Primed for Success Volume 3

Primed for Success Celebrating Caribbean Entrepreneurship Volume 3

Our Vision

To be internationally recognised as the leading driver for Caribbean Private Sector Development.

Our Mission To enhance the competitiveness and value of Caribbean brands through the delivery of transformative and targeted interventions in Export Development and Investment Promotion.

2 Our Vision & Our Mission 4 Who We Are 5 Caribbean Export Profile 6 Overview of Caribbean Export Initiatives 7 Chairperson’s Message 8 Foreword 9 EU Delegation’s Message AGRO-PROCESSING 10 Handcrafting A Local Specialty 14 Brewing A Global Brand 18 The Sweet Taste Of Success 22 Homegrown Fiery Sensation 26 A Local Brand Bearing Fruit 30 Cultivating A Caribbean Specialty 34 Pioneer In The Export Market 38 A Fresh Approach to Business CREATIVE INDUSTRIES 42 Fashioning A Dream Into Reality 46 Telling A Cultural Story 50 Styling Out A Niche 54 A Local Vocal With International Appeal

Contents

HEALTH & WELLNESS 58 Making The Natural Choice

INFORMATION & COMMUNICATION TECHNOLOGY 62 IT Solutions For A Regional Revolution 66 Building Success In The Tech Age MANUFACTURING 70 Paper Making Towards The Future 74 A Spirited Brand With An Export Focus 78 Small Enterprise, Big Impact

PROFESSIONAL SERVICES 82 Re-Engineering Growth And Success

TOURISM 86 Diversifying Destination Management

90 Caribbean Export Statistical Highlights 93 Caribbean Export Key Contacts

The Caribbean Export Development Agency (Caribbean Export) is the regional export development and trade and investment promotion organisation of the Forum of Caribbean States (CARIFORUM). Who We Are

Head Office: 1st Floor Baobab Tower Warrens St. Michael, BARBADOS

Sub Regional Office: Av. Pedro Henríquez Ureña No. 150, Torre Diandy XIX, Piso 7, Santo Domingo, DOMINICAN REPUBLIC

The CARIFORUM States are:

Antigua and Barbuda The Bahamas Barbados Belize Dominica Dominican Republic Grenada Guyana Haiti Jamaica Saint Lucia St. Kitts and Nevis St. Vincent and the Grenadines Suriname Trinidad and Tobago

Tel: 1-246-436-0578 Fax: 1-246-436-9999 Email: info@carib-export.com

Tel: 1-809-531-2259 Fax: 1-809-473-7532 Email: c.export@cotedel.net.do

Website: www.carib-export.com Facebook: www.facebook.com/Caribbean.Export Twitter : www.twitter/CaribXport YouTube: www.youtube.com/TheCaribbeanExport

www.carib-export.com

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Caribbean Export Profile

Headquartered in Barbados with a Sub-Regional Office in the Dominican Republic, the Caribbean Export Development Agency (Caribbean Export) is the only regional trade and investment promotion Agency in the African, Caribbean and Pacific (ACP) group. Caribbean Export was established in 1996 as the trade and promotion agency for 15 Member Countries. The Agency works closely with the CARIFORUM Directorate, relevant government ministries across the Caribbean, as well as with other public-private sector agencies that have responsibilities to develop and promote business, trade and investment. Our priority sectors are agro-processing, creative industries, financial services, health and wellness, information and communication technology, manufacturing, professional services, renewable energy, and specialised tourism. Through its four-pillar approach of competitiveness and innovation, trade and export development, investment promotion and institutional capacity building, Caribbean Export not only supports regional development, but also facilitates the creation of a conducive commercial environment for regional businesses and enterprises in the competitive global economy. Our efforts in these areas extend outside of CARIFORUM, reaching out to those countries that make up the French Caribbean Outermost Regions (FCORs), as well as those that comprise the English and Dutch Overseas Countries and Territories (OCTs). Our Board of Directors is appointed by the CARIFORUM states and is accountable to the CARIFORUM Council of Ministers. Our operations are financed through annual contributions from Member States, donor funds and revenue generated through our services.

