This Surinamese company first opened its doors in 1960, and at the time, Willemsberg founder, Leo Willemsberg imported white sugar. But when Suriname started producing its own sugar, Leo needed to find an alternative import, and opted for shelled peanuts.
By 1980, the next generation of Willemsbergs were at the helm of the company, and keen to start a more creative, entrepreneurial venture.
Managing Director Susan Tjong A Hung
“My brother said why don’t we produce our own peanut butter; so instead of continuing to import peanuts for other peanut butter producers, we started our own factory,†Leo’s daughter, and Willemsberg Managing Director Susan Tjong A Hung shared.
They started with two varieties, first a creamy version, and then crunchy with chunks of peanuts in it. Next came a hot variety with pepper, and finally, diet versions were added.
Today, there are six varieties of Wippy Peanut Butter. The preservative free nut butter consists of 95% peanuts, is sold in over 1,500 shops and supermarkets across Suriname, and has grown to become a trusted, recognisable brand and a huge favourite with the Surinamese people.
How increased competition spurred exports As more companies across Suriname started producing peanut butter, Wippy’s market share fell from 65 percent to 35. Whilst working on reclaiming five to 10 percent of the market through increased marketing events, such as supermarket tastings and health and wellness campaigns in schools, they have also turned their attention beyond Suriname’s shores to capture more sales.
“We have an excellent distributor,†Susan said. “They are the sole distributors for Coca Cola in Suriname, and they are doing a great job at pushing the Wippy brand.â€
Distributor Fernandes has already taken Wippy into Guyana and is currently working on expanding their presence there.
WE-Xport provides technical assistance, grant funding and training geared toward preparing women-owned Caribbean businesses for export.
Fosten branded peanut butter
“We had a lot of help from our WE-Xport coach, and this enabled us to export to The Netherlands,†Susan shared. “The coach guided us through the process and researched the documents and other requirements needed to export to and promote our product in Holland.â€
Unable to sell in The Netherlands under the name “Wippy†because of its similarity to internationally-known peanut butter brand “Skippyâ€, the Willemsberg team registered the name “Fosten†– a reference to the traditional way of making peanut butter in Suriname.
With the necessary paperwork done and registration complete, Willemsberg exported their first palettes of over 6,000 jars of Fosten peanut butter to Holland where they are focused on the Surinamese diaspora of approximately 400,000.
Flexibility and teamwork, key to Willemsberg success
Willemsberg production personnel
The ability to read and respond to market trends has played a crucial role in keeping Willemsberg in business for almost 60 years. But the true credit, says Susan, must be given to her 34 members of staff.
She offered up this nugget for other small business owners.
“Do not be afraid to trust and count on your management team and employees. Give them the opportunity to help, and to express their ideas,†she said. “Invest in your employees, guide, coach and always be honest with them, and you will see that this will reflect positively in your company’s performance.â€
Visit the We-Xport booth at Bmex in June 2019 to learn more about the Wippy brand.
Find out more about the Willemsberg story and Wippy Peanut butter at: www.wippypindakaas.com and on Facebook and Instagram @wippypindakaas.
Dubbed Jamaica’s first healthy cosmetics line, Your True Shade is committed to producing products that celebrate the diversity of skin tones found throughout the Caribbean and beyond, and are free from the harmful chemicals commonly used in some skincare products.
The brand’s creator, Dianne Plummer, entered the green skincare and clean cosmetics space like many others, out of necessity. While studying sustainable energy and chemical engineering in Sweden and Finland, finding makeup that offered ideal coverage without irritating her sensitive skin and causing eczema flare ups proved to be challenging. So, using her engineering background, Plummer formulated her own skincare and makeup line, using hand-picked, natural ingredients, and in 2015, True Shade Cosmetics Limited was born.
Determined to be a trailblazer in natural skincare in the Caribbean, Dianne focuses heavily on innovation, research and development.
I’m always trying to make everything better, change formulations and tweak things as we go forward, she said. Because innovation has to be at the core of the business.
