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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.

The Covid-19 pandemic has significantly changed the world as we know it. Job losses, declining revenue and closed market opportunities have become the reality of firms around the world. Caribbean companies, not exempted, now have a new storm to weather. One silver lining, however, is that the global pandemic has created new business opportunities. With changing customer behaviours and needs, firms must now examine new market trends to strategically re-position themselves to meet them.

Hygiene and Sanitization Products

With heightened consumer demand for clean and safe spaces, opportunities will continue to abound in the hygiene/sanitization sector. It is no surprise that manufacturers of cleaning products have witnessed a spike in sales. The CEO of Clorox has reported a 500% increase[1] in demand since the start of the year, and we recently heard how Trinidad and Tobago based manufacturer Chem Clean has also experienced an upsurge as households and businesses settle into new disinfecting routines.

However, these opportunities are not restricted solely to chemical producers. For example, Caribbean Health and Wellness firms like Sugartown Organics in St. Kitts & Nevis and numerous regional distilleries- members of WIRSPA have already begun to produce hand sanitizers. Experts agree that the tourism industry, upon which many CARIFORUM countries depend, will be under pressure to deliver a beyond clean experience thereby amplifying this opportunity.

Information Technology Services

Covid-19 has forced consumers online with telecommuting, virtual classes, and online shopping becoming the new norm. This presents the opportune time for service providers like IT professionals, digital marketers, and app developers to support firms in strengthening their online presence which can positively impact exports. Remote working will push companies to invest more in IT, cloud, and cyber-security services. Opportunities also exist for Caribbean app developers to create apps that help businesses to fulfill delivery orders much like Instacart and UberEats does for the American market.  Across the region there are several examples of companies offering digital payment options such as Trinidadian firm WiPay, which recently launched in Barbados and Barbadian company, mMoney both of which help companies and customers with cashless transfers.

The CEO of IT giant, Box, recently stated in an interview that the amount of business transformation from a technology standpoint over the next few months will be completely unparalleled to any other time in history.[2] Could Amazon’s planned workforce expansion (100,000 new hires) during this period indicate that this trend is likely to continue?[3]  Despite the persistent challenges that have slowed down the development of e-commerce in the Caribbean, the expansion of WiPay outside of Trinidad and Tobago during Covid-19 shows that the tide may be turning. 

Immunity Boosting Foods, Beverages and Nutraceuticals

Caribbean agro-processors offering natural immunity boosting products can benefit during the pandemic.  Widely accepted Caribbean staples like ginger and turmeric are some of the foods that are known to strengthen immunity. Jamaica is revitalising its ginger industry valued at just under $1 million USD in 2019 while CARICOM trade in turmeric is valued at approximately $1.07 million USD[4]. As the world grapples with staying healthy, there are sectoral opportunities for value-added products. For example, Ecofarms in Jamaica has since launched its line of Cold & Flu HoneyStix. Nutmeg and cinnamon, like honey, supports healthy immune systems which could be beneficial for Caribbean spice producers.

Similarly, the nutraceuticals industry which is projected to experience growth to approximately $317.3 billion USD by 2024 also offers opportunities.[5] The region has successfully demonstrated its competence to excel in this sector as evidenced through experts like entrepreneur Dr. Henry Lowe (Flavocure Biotech) who has several US patents based on his research into high value health solutions using indigenous plants.

Film & Music

For firms in the creative industries, global trends are in their favour. Although faced with significant revenue declines due to cancellation of live performances and screenings, the increased interest in online consumption for both music and film is a positive note-worthy trend. Globally, audio-visual streaming increased by 14.5% during early March when several countries began their lock downs.[6] Netflix has seen their subscription rate more than double – moving from its forecast of 7 million new paid subscribers for Q1 to 15.8 million. [7]Membership on Twitch has also grown by 31% as has digital radio services, e.g. BBC’s radio streaming increased by 18%. [8]With more persons confined to their homes and the mental health benefits that music and film brings, Caribbean producers can use this time to share their content, expand their following and connect with diverse audiences on interactive platforms. Recently the first reggae Verzuz battle between Beenie Man and Bounty Killer on Instagram Live recorded close to 500,000 live viewers and a suite of A-list celebrities tuned in to watch. Similarly, a Los Angeles based DJ, @dnice hosted a DJ party in his kitchen with over 100,000 live viewers including Ellen Degeneres, Oprah, and Michelle Obama. This event increased his following from 200,000 to its current 1.8 million followers.[9]