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The Caribbean Export Development Agency (Caribbean Export) is a regional export development, trade and investment promotion organisation of the Forum of Caribbean States (CARIFORUM) currently executing the Regional Private Sector Programme (RPSDP) funded by the European Union under the 10th European Development Fund (EDF). Caribbean Export’s mission to increase the competitiveness of the Caribbean countries by providing export development and investment promotion services through effective programme execution and strategic partnerships. Over the last four years, Caribbean Export carried out numerous work programme activities specifically designed to enhance the competitiveness of firms from CARIFORUM countries through investment, management and product development, market expansion and export diversification. Additionally we have strengthened the institutional capacity of public and private sector Business Support Organisations (BSOs) particularly sector associations, trade promotions agencies and investment promotions agencies through some of these activities. Some of our key initiatives include the facilitation of the Direct Assistance Grants Scheme (DAGS), Grant Proposal Writing and ProNet Training. Our beneficiaries have participated in international missions to Europe in the form of Study Tours to Paris, Berlin and London, Break Point and London Engage where Soul Fusion and Caribbean Essence were staged. In addition, firms have been supported to attended trade shows such as the Trade and Investment Convention (TIC), Dominicana Moda, Design Caribbean, The Gallery at Berlin Fashion Week, WOMEX and ANUGA. With each mission, tradeshow or event Caribbean Export aims to optimise the export potential regional entrepeneurs as well as highlight the investment potential of the Caribbean as we seek to take Caribbean Excellence to the world! Overview of Caribbean Export Initiatives

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Chairman’s Message

As the Chairman of the Board of the Caribbean Export Development Agency (Caribbean Export), I would like to thank the European Union (EU) for providing the 10th European Development Fund (EDF) enabling Caribbean Export to execute the Regional Private Sector Development Programme (RPSDP). Caribbean Export recognises the challenges faced by private sector firms in the CARIFORUM region, as it relates to growth in the current world economy, and as a result the Agency aims to design and facilitate training, certification, funding and networking opportunities, which have served to better prepare our regional beneficiaries to export their products or services. More-over, the Agency understands that this suite of services is essential for sustainable growth and consequently achieving the goal of exporting brands on an international level. The measures are intended to increase productivity and exposure regionally and internationally, while enabling participating companies to access new markets and achieve quality standard certifications. The Management and Staff of Caribbean Export continue to work tirelessly to effectively implement a range of work programme activities, with the aim of enhancing the capacity of CARIFORUM private sector firms involved in Agro-processing, Creative Industries, Health and Wellness, Information and Communication Technology, Manufacturing, Professional Services, Renewable Energy, and Tourism. Additionally, the Agency continually inspires and challenges leaders in the private sector to find innovative ways to better alignment of business and societal strategies. This past year, Caribbean Export has supported a variety of regional firms, as they sought to harness the opportunities that abound in regional and international export. In addition, we have stived to increase their awareness of the Economic Partnership Agreement (EPA) between the EU and CARIFORUM, which provides technical assistance and access to 27 European markets, amongst other provisions. On behalf of the Board Members I wish to express our sincere gratitude to the EU, CARIFORUM Directorate, CARICOM Secretariat, regional business support organisations, and other relevant stakeholders who have partnered with Caribbean Export to increase the export potential and capabilities of regional companies. It is with great pleasure that we present the third edition of Primed for Success, and may it prove to be an inspirational and enjoyable read.