The same old way of doing things is not a sustainable business model, she said, instead, a revolution is needed. What will separate the outstanding entrepreneur from the average Jane or Joe is the ability to bring something new, never before seen or done, to the market. In an already saturated market, like skincare, one must figure out how to do it differently and be innovative.
By fusing technology, science and nature to deliver a safe, efficacious product, Plummer continues to innovate in her space. She’s successfully changing the narrative surrounding beauty by making it synonymous with health.
Plummer’s products not only conceal and minimise imperfections, the locally-sourced, natural, anti-inflammatory and hydrating herbs, spices and plant extracts used to formulate the line also promote healing and repair. In essence, it’s makeup with skincare benefits.
WE-Xport provides mentorship, technical support and funding to women-owned Caribbean businesses to prepare them for export, and to expand their current exports.Â
Your True Shade is in 10 stores across Jamaica, and is currently closing deals to enter three new stores.
We want to dominate locally so persons can access the product in different parishes, Plummer said.
We are also working on building a presence in the Caribbean, Europe and Africa. So, with We-Xport I am learning the tools that are needed to get me into expanding beyond Jamaica, Plummer shared.
In August 2019, Your True Shade will celebrate four years in business, and Plummer shared that she is pleased with its growth, and excited about being able to establish the brand as a global key player.
This growth, and Plummer’s ability to maintain positivity and momentum during what has been an exciting, but challenging entrepreneurial journey are due, to formulating and sticking to a vision for her company.
Every decision made, every person employed, every new product added to the line must be in line with that vision.
Once I formulated my vision and started making decisions in line with it, I saw tremendous growth and cohesion with all my activities, Plummer shared.
So that’s one thing I would like to leave with every single entrepreneur out there. Keep the vision in mind, and tie every single business activity to that vision.
Visit the We-Xport booth at Bmex, in June 2019, to find Your True Shade.
Find out more about True Shade Cosmetics: www.yourtrueshade.com and join their community on Facebook @trueshadecosmetics and Instagram @yourtrueshade.
Once outsourcing became a business model, Shared Services centers was a logical and exponential outcome. Such centers are like business supermarkets, delivering key transactional processes and or administrative support under one roof. That results in clients getting to outsource finance and accounting, legal, information technology and even Human Resources in a bargain package that helps them consolidate productivity and reduce costs.
Historically, Shared Services was defined as delivery of processes to a company from a shared model. The sharing in this instance referred to services delivery across business units and a sharing of accountabilities and responsibilities between the shared services organization and its customers. There are different iterations of that model now, but the core definition remains attractive for firms, even as Artificial Intelligence and robotics are changing service delivery.
For the Caribbean, selling Shared Services, either in delivery or accommodation, may now be the region’s best outsourcing product. Some companies with a long history in the region have set up such centers here. Canadian activewear market leader Gildan established theirs in Barbados in 1999; Scotiabank launched its hub in Trinidad and Tobago in 2013. And only months ago, KPMG, one of the top four global professional services firm, opened its Shared Services center in Kingston, Jamaica.
To build marketing momentum and attract other big firms that want value from outsourcing, the Caribbean Export Development Agency will be promoting Shared Services at its second annual Outsource to the Caribbean Conference (OCC2019) in Curaçao May 6th to 10th. The Agency intends to highlight the Caribbean’s service possibilities, especially those beyond voice centers, and why partnerships in this region makes good business sense.
Operation size and space in the Caribbean are affordable, suitable and practical. Shared Services help these locations with economies of scale in real estate and business ready facilities. A company can benefit from Class A office space rental rates per square meter/ month as low as US$2.8 (US$0.26 per square feet) in Haiti, US$11.2 (US$1.04 per ft2) in Suriname and US$11.7 (US$1.08 per ft2) in Jamaica. In other benchmarked BPO markets like India, Philippines, Costa Rica, Colombia and Mexico, rental rates vary between US$12.4 (US$1.15 per ft2) to US$26.7 per square meter (US$2.48 per ft2).