How to find the opportunities

The opportunities available will be different depending on your own situation.  Here are three strategies outlined by the MIT Sloan Management Review to help you identify yours:

1. Same Product Different Channel (Online): You may want to digitise your product or deliver your service online just like the example of DJ @dnice or the reggae challenge shared above. Nike has begun to engage customers with online workouts resulting in a 35% upshot in sales[10] while companies in Napa Valley are offering online taste testing lessons. What would applying this strategy look like for your company? If regional agro-processors offered an online cooking experience using their products, they could drive sales during or after the online event. The opportunities to offer virtual services or events to customers are endless and just takes a little imagination.

2. Same Infrastructure Different Product: While the pandemic has brought some businesses (E.g. hotels and guest houses) to a standstill, others have experienced an increase in demand. Can your company re-purpose your existing infrastructure to produce or sell high demand products and services? In Barbados, some hardware stores have begun to sell groceries. With many parents balancing remote work and home-schooling, some guest houses in Jamaica have offered their rooms to those who want a few hours of uninterrupted work time. So how can you offer a new product or service to customers using your existing arrangement?

3. Same Product Different Infrastructure: Some firms may find themselves with the problem of struggling to meet the demand for their products and services and need to increase production or distribution capacity. Globally, firms have sought to bridge the gap through creative partnerships. To meet the spike in online shopping demand, Amazon has partnered with Lyft to temporarily hire workers as the demand for ride share has plummeted. With increased unemployment, firms now have a larger labour pool to train and deploy even if temporarily. During this period of uncertainty, adopt a proactive approach. Assess market changes to adjust your products, services, and strategies to meet current and future customer needs. What will you need to do differently to take advantage of some of the emerging opportunities and how can you apply the strategies shared to mitigate the effects of Covid-19 on your business?

[1] https://finance.yahoo.com/news/clorox-has-seen-500-increases-in-demand-during-the-covid-19-pandemic-ceo-132530052.html

[2] https://www.uschamber.com/co/start/strategy/pandemic-business-trends-that-are-here-to-stay

[3] https://www.fool.com/investing/2020/04/01/amazon-partners-with-lyft-to-deliver-packages-and.aspx

[4] https://www.forbes.com/sites/daphneewingchow/2019/05/14/there-is-a-growing-market-for-nutraceuticals-in-integrated-cancer-treatment-in-the-caribbean/#6eb7c4c3204b

[5] https://www.globenewswire.com/news-release/2018/06/25/1528968/0/en/Global-Nutraceuticals-Market-Will-Reach-USD-317-3-Billion-by-2024-Zion-Market-Research.html

[6] https://www.twobirds.com/en/news/articles/2020/global/covid-19-the-music-shuffle

[7] https://www.theverge.com/2020/4/21/21229587/netflix-earnings-coronavirus-pandemic-streaming-entertainment

[8] https://www.twobirds.com/en/news/articles/2020/global/covid-19-the-music-shuffle

[9] http://www.jamaicaobserver.com/business-report/industries-that-will-boom-provide-the-most-opportunities-post-covid–19_191136?profile=1056

[10] https://sloanreview.mit.edu/article/three-proactive-response-strategies-to-covid-19-business-challenges/

Tourism is an industry which is susceptible to external shocks. None know this better than the owners of Rodney’s Wellness Retreat (RWR), a nature lovers’ sanctuary tucked away on 4.6 acres of an ex-lime farming estate just outside the idyllic village of Soufriere, Dominica.

Managing Director of the Retreat, Lucilla Lewis said the former lime estate was once the economic lifeblood of its neighboring villages, but that came to an abrupt halt with the passage of Hurricane Maria in September 2017 and again in 2020, now that the world is battling the highly contagious COVID-19.

Having successfully rebuilt after the category five hurricane, Ms. Lewis believes RWR will also bounce back from the fallout caused by the pandemic.

Rebuilding after Hurricane Maria

From June 1^st to November 30^th annually, hurricanes plague the Caribbean.  They lash the tiny islands with catastrophic rains and winds, often leaving a trail of death and devastation.

In 2017, Ms. Lewis and her siblings, who manage RWR, faced this reality.  In an effort to rebuild and see the area thriving again, they opted to take a Direct Assistance Grant from the Caribbean Export Development Agency. 