Christopher Lewis Chairman of the Board The Caribbean Export Development Agency

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Foreword

Caribbean Export is the only regional trade and investment promotion agency in the African, Caribbean and Pacific (ACP) group, and as such we shoulder the responsibility of fulfilling our mission to provide export development and investment promotion assistance to support companies in the region, thereby increasing the competitiveness of the region internationally. We believe that through the facilitation of innovation and the creation of world-class brands that compete globally, the Caribbean will realize the true value of its export potential. Under the European Union’s (EU) 10th European Development Fund (EDF) Regional Private Sector Development Programme (RPSDP) we have been privileged to undertake a number of initiatives within the Forum of Caribbean States (CARIFORUM), which have contributed to the success of regional businesses and allowed them to achieve an international audience. Among these initiatives is the flagship funding programme, the Direct Assistance Grant Scheme (DAGS). This facility has allowed many regional companies across a wide variety of sectors, from agro-processing to tourism, to export their products and services to external markets. The Agency has also delivered training and certification programmes, facilitated the participation of firms in regional and international trade missions, and provided the opportunity for increased networking with potential clients and partners through a gamut of programme-based activities. In order to achieve our goals, we continue to work diligently to ensure the delivery of these programme activities that serve to help businesses and entrepreneurs overcome the recognised constraints of the current global economic climate. Our team of technical advisors and consultants operate across a number of industries providing advice, technical assistance and financial support to businesses, Governments and Business Support Organisations. This year, Caribbean Export celebrates the achievements of some of our beneficiaries in this the third edition of Primed for Success. We introduce this dynamic range of companies, from a variety of sectors that have benefitted from the opportunities offered by the Agency as evidence that the region has great potential to increase exports to external markets, in both the regional and international spheres. It is our hope that we are able to reach out to even more companies in the upcoming years, and in so doing, achieve growth in the regional economy. We hope you enjoy this issue of Primed for Success and the stories inspire you to follow others in creating internationally recognised and quality Caribbean brands.

Pamela Coke Hamilton Executive Director The Caribbean Export Development Agency

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EU Delegation’s Message

The European Union is pleased, as always, to collaborate with the Caribbean Export Development Agency. Over the last 18 years, the European Union has worked alongside Caribbean Export in facilitating the growth and development of the Caribbean region’s private sector. This is translated into the enhancement of the export and investment capacity of private sector firms throughout the 15 CARIFORUM countries. Since 2011, under the 10th European Development Fund, we have invested €28.3 million into a Regional Private Sector Development Programme through the Caribbean Export. This assistance is focused on the implementation of the Economic Partnership Agreement (EPA) - a priority area for the EU. As outlined in the Joint EU-Caribbean Partnership Strategy, it also meets the objective for the development of enterprise through private sector investments particularly in the services sectors and agro-business and manufacturing. To this end, Caribbean Export has been working successfully with a number of sectors such as Agro- processing, Alternative Energy, Creative Industries, Financial Services, Health & Wellness, Manufacturing, Professional Services, Specialized Tourism, Specialty Foods, and Sports Tourism. In working to enhance competitiveness and promote innovation among private sector firms in the Region, Caribbean Export has completed or initiated activities focused on the development of a regional investment promotion strategy, training and capacity building for investment promotion agencies (IPAs) and participation in investment missions and meetings. Specifically, the Regional Investment Promotion Strategy (RIPS) and Implementation Plan, which Caribbean Export and CAIPA has developed seeks to position the Caribbean as an ideal location for investment. This regional approach to investment promotion is aimed at attracting foreign direct investment (FDI) with the intended impacts of increased visibility and greater investor attention to the region, as it represents a larger market. It is also envisaged that such an approach would encourage regional production hubs and regional production networks. Data shows that at the end of 2013, 123 IPA representatives participated in FDI-related events resulting in over 14 solid leads. Eleven IPAs also effected significant changes in their investment facilitation systems with assistance for the completion of action plans. It is tangible results such as these, many more of which will be highlighted in this edition, which re-enforces theCaribbean as a viable and vibrant region for iternational trade and investment. The EU remains committed to continue its cooperation with Caribbean Export as the only regional organization specializing in Export Development and Promotion. We congratulate the successful beneficiaries highlighted in this edition and hope that they will inspire other private sector entities across the region! Thank you. His Excellency Ambassador Mikael Barfod Head of Delegation Delegation of the European Union to Barbados and the Eastern Caribbean

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What you need with any product is a presentation that tells a tale and captivates the buyers, while building brand loyalty.

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Handcrafting A Local Specialty

The global beer industry is estimated to be worth US$250 billion, and this figure is expected to double by 2018. In Barbados, nearly two million cases of the lager are consumed annually. Simply put, beer is big business and one local brewery intends on cashing in on this prospect.