The Caribbean’s diverse and skilled English-speaking workforce makes it an ideal location for most combined back office operations because it offers solid capability. Many Fortune 500 and other multi nationals already have a presence here, which means a center can recruit local talent who have first world business experience.
Shared Services also bring big savings on statutory and social security taxes and benefits like group health. Even better, the Caribbean’s labour costs are more competitive than North America, falling between 88% to 55% lower. Over 70,000 students graduate from higher education every year. The region also has the advantage of speaking several global languages with English, French, Spanish and Dutch spoken fluently.
The region’s proximity to major markets as a gateway between North and South America, and its modern infrastructure means set up and integration is seamless. That proximity, and recent telecom/internet advances in most territories make it easy to support cross border operations with other regional players.
Some other valuable benefits of Shared Services in the Caribbean for foreign firms were recently highlighted in a Smarter with Gartner blog: service reliability, simplification of effort and key insights that help partners improve business performance.
According to the blog, reliability adds value by meeting customer needs at a competitive cost. A reliable vendor allows a client to focus on improving and refining their own processes. “The Caribbean has already proven it’s a reliable business partner,†says Tessa Jacques – President of the Caribbean Association of Investment Promotion Agency’s (CAIPA). “Each country offers incentives that increase the savings to each investor and investment facilitation staff who stand ready to assist in any way.†The region’s territories also boast high functioning institutions, efficient government, and regulatory systems that are conducive to business.
The second benefit, simplifying effort, brings a seamless, positive customer experience for clients who may be expanding or who want their key processes done in a standardized manner and can leverage management expertise and governance across all business support functions.
Insights, often the best driver of business growth, are multiplied in Shared Services precisely because they bring untold value not only in the smart moves they allow companies to make, but also in market mistakes they help companies avoid. Insights from good data analysis offer opportunities to increase revenue, cut cost and improve business performance overall.
OCC2019 comes at a time when Caribbean economies are riding on growth north of the region. As this seems likely to continue for the near future, it will make it easy to sell the concept of Shared Services centers to firms that want partners who will join them in solving their business problems. Others will simply want the ease of setting up their own, as Scotia and KPMG did. “Many of these companies want to know that the local talent is technically capable to support their operations. We can offer that in the Caribbean,†says Tessa Jacques – President of the Caribbean Association of Investment Promotion Agency’s (CAIPA).
When Indira Weech returned home to the Bahamas after living in Europe, she started a movement. Determined to offer tourists an authentic Bahamian experience, Indira decided to forego traditional souvenirs, opting for soap, which she dubbed the useful souvenir.
Her handcrafted,
skin-loving bars, formulated with indigenous botanicals and Caribbean scents,
provide the perfect way for visitors to the Bahamas to take home a little piece
of paradise. And her focus on using
natural ingredients and sustainable packaging has been at the forefront of her
eco-coconscious living in the Bahamas, inspiring others to be more mindful of
how much they throw away.
From just soaps in 2004, bahamaSpa™ has expanded to a full body and hair care range, including body scrubs, butters, creams, lotions, massage oils and shampoo bars. And at the root of the company’s success, is Indira’s passion. As she tells it, she’s obsessed with formulating products that are good for both the user and the environment.
If you are going to be successful as an entrepreneur, it can’t just be about money, she said. The days and nights will be long, so you’ll need to find something you’re passionate about, and motivated to keep doing in spite of the failures you will encounter.
In addition to loving
what you do, Indira implores aspiring entrepreneurs to train continuously. Knowledge is key to remaining relevant,
improving your product or service and perfecting your brand, she said.
Looking back on her own failures, Weech shared that there have been many, including the closing of her business and starting again from scratch. But she believes when entrepreneurs share their story, they should willingly share both the highs and the lows, so that those contemplating the journey have a true sense of what it can be like.
