whole Foods after “knocking on doors” and admits that she never thought her business would be working with such a substantial industry player so soon after launching.

She says: “I went into stores and did demos on our product line to make sure buyers had an experience with the product and understood our story. Initially we started selling in about six stores and that grew to 52 in three months and six months after that we’re doing 250 stores, and soon we’ll be in 450.”

Ms Momperousse estimates that the Whole Foods deal will help Kreyòl Essence’s sales grow by 50 – 60 per cent and lead to significant scaling up of production which will enable the company to sustain jobs for 50 female production staff and 300 Haitian farmers. “I like to say that the social impact drives my focus on sales because none of the social impact can happen if we are not a financially healthy company”, she states. “So I have to focus on profit margins and I would like sales to reach, in the next five to eight years, the $10 million (US) dollar mark to cement the seriousness of the company”.

So what has been the secret to Ms Momperousse’s success so far?

“You need the right type of environment in order to thrive. So you need people who are like-minded, driven and understand how to support you as a business owner. You also need family to support you as an individual because being an entrepreneur is mentally, as well as physically, taxing. Persistence is key because you cannot take no for an answer, and you need to believe that there is always an answer to whatever you are trying to figure out, so do not stop.”

Ms Momperousse was named the Caribbean Export Development Agency’s ‘Female Exporter of the Year’ in December 2016 and she’s hoping to use the award to get more attention for her business. She adds: “I applied because I wanted to show that women are involved in the agriculture space as well as exports. I also thought it was important to represent Haiti because the press associated with my country often does not showcase the positivity and the beauty that we have to offer.”

Ms Momperousse has also benefited from a Caribbean Export workshop in Jamaica which explained the impact and advantages of ‘angel investors’ and her business partner attended the annual Havana International Fair (FIHAV) in Cuba.

“The event in Jamaica was wonderful because it helped me to review what it takes to become an investable company with a spin on the Caribbean where angel investor networks are not as common. It was good to have those discussions and to hear what was coming up in terms of engaging with angel investors.”

Ms Momperousse is currently looking for increased capital investment to fund Kreyòl Essence’s ambitious plans for expansion.

“My end goal is to create jobs for 1,000 Haitian farmers and women so that we can truly see that they are getting amazing pay and benefits and a steady income.”