What began as an idea in 2009, eventually became Barbados’ first oak-aged and hand-crafted beer brand some three years later. “During the Speightstown ‘Jazz on The Beach’ Festival, whilst liming on the beach with the musicians, I had a thought about combining the rum heritage of Barbados with refreshing lager beer to produce a truly unique taste,” shared Chief Executive Officer Glyn Partridge. Taking its name from the 11 parishes of Barbados, 10 of which are named after Saints, the 10 Saints Brewery Limited was born. Besides the name, the distinctiveness of the 10 Saints beer is what makes it a truly appealing lager. “I wanted to build on the brand loyalty that already existed here for rum. The idea was to somehow work with the 300-year rum heritage, for which the Caribbean is known, and piggy back on that with a beer.” To achieve this, Glyn worked with a Professor of Brewing at the Heriot-Watt University in Edinburgh, Ian Herok, to create what he describes as a very subtle, genuine, and authentic product of aging beer in oak rum barrels. “After some time, we realised that we could really get the right taste, and of all the spirits, flavours and concoctions out there, rum really works well with beer.” The production of 10 Saints is a slow, complex and delicate one. The barrels used in the process were originally used to age bourbon in Kentucky, before being shipped to Barbados for ageing rum. With the gradual infusion of essences from the wood and beer, the result is a deep flavour and unique character that is synonymous with a hand-crafted brew. Even though the concept and development of 10 Saints was Glyn’s brainchild, he rallied the personnel he saw necessary to take the project from idea to invention.

“In addition to the Master Brewer from Heriot-Watt, I also collaborated with a number of local businesses. After all, this is what entrepreneurship is about, leveraging something very small into something bigger.” The music and drinks impresario also thinks it is important for entrepreneurs to think about their brand and the story behind it. “What you need with every product is a presentation that tells a tale and captivates the buyers, while building brand loyalty.” For 10 Saints, their customer base includes visitors to the island and a few locals who have the experience of traveling to various markets and experiencing different beer styles. “I think what we have started is a movement towards hand-crafted beer. I call it a movement because it is quite big overseas, which makes tourists the low- hanging fruit for our product, but it is beginning to grow in Barbados, especially among the young population.” Glyn does not believe that 10 Saints has many major competitors, because of the category the product is in. “I think we are the only brewery in the Caribbean that successfully sells at a super-premium price. No one else in the market fits our niche and that is what makes us attractive.” In terms of exporting, 10 Saints can be found in Antigua and Barbuda, Grenada, St. Vincent and the Grenadines, Canada, Germany, Italy, France, Poland and the United Kingdom. “We’ve been exporting for just over a year, but we are hoping to expand to even more Caribbean markets. We also recently launched in Canada, but we’re yet to break into the US which is a potentially huge market, but we cannot go there without financial support.”

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For start-ups, Glyn sees access to capital as a major challenge citing that financial support not only helps to market the product, but also with infrastructural upgrades. “Other challenges that a start-up faces can include anything from a failed relationship, to a failed business plan. But it’s important to keep trying until you succeed, nothing worth having comes without hard work.” Glyn believes that much of his success comes from a perfect combination of hard work and leveraging the right relationships. One of those is with the Caribbean Export Development Agency. In 2013, his company was one of 11 firms selected to showcase as a part of the Caribbean Kitchen pavilion during the ANUGA Food Show. ANUGA is the world’s leading food fair for retail trade and the food service and catering market, impressively attracting over 150 thousand trade visitors from 185 countries. “The event was very well organised and gave us an opportunity to make significant business contacts. I also enjoyed learning from the experience of other regional agro-processors as they shared their challenges and benefits when it came to working in the CARICOM environment.” Participation in ANUGA led to five orders for 10 Saints from Germany, Italy, Spain, Russia and Brazil, with the possibility of additional contracts being negotiated. “The relationships established at ANUGA have been the most valuable part of the experience because of the contacts made, advice received, and the new doors that are constantly opening.” In 2014, Caribbean Export also showcased the micro- brewery in a mini-film series entitled ‘Exporting Success’. “I am no Brad Pitt, but the visibility that this video has given us is incredible. In fact, we send it overseas in response to enquiries from potential customers. This is something that we would not have been able to do on our own and I very grateful to Caribbean Export for providing us with this and other tools to help our business grow.” On the export side, Glyn believes the biggest challenges firms face is actually breaking into the markets and meeting the cost associated with exporting samples in order to gain a share in the market. “Sending a half dozen beers to a client could range between US$500-$1000. Many customers also want to meet before they consider placing an order, so even travel can be costly. This is why attending ANUGA and other trade shows is such a tremendous opportunity for businesses looking to export.”