Looking ahead, future plans for bahamaSpa
It’s been 11 years since Indira started building the bahamaSpa brand, and many of them have been spent learning about product formulation and about the beneficial properties of plants and herbs. The focus on, and investment in continuous education has been worth it. Her palm, phthalate and paraben free products are receiving rave reviews, and have found their way into luxury spas across the Bahamas.
The demand for this healthier, environmentally friendly skin care option has been so high, that keeping up supply has been challenging. And, because many of the tourists who try Weech’s souvenirs want more than a one-off experience, her focus is now on getting export ready.
bahamaSpa is one of 20 women-owned Caribbean businesses making up the first cohort of participants in the Women Empowered through Export (WE-Xport) programme, which is designed to support Caribbean women in business to start exporting, or increase the exports of their products and services.
Inspired by the sights, sounds and smells of Paris while exploring the city as a child, Weech knew then she wanted to be a creator. She wanted to produce something beautiful and artistic that brought pleasure to its users, and she wanted it to be on display in one of the luxurious Parisian storefronts she peered into and fell in love with. bahamaSpa, with support from the WE-Xport programme, is at the beginning of the realization of that dream, and Indira is confident, that she will one day walk the streets of Paris, and see her products looking back at her from the other side of the glass.
Visit the We-Xport booth at Bmex in June 2019 to see the bahamaSpa range of products.
One of the Caribbean’s most vibrant and cosmopolitan countries, Curaçao has just the character for OCC 2019 (May 6th – 10th).
The Caribbean Association of Investment Promotion Agencies (CAIPA) and Carib Export will be working with the Curaçao Investment Promotion Agency, fDi-Intelligence (an arm of the Financial Times), and other partners to ensure that it delivers nothing but excellence and rewards to all participants.
Introducing Curaçao
Excellence is already a benchmark of Curaçao. The Dutch-Caribbean country is, with Aruba and Bonaire, one of the ABC islands, and an independent nation in the Netherland kingdom. It has been called a bit of Holland in the middle of the Caribbean. Really, though, it’s more Papiemento – the best of several worlds. Papiemento is one of Curaçaos’ three official languages (after Dutch and English). Like Curaçao’s diverse population, it is a blend of Spanish, Dutch, English, Portuguese, and African. You won’t often, even in the Caribbean, find so many worlds in a single island. The country is, in a word, unique. Progressive: with its underpinnings of freedom in all areas. Quintessentially Caribbean: welcoming weather (heat buffered by trade winds, clean air, with little rain), beaches, and colorful and objectively beautiful old world architecture. Modern: advanced infrastructure, transportation, and an extensive telecommunications network. Magnificent: It has an underwater cave known as the blue room (!) Quirky: iguana soup, anyone?
Not just a holiday spot
Curaçao regularly welcomes vacationers and its natural charms have enticed some to make it their home. But it’s not just a resort island. Its lengthy, services tradition includes pioneering the Offshore Financial Services Sector in the Caribbean as early as the 1920s. This positions the country ahead of the curve when it comes to the growth sector that is Business Process Outsourcing (BPO).
With development on par with, and easy access to markets in, the US and Europe; link-up with Dutch capitals in Europe and the Caribbean; proximity to the US (literally in the same time zone as New York); and the fact that it is tax-and-investment-incentivized; Curaçao is ready to court quality investors.
Well connected
Curaçao’s IT infrastructure has made it a data hub for the region. Daily flights from Europe, the US, Central America, and the Caribbean make it a physical hub. Meanwhile, its authentic attractiveness, modern amenities, while being located in the Caribbean Sea, though not in the hurricane belt (so investors can rest easy there), add to its appeal.
Curaçao has, in its capital Willemstad, one of the world’s largest natural harbors, accessible via a moving bridge called the swinging old lady; making it a center for container ships. A country so used to being at the center of things is well positioned to host an event like OCC 2019 – showcasing that paradisiacal as it is, the Caribbean has much more to offer to a service-driven, IT connected, progressing world, and especially to the world of international business.
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.â€
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.â€
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.â€
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.â€
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.â€
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.â€
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
Founded in the land of wood and water, this social enterprise is transforming lives by offering healthy, nutritious foods, sharing knowledge and empowering other members of the community.