Ms. Lewis credits the grant with enhancing the resilience of the company. According to her it ensured that prior to COVID-19, RWR could offer the unique services of its Big Banana Campground, Kanawa Restaurant and Mayan Bar, CarRod’s Gardens and CarRod’s Cottages.

Our reconstruction plan included rainwater harvesting, solar energy supply, and the composting of waste. With grant finance support from Caribbean Export, a solar energy system was commissioned at RWR in March of 2019.  Since then one of our significant recurrent expense items the monthly electricity bill paid to Dominica Electricity Services (DOMLEC) – has been eliminated! The augurs well for business viability going forward, she said.

Focus on rebuilding and sharing the wealth

The owners implemented a procurement policy aimed at boosting the economic fortunes of the surrounding districts. RWR procured goods and services, such as vegetables, fruits, fresh fish, hair braiding and small boat rowing, from nearby villages before going elsewhere.

RWR, though a privately-owned business, is driven by a vision to restore economic viability to the Parish of St Mark, while generating a fair return on investments to its owners, the Managing Director said.

Packaging RWR’s tourism product

Ms. Lewis added that RWR had also successfully packaged the story of the rise and decline of the economic fortunes of the area, which is linked to the rise and fall of the Dominican lime industry, as one of its most popular tours offered to visitors.

This riveting story includes the decision by Ms. Lewis’ father, the late Rodney Lewis, a tropical agriculturalist by profession, to re-cultivate the land and to produce a variety of crops, including limes, as his retirement hobby.  Lucilla Lewis pointed out that the Direct Assistance Grant was instrumental in expanding her father’s vision. 

She noted that prior to the passage of Hurricane Maria, the Caribbean Export Development Agency had assisted the business with training and networking opportunities.  She added that with the grant, they were able to implement a Quick Book interfaced Point of Sale system, which improved their system of operation. The operational efficiency enhancements which resulted at RWR were remarkable! she enthused. 

RWR expects strong recovery after combating COVID-19

Once again in 2020, the operations of RWR were brought to a screeching halt but this time due to the COVID-19 pandemic.  The farm-converted-tourism enterprise began to feel the effects of the infectious virus when guests started to cancel their trips.

COVID-19 has left us with no income stream as we have been totally closed since March 12, the managing director revealed.

We were forced to close before the official closure of Dominica’s borders as most of our upcoming reservations were from Europe and with the soaring infection rates in European cities at the time, our would-be guests were very gracious to indicate that they were going to cancel, she said, adding that RWR was able to pay its staff for the entire month of March but could not for April.

During the downtime, Ms. Lewis and her siblings have been focusing on expanding the retreat’s cultivation of fruits and vegetables. RWR, which is a farm-to-table retreat, promotes the use of on-site products in its kitchen. So far, they have harvested sweet peppers, tomatoes, eggplants and fruits.

They also registered to participate in the Backyard Gardening project, a post COVID-19 food security adaptation strategy launched by the Government of Dominica.

While this program augurs well for self-sufficiency it may limit the scope for sale of excess production in the domestic market, she observed.

However, going forward Ms. Lewis anticipates a strong recovery after COVID-19. She said RWR intends to cater to the domestic market when local curfews and restrictions are lifted, before cautiously reopening to the world.      

RWR offers nature and green spaces away from the trodden path. Its uncrowded and has an open dining room and scope for setting up dining anywhere on the grounds. We expect strong recovery immediately after European travelers are comfortable with airline and destination safety protocols, but in the short to medium term, we plan to target regional markets, she said, pointing out that RWR will be upgrading its hygiene and cleaning procedures prior to reopening.

Having rebuilt after Hurricane Maria, and currently navigating the COVID-19 pandemic, Lucilla has learnt that patience is key to success. We have become more convinced that the RWR model, in terms of our product and service, is a winning one but it requires patience. We think that the offer will be in high demand in the post COVID tourism market, Ms. Lewis predicted.

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.

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

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

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

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

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

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

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

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

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

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

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

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

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

Please note that the offices of Caribbean Export will be closed from Monday, December 23, 2019 and will re-open on Thursday, January 2, 2020. 

Wishing you Happy Holidays and a Prosperous New Year! 🎄 🎁 🔔 🤶