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10 Saints’ relationship with Caribbean Export was a pleasant surprise for Glyn, but he sees them as a support system that all export-driven businesses should seek to engage. “I don’t quite know what happened, but our affiliation blossomed into something fantastic in a short time. Since ANUGA, I have been able to gain additional information on exporting, regional contacts and increased knowledge on what is required for market access. Caribbean Export has essentially become a one-stop shop for our business.” Going forward, the perceptive businessman plans to take advantage of other initiatives like trade shows and expos so that he has a wide reaching platform to showcase and market his product. He also intends on making 10 Saints the leading specialty beer within and outside the Caribbean.

Contact: Glyn Partridge Chief Executive Officer

10 Saints Brewery Limited Almarine House, Speightstown, St. Peter, BARBADOS Web: www.10saints.com Email: glyn@10saints.com Tel: 246-261-5874

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Whether it is HACCP or another food safety certification, the world demands evidence of food safety, and with certification you are almost guaranteed to meet the requirements for entering export markets.

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Brewing A Global Brand The Caribbean has a long and rich history of coffee production, particularly on islands with cool climates and high mountainous regions. Even- though they are outpaced in modern times by vast coffee plantations in South America, Caribbean countries have unique soils and growing conditions that contribute to some of the most popular coffee varieties sold in the global market. One of those highly sought-after selections is the Jamaica Blue Mountain Coffee. Known for superior taste, medium body and low acidity, the Jamaica Blue Mountain Coffee has grown to become a significant contributor to the local economy, especially small farming communities and coffee distributors, as is the case for Country Traders Limited. Established in 1992, Country Traders set out to be the roasters, packers and distributors of the world’s finest coffee. Managing Director, Mark Fletcher, started out as a supplier for other brands, before deciding to distribute his own. Since then, the husband and father of two has amassed more than 30 years experience in the coffee business, and his love for the job and the product he sells is what keeps him going. “After leaving school, I began distributing sauces, and other condiments in the hotel industry and tourist trade,” Mark shared. “It was there that I started distributing a brand of coffee and saw the potential for it as business.” Today the company has 15 persons employed across several areas of production. The 100% Jamaica Blue Mountain Coffee accounts for half of Country Traders’ business value, but they also produce another blue mountain blend and an authentic Jamaica blend, which is a combination of low mountain coffee and imported blends for distribution. On the local end, the company’s clients include all major supermarkets, gift shops, and some hotels and restaurants. In the export market, Country Traders mainly supplies small distributors and wholesalers, as well as retail through the company’s website. These include the United States, United Kingdom, Germany, Canada, and China.

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“China is our newest and fastest growing market. The middle class Chinese customers are known for their top quality products whether it’s cars, clothing, or coffee, and the Blue Mountain Coffee brand is one of those quality products. There are also quite a bit of Chinese living in Jamaica, and they have been instrumental in introducing the product over there, which has resulted in steady growth.” Currently 20% of the company’s clients exist in the export market. Their export strategy is focused on partnering with small and specialised distributors. “With high-end coffee, freshness is the key, in fact the fresher, the better. These small distributors are more direct, and the product can get to the customer quicker.” Mark admits that the company has come a long way in terms of its growth and profitability. He believes however that much of their success comes from finding their niche early. “When we first started, finance was a major challenge. The business had to be built from profits because at that time, and even now, interest rates in Jamaica were extremely high. But we realized the value of customer relations, it wasn’t really so much the brand that was driving our success, but more so the extremely strong relationship developed with the customers”. Another formidable relationship that the company has developed is with the Caribbean Export Development Agency. In 2012, Country Traders successfully applied for a Direct Assistance Grant to prepare their facility for Hazard Analysis and Critical Control Points (HACCP) certification. ‘We used the grant to make all the necessary structural changes and food safety requirements we needed in order to gain certification and now we are certified.” The company also participated in the ANUGA, the world’s largest food and beverage trade fair, in 2013. “ANUGA was an opportunity to showcase our products to thousands of buyers from hundreds of countries all over the world. As a part of the Caribbean Kitchen pavilion, we also established valuable contacts with other regional exhibitors.” Mark credits the Agency as having played a central, albeit indirect, role in the company’s success. “Without Caribbean Export, we wouldn’t have even attempted the HACCP certification, because the cost