CEO Craslyn Benjamin established Benlar Foods in 2014, while working as a strategic forecaster with Jamaican food giant, Grace Kennedy. It was initially an experiment intended to troubleshoot a supply shortage Grace Kennedy was experiencing. Benjamin was contracted to grow scotch bonnet peppers, and with two acres of land, she rolled out a fully organic, best practice set up. The experiment proved to be several times more bountiful than imagined.
“It was amazing,†she said. What I made in three months of reaping, I was making in a year of salary at Grace, and they paid me really well.â€
Inspired by her success, Benjamin resigned from Grace to run Benlar Foods fulltime. She strategized on how she could increase yield, and grow produce efficiently, and she shared the knowledge gained with other farmers in her community, eager to ensure they too could reap her level of success.
“I wanted to increase the availability of authentic Jamaican products,†Benjamin said. “Sometimes you hear, oh, I am not getting the authentic jerk seasoning anymore from Jamaica. I have an issue with that because our country is known for its food and spices, so I feel the need to protect that,†she said.
After a year in business, Benjamin landed a major contract with Burger King. It proved to be the stepping stone toward developing a sustainable business model. She scaled up production, created new products and launched Benlar-branded spices, all with a view toward strengthening brand Jamaica.
Scaling up and going global
With four years of business under their belt, and six major contracts, what’s next for Benlar Foods?
They have just incorporated an e-commerce platform, which facilitates trade by enabling them to drop shipments in different countries.
Organic prepared foods are next on their list of offerings, and they are setting up an agro processing facility to facilitate this. It will allow them to control freshness along the supply chain, add value, and meet customers’ preference for convenience.  It will be one of the only facilities in Jamaica offering a service of this kind.
They are also pursuing a Safe Quality Foods (SQF) certification, which will allow them to export to foreign territories like Australia and Sweden.
“This is really big for us, in terms of taking us to the next level where food safety and traceability are concerned,†Benjamin said.
Mentorship, training and an international outlook, keys to success
“Research programmes and organisations focused on training and mentorship,†Benjamin said. “This is key to continued learning and evolution.â€
The knowledge she gained through her enrolment in the Branson Centre of Entrepreneurship, and her selection for President Barrack Obama’s Young Leaders of the Americas initiative and Caribbean Export’s WE-Xport programme have been priceless and she continues to reap the benefits to date. The programmes exposed her to how top US conglomerates manage fresh produce and distribution across several states, assisted her with developing a strategic action plan, and exposed her to a network of over 245 entrepreneurs from Latin America and the Caribbean with whom she exchanges ideas daily.
“You must network with entrepreneurs across the region. Study how countries, like Cuba, Venezuela and Haiti do business differently, and see what elements can be beneficial…to your operation. “We don’t operate in a vacuum,†she said.  “A global approach will be key to your success.â€
Visit the We-Xport booth at Bmex in June 2019 to view the Benlar Foods’ product range.
Find out more about Benlar Foods, how they assist other farmers and empower the youth in their community.
While living and working as a development professional in Ethiopia, Meme Bete’s founder, Taribba do Nascimento helped women entrepreneurs get export-ready, and as she watched their ventures grow, she was inspired to follow the entrepreneurial path.
“The leather industry is really organized in Ethiopia, and I loved African prints, so I thought African print fabric with leather would produce a beautiful bag,†Taribba said.
She established Meme Bete in 2009, a brand specialising in crafting exclusive handbags and purses.
At first it was a side hustle she used to repay student loans, but after becoming a mom, Taribba gave up her job and dived into Meme Bete full-time, so she could stay at home with her son.
In 2012 Taribba returned to Saint Lucia and to full time development work, again making Meme Bete a part time venture. It was a strategic move that enabled her in four years to accrue the capital needed to purchase industrial machines, hire staff and commence production full time from her very own atelier.