of the process would have been a challenge for us. We also believe that the Agency contributed to our overall export growth due to the certification we received, lead- ing us to be more streamlined and efficient in our overall production.” In the long-term, the coffee connoisseur wants to see the company increase its export sales, and in the coming months, Mark plans to expand to become more vertically integrated. “We would love to have our sales be 80% export and 20% local, while keeping the same amount of local business, but growing the exports beyond what they are currently. As it relates to our upcoming plans, we currently source our raw material from other coffee processors. We buy it fully processed and then just roast and package it. Now we want to start sourcing our own beans directly from farm- ers, so we have better control over the quality and consist- ency of the product.”

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As a company whose brand is built on customer service, Country Traders is bound to see continued growth in spite of the economic conditions. Mark also believes that their success has a lot to do with the early identification of what works best for them as a company. “To be successful, you have to identify something that you are better at or have access to that would put you in a position to be ahead of your competitors. This can be a family recipe, a strong customer base, or experience and knowledge, anything that can give you an edge over the competition.” In his advice to other regional companies seeking to export, Mark shared that hard work, dedication and providing quality service should be the hallmark of your business acumen. He also stressed the importance of gaining internationally recognized certifications. “Whether it is HACCP or another food safety certification, the world demands evidence of food safety and with certification you are almost certainly guaranteed to meet the requirements for entering export markets.”

Mark further shared that firms should take full advantage of the training and capacity-building programmes and intiatives that Caribbean Export has to offer, especially those focused on export- readiness and market access. He cited that ANUGA was just one example of the many opportunities that the Agency has to offer as they seek to develop the regional private sector.

Contact: Mark Fletcher Managing Director Country Traders Limited Unit #3, 69-75 Constant Spring Road Kingston 10, JAMAICA W.I.

Web: www.countrytraders.com Email: mark@countrytraders.com Tel: 876-941-3759/60

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In order to export you have to set high standards, don’t be satisfied with mediocrity and make sure they meet international requirements.

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The Sweet Taste Of Success

For first-time entrepreneurs in the agro-processing industry, opening a bakery is usually a popular choice because of the comparatively low start-up costs. But establishing a bakery requires a careful mix of skills. You need to have some expertise in the area, and be an astute business- person, as success will require not only the skills to create attractive products, but also the ability to run and grow the business with profit in mind. These are some of the characteristics that can be found in Michelle and Herbert Chong, the owners of Honey Bun (1982) Ltd.

The Chongs bought Honey Bun from its then owners in 1982. What started out as a small retail bakery has since grown into a local staple and one of Jamaica’s leading manufacturers employing over 250 persons. In the local market, Honey Bun is mostly known for its snack and single serving products. These include doughnuts, cupcakes, cinnamon roles and raisin breads. For the export market, the company also produces some small bread such as the spice bun (also known as Easter bun) and the Buccaneer brand rum cake. “We recently started to export our newest product, the Goldie Bun,” Michelle shared. “The name was conceptualised in 2012 after Jamaica won all those gold medals at the London Summer Olympics.” Michelle believes that due to their success, many other entrepreneurs decided to establish bakeries in the local market. She welcomes the competition, because it pushes her company to constantly strive for excellence. In the export market, however, the competition is a lot less. “There are certain standards needed for export, which rules out some of the smaller bakeries, in addition to the fact that a higher quantity is required and some bakeries may not be able to commit to meeting that volume.” The mother of four doesn’t think she and her husband had a definite passion for baking when she decided to open a bakery, but she knew there was an opportunity in doing so. “We moved from something we knew, pizza, and went into baking, because it was doing the best at that time. We were led by the experience that we had and moved into the where the opportunities lied.”

However, transitioning from a small retail business to a large wholesale brand proved to be a testing time for the company. “A challenge during start up was the devaluation and instability of the Jamaican dollar. It affects all your costs and makes it difficult for you to plan, because you are not sure what will happen in terms of price. We also had limited spending power from the market.” Michelle also admitted that running a bakery in itself came with its own unique trials. “The baking industry is a machine with hundreds of moving parts. You have to think about food safety, factory safety, baking times, baking temperatures, humidity, staff training, fleet management, financing, collection and credit, equipment maintenance and servicing, and the list can go on. Keeping abreast off all the intricacies in itself is a task, but with the right team and determination success is imminent.” After success in the local market, Michelle had her sights set on exporting. A part of her strategy involved approaching the Jamaica Promotions Corporation (JAMPRO) for support. “JAMPRO helped us with improving our packaging, they also facilitated our participation in a number of trade shows, which in essence helped us to find our niche in the export market. We started out in gift shops with rum cakes, but later discovered that it was better to cater to the masses, particularly Jamaicans in the bigger cities like the UK and parts of the US.” Today, Honey Bun exports to the US, UK, Canada and the Caribbean. For Michelle, entering these markets started with first identifying a distributor.

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Once this was achieved, the focus was on producing a product that would be comparable to none when it came to packaging, branding and taste. It was also through JAMPRO that Honey Bun first engaged with the Caribbean Export Development Agency. “We first engaged with Caribbean Export in 1996. We received a lot of support for packing and design, and they also took us to the US to participate in the Fancy Food show. Since then, we have also received support and funding for market assistance and business-to- business meetings. The Agency also helped us with the implementation of food safety requirements and our overall capacity building.” In 2013, Honey Bun was also selected by the Agency to participate in ANUGA, the world´s leading food fair for the retail trade and the food service, and catering market. “This was actually the second time that the Agency had invited us to showcase in ANUGA, the first time was back in 1998 and the experience was the same as then. We were given a prime opportunity to network with overseas buyers and distributors.” Michelle believes that the value of Caribbean Export goes beyond the monetary support they provide. “For us, the technical support we receive is the most valuable aspect of our relationship. We have also learned so much from the Agency, whether it was being able to now plan and conceptualize a project proposal, re- examine how we approach business or enhance our capacity for export. Caribbean Export has exposed us to a new cultural experience that we can use in every aspect of our business.” The insightful businesswoman credits Caribbean Export as having been instrumental in the growth that Honey Bun has derived over the years. “In 2002 the interest rate in Jamaica was as high as 25%, and borrowing at the rate was not feasible for our business so accessing financing from Caribbean Export was tremendous as we were able to purchase machinery that led to increased revenue and eventually success.” The biggest business wish for the mother of four is to see Honey Bun become a first class company that can be passed on to the upcoming generations. But first, she wants to continuously improve the company’s business systems so as to boost exports. “In order to export you have to set high standards, don’t be satisfied with mediocrity and make sure they meet all the international requirements.”

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For Michelle, small success comes from the personal enjoyment of what they do. It motivates her to keep improving, which in turn translates to big achievements for her company. With a reciplike this, Honey Bun is certain to remain viable in the local and export market.

Contact: Michelle Chong Chief Executive Officer Honey Bun (1982) Limited

26 Retirement Crescent Kingston 5, JAMAICA WI Web: www.honeybunja.com Email: michellechong@honey-bun.com Tel: 876-960-9851/2

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The combination of training and trade shows can boost business development for regional firms, which in turn leads to greater export opportunities.

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Homegrown Fiery Sensation

Caribbean islands are known for having a harmless but heated rivalry over the production of hot sauce. The diverse condiment, often called pepper sauce, can range from a chutney-like mash to a smooth, liquid fire, depending on each island’s tastes and traditions. In Belize, Marie Sharp is synonymous with the fiery sauce, and with over 30 years in business, she is considered a homegrown sensation.