As a single mom relying solely on profits from an entrepreneurial venture and having responsibility for the livelihood of her staff, each day is a challenge. Despite the rush of support from friends and family eager to support her venture, there were only so many bags they could buy, and when that initial support dwindled, it was time to convince strangers to buy.
Eyes Set on Becoming an Iconic Brand
Meme Bete will celebrate its 10th anniversary in April 2019, and Taribba is focused on increasing the brand’s visibility, as well as incorporating more personal stories in the hopes of inspiring others. The brand is intentionally small and focused on exclusivity. They do not replicate prints, and colour schemes are unique in each bag. In effect, no two Meme Betes are the same.
The goal? To be that thing people must get when they visit Saint Lucia.
“I want it to be synonymous with Saint Lucia,†do Nascimento said. “There are the Sulphur Springs. There are the Pitons. And there is That’s what I want,†she said.
Fittingly, do Nascimento borrowed the name from a Saint Lucian saying that means same animal, same beast, loosely translated on island as “there is no difference; we are all the sameâ€.
“It’s now trendy to buy artisanal products, and people are beginning to understand the need to support local economies,†do Nascimento said, “making it a great time to be an entrepreneur in the Caribbean.â€
There is no shortage of talented people in the Region and Taribba is one of twenty women entrepreneurs that was selected to participate in the Women Empowered Through Export (WE-Xport) programme implemented by Caribbean Export. We-Xport supports Caribbean women in business to start exporting or increase the exports of their products or services.
Find out more about Taribba’s journey by subscribing to her newsletter at: www.memebete.com, and join the Meme Bete community on Instagram: @memebete.bags and Facebook: @meme.bete.
Een markt van meer dan 12 miljoen mensen is niets voor Caribische exporteurs om hun neus voor op te halen. Dat is het soort markt waarvan elk bedrijf in de Caribische Gemeenschap (CARICOM) zou profiteren. Toen CARICOM en Cuba 15 jaar geleden een overeenkomst voor wederzijdse handel en economische samenwerking ondertekenden, kregen exporteurs in de regio toegang tot miljoenen potentiële klanten. De wederkerigheidsovereenkomst, die voornamelijk betrekking had op de handel in goederen, gaf Cuba rechtenvrije of rechtenverlaagde toegang tot specifieke goederen zoals vruchtensappen, sauzen, specerijen, kruiderijen en kleding uit de CARICOM-regio. Hoewel de overeenkomst nu min of meer inactief is, hebben verscheidene gevestigde ondernemingen gebruik gemaakt van de mogelijkheid van toegang tot de Cubaanse markt, zij het niet zonder verschillende hindernissen te overwinnen.
Baron Foods Limited, een St. Luciaans productiebedrijf met een Food Safety System Certification (FSSC) 22000 V3 gecertificeerd assortiment van 165 specerijen en dranken is zo’n bedrijf.
Vijf van haar specerijen en sauzen zijn goedgekeurd en aanvaard voor verkoop op de Cubaanse markt en het bedrijf wacht op een bevestigde bestelling van TRD Caribe, een van de grootste voedsel- en drankendistributeurs in Cuba. Het kijkt ook naar de hotel- en toeristische sector en de detailhandel.
Chief Executive Officer Ronald Ramjattan zegt dat het nalatig zou zijn geweest van zijn 24-jarige bedrijf, dat al op verschillende andere markten in de regio actief is, om niet naar Cuba te kijken. Cuba is een nieuwe en opkomende markt met meer dan 12 miljoen inwoners die een soortgelijke cultuur en voedselvoorkeur delen met de rest van de Caribische bevolking, zegt hij. De Cubaanse markt is in veel opzichten vergelijkbaar met de rest van het Caribisch gebied, ook al verschilt de Spaanse invloed nogal van ons.