Before starting her company, Marie worked as an executive within the financial sector. In her spare time, she grew and sold peppers from her farm to a local distributor. However, what started as a hobby, quickly blossomed into something more. “This company really happened by chance”, shared Marie. “I was supplying more than the buyer needed, so I decided to start making a pepper mash with the surplus.” By 1981 Marie’s home creations had become so popular that she decided to turn the operation into an enterprise, and with the help of family and friends Marie Sharp’s Fine Foods Limited was established. The company now employs 25 people and manufactures an assortment of habanero pepper sauces, tropical jams and jellies, seasoning, and fruit squashes for the local and international markets. Marie Sharp’s major customers are in Japan and the United States. The company also exports to China, Taiwan, South Korea, Germany, India, Australia, the United Kingdom, and South America. Marie believes the reason for her export success lies in the secret of the sauce itself. “I never really created an export strategy for my company, most of my clients are customers who came to Belize as tourists and tasted my products. If they liked it, they would take back a few samples with them and from there the orders would start coming in.” Even though the family-owned business has tasted immense success over the years, Marie recounts that in the beginning it was difficult to maintain her venture. “Financing was a major challenge as the interest rates in Belize were very high, some times as much as 16%.

Another factor was the fact that I was not prepared to go into business for myself. For nearly two decades, I was the chief, cook and bottle washer, so there was a tremendous strain.” Despite these challenges, the sharp businesswoman used every available opportunity to receive training and certification in areas that would help enhance the capacity of her company. “I had the opportunity to attend training in Good Manufacturing Practices, export marketing, intellectual property rights and proposal writing to name a few.” Some of the training received was delivered or supported by the Caribbean Export Development Agency. Marie declared that she has had a long history of working with the Agency, but in recent times she has actively sought a more engaging relationship. In 2013, Marie Sharp’s was one of 11 regional agro- processing firms selected to showcase as a part of the Caribbean Kitchen contingent to ANUGA. Held in Cologne, Germany the trade show brought together some of the world’s best in food and beverage to exhibit, with the aim of securing first-rate contracts and business deals. During the event, Marie won a Taste 13 award for her fresh fruit Habanero Sauce. “ANUGA is the world’s largest food show, and it was very busy. I think our product was picked for its distinctiveness because it is fruit flavored habanera. The products were also showcased at the entrance of the show grounds, so some buyers went there first to see what unique products were listed and then they came around to taste and try.” A number of patrons showed interest in her sauce, which resulted in orders being placed and completed for a buyer from Kuwait and Canada. Marie Sharp’s is also in negotiations with clients in Dubai and Ireland.

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“We also sent some samples to a prospective buyer in the United States, and participation in the event has increased our sales in Germany. If we can land these companies, it’s more money for us, our workers, and for the people we are supplying. So actually the whole country benefits from our success”. Marie believes that the combination of tradeshows and training can boost business development for regional enterprises, and she thinks that more firms should aggressively pursue these and other opportunities made available by Caribbean Export. “If firms are looking to maximize their export potential, these are the avenues they should seek. I have benefited from training, so has my son and other staff members, so the possibilities are endless.” She also advised entrepreneurs to secure their intellectual property and trademarks. “I cannot over stress the importance of this aspect of business, I lost the name of my company to my first customer in the US because I was not aware of these legal requirements, so all businesspersons should ensure they don’t make the same mistake.” Future plans for the company include raising product visibility when they gain access to a new market. However, in the coming months Marie intends to expand the company’s current production capacity and increase output. Marie believes success can be achieved with a balance of hard work and consistency. “Be consistent in your product, your presentation, and your business relationships. Your reputation is as important as your brand, so make sure you deliver the same quality product and service every time.” Marie takes great pride in producing sauces of the highest quality and marketing them under the slogan “Proud Products of Belize”, one that she has lived up to unfailingly.

Contact: Marie Sharp Managing Director Marie Sharp’s Fine Foods Limited #3 Pier Rd. Dangriga, BELIZE, Central America Web: www.mariesharps-bz.com Email: fierylady70@yahoo.com Tel: 501-610-3221

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In the international market, finding a distributor that wants to work with a new brand can be difficult. But if you continue to manufacture products to the highest quality and standard that will translate to customer loyalty.

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A Local Brand Bearing Fruit

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.

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During 2014, the relationship between Caribbean Export and Procesadora Vizcaya continued to strengthen with the firm’s participation in Expo Jamaica, the CARIFORUM- FCOR/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 Viz- caya as a world-class brand.

Contact: Miguel González Gerente General Manager Procesadora Vizcaya Hatillo No.364, Manoguayabo, DOMINICAN REPUBLIC

Web: www.vizcaya.com.do Email: miguel@vizcaya.do Tel: 809-560-9087

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