Zoals Ramjattan erkende, zijn de voordelen aanzienlijk voor elke CARICOM-exporteur. Deze omvatten toegang tot een grote, regionale markt waarvan Amerikaanse concurrenten niet kunnen profiteren vanwege het langdurige Amerikaanse embargo op de handel met Cuba. Hoewel het vanaf januari 2015 voor Amerikanen mogelijk werd om Cuba zonder specifieke vergunning te bezoeken als het bezoek onder een van de 12 categorieën valt, zijn er nog steeds beperkingen aan de hoeveelheid goederen die in bagage het land mag worden binnengebracht en per boot vanuit het buitenland mag worden verscheept. De uitdagingen om in te breken en te concurreren op de Cubaanse markt zijn echter talrijk.
Cuba heeft een van de weinige overgebleven centraal geplande economieën ter wereld, waarbij de regering 90% van de economie controleert. Alle handel met dat land moet via de staat lopen. Goederen kunnen derhalve alleen in Cuba worden ingevoerd door overheidsinstanties en joint ventures die beschikken over vergunningen voor de betrokken goederen.
De hoge kosten van vervoer (zowel over zee als door de lucht); juridische en institutionele verschillen; en onvoldoende financiering en kredietmechanismen zijn enkele van de andere grote obstakels. Naast de strenge regels die het invoerbeleid van het land bepalen, was de taal een hindernis voor Baron Foods.
Dat Spaans de spreektaal is, is een van de belangrijkste barrières die we moesten overwinnen. De verkoopvoorwaarden zijn volledig anders, aangezien zij op zoek zijn naar kredietfaciliteiten voor drie tot zes maanden, aldus Ramjattan.
Kapril Industries had echter niet het probleem van de taalbarrière. Het cosmeticabedrijf, dat in december 2002 is opgericht door een groep chemici uit de Spaanstalige Dominicaanse Republiek, exporteert sinds twee jaar haarverzorgingsproducten en producten voor persoonlijke verzorging naar Cuba.
Het feit dat de Dominicaanse Republiek dicht bij Cuba ligt, dat beide landen vergelijkbare markten voor haarproducten hebben en dat de inwoners van beide landen dezelfde taal spreken, bleek een voordeel voor Kapril.
De reden om Cuba als markt te kiezen is dat wij vergelijkbare etnische groepen delen, omdat wij nabijgelegen eilanden zijn en dus vergelijkbare kenmerken hebben. Ook delen we hetzelfde klimaat van het Caribisch gebied en zijn onze producten ontworpen met een tropische formule, zegt Chief Executive Officer Julia Jimenez, die ook de eerste vice-voorzitter is van de Vereniging van kleine en middelgrote cosmeticafabrikanten van de Dominicaanse Republiek (APYMEFAC).
Maar net als Baron Foods moest Kapril lange processen doorlopen om te voldoen aan de invoerregels en -voorschriften van het land En beiden ontdekten dat het hebben van een gevestigd product niet genoeg was om door te breken op de markt.
Voedsel- en geneesmiddelenvoorschriften maken deel uit van de strenge handhaving. Onze producten moesten via hun aboratoria voor tests en evaluatie worden voorgelegd, aldus de CEO van Baron. Ramjattan legde het proces verder uit: Ten eerste moeten uw producten HACCP gecertificeerd zijn. Ten tweede moet u de jaarlijkse beurs FIHAV (Havanna International Fair) bijwonen. Zodra uw producten zijn aanvaard, moeten ze voor evaluatie naar het laboratorium worden gestuurd. Zodra de producten zijn goedgekeurd, moeten wij een of meer overheidsinstanties selecteren als distributeur. Ten slotte worden de verkoopvoorwaarden met de distributeur vastgesteld. Evenzo heeft Kapril het proces doorlopen om aan alle noodzakelijke voorschriften te voldoen.
FIHAV was van vitaal belang voor beide bedrijven om vooruitgang te boeken in Cuba. Het jaarlijkse evenement is Cuba’s grootste en belangrijkste handelsbeurs. Het wordt bijgewoond door verschillende belangrijke Cubaanse besluitvormers en inkopers die met buitenlandse leveranciers over contracten onderhandelen, over nieuwe technologieën en producten leren, nieuwe exporteurs ontmoeten en hun relaties met gevestigde leveranciers versterken. Gezien het belang dat de Cubanen hechten aan persoonlijke ontmoetingen, is het een waardevol evenement voor potentiële exporteurs om de Cubaanse markt te beoordelen en hun buitenlandse concurrentie te evalueren.
Wij hebben in 2012 als exposant deelgenomen aan FIHAV met de steun van Caribbean Export. Op dit evenement ontvingen we verschillende voorstellen van verschillende klanten; ze werden aangetrokken door de presentatie en de kenmerken van de producten en uiteindelijk werden we door een van hen geselecteerd als leverancier,zegt Jimenez van Kapril die exporteurs die naar Cuba willen exporteren aanmoedigt de beurs bij te wonen.
Om toegang te krijgen tot Cuba heeft Baron Foods ook deelgenomen aan verschillende door Caribbean Export gefaciliteerde handelsbeurzen. In de afgelopen twee jaar werd het bedrijf geselecteerd door het Trade Export Promotion Agency van St. Lucia om actief de Cubaanse markt te betreden. Deze onderneming werpt beslist vruchten af en heeft ons gebracht waar we nu zijn, aldus Ramjattan.
Succesvol zaken doen met Cuba vereist veel planning, zoals bij het betreden van elke markt. Nog voordat zij met het exportproces beginnen, moeten de ondernemingen nagaan of zij klaar zijn voor de export, hun doelmarkt onderzoeken en selecteren, een solide strategie op middellange tot lange termijn hebben met de financiële middelen om deze uit te voeren, en over voldoende productiecapaciteit en flexibiliteit beschikken.
Bij uitvoer naar Cuba moeten bedrijven echter ook nagaan of de goederen die zij willen uitvoeren gecontroleerd, verboden of gereglementeerd zijn, en of een vergunning, licentie of certificaat voor uitvoer vereist is. Men moet klaar zijn voor de export. Verpakking en etikettering moeten voldoen aan de Cubaanse markt en moeten per container kunnen worden verscheept, aldus Ramjattan.
Het Oficina Nacional de Normalización (Nationaal Bureau voor Normalisatie) in Cuba stelt voorschriften vast voor de etikettering en verpakking van consumptiegoederen. Die voorschriften worden gehandhaafd in de haven van binnenkomst, zodat de producten moeten voldoen aan de etiketteringsvoorschriften voordat zij worden ingevoerd.
Nu Baron Foods klaar is om zijn producten in Cuba in de schappen te leggen, erkent het bedrijf dat de andere uitdaging erin bestaat de prijzen concurrerend te houden, aangezien goedkope Chinese producten op de Cubaanse markt zeer gangbaar zijn.
Kapril heeft ook moeten concurreren met leveranciers uit meer ontwikkelde landen met goed gepresenteerde en concurrerend geprijsde producten. Maar de CEO zegt dat het bedrijf die barrière heeft overwonnen door zijn verpakking te verbeteren en een hoge kwaliteit te handhaven om zijn markt uit te breiden. delen.
Hoewel Baron Foods zijn best doet om ervoor te zorgen dat het bedrijf succes oogst in Cuba, zoals het dat ook heeft gedaan op lokaal niveau en in Grenada, Dominica en Trinidad en Tobago, is het van mening dat regionale regeringen meer kunnen doen om exporteurs te helpen toegang te krijgen tot de Cubaanse markt.
De regeringen kunnen blijven samenwerken met de regering van Cuba om protocolregelingen voor productiebedrijven in de regio vast te stellen, aldus Ramjattan.
Van haar kant zegt Jimenez dat zij wil dat er een handelsovereenkomst tussen de Dominicaanse Republiek en Cuba wordt ondertekend.
Dit artikel is geschreven door Dwayne Parris en verscheen voor het eerst in de publicatie Caribbean Export Outlook 2nd Edition
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.â€
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.â€
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.â€
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.â€
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.â€
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.â€
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.
