PrimedforSuccess Celebrating Caribbean Entrepreneurship Volume 3
OurVision To be internationally recognised as the leading driver for Caribbean Private Sector Development.
OurMission To enhance the competitiveness and value of Caribbean brands through the delivery of transformative and targeted interventions in Export Development and Investment Promotion.
Contents
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 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
WhoWeAre 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).
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
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Head Office: 1st Floor Baobab Tower Warrens St. Michael, BARBADOS Tel: 1-246-436-0578 Fax: 1-246-436-9999 Email: info@carib-export.com
Sub Regional Office: Av. Pedro Henríquez Ureña No. 150, Torre Diandy XIX, Piso 7, Santo Domingo, DOMINICAN REPUBLIC 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
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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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Overview of Caribbean Export Initiatives 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!
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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 Agroprocessing, 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.
“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 lowhanging 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.
“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.”
“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.”
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 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.
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“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 microbrewery 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.
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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. Eventhough 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
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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, leading 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 farmers, so we have better control over the quality and consistency 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.”
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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 exportreadiness 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 businessperson, 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.” Primed for Success / Vol. 3 / 2014-2015
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. www.carib-export.com
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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-tobusiness 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, reexamine 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%.
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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 agroprocessing 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.” Primed for Success / Vol. 3 / 2014-2015
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. www.carib-export.com
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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 CARIFORUMFCOR/OCT Business Forum in the Cayman Islands, a technical visit to France and Belgium, and the award of a grant under the Direct Assistance Grant Scheme and the Special Call for Food Safety Proposals. Miguel believes that Caribbean Export has contributed to his company’s success in three ways. He credits them with affording Procesadora Vizcaya tangible opportunities that would have been hard to achieve without such steadfast support. “The Agency has given us continued exposure at business meetings and tradeshows where we have been able to forge partnerships with firms and buyers in Europe and the Caribbean. We were also fortunate to receive financial assistance to improve our operations and modernize our lab with the aim of improving our efficiency and output capacity.” In the medium to long-term Procesadora Vizcaya intends to expand globally, and be recognised as a major supplier of tropical fruit products. Over the next six months, the company hopes to enter the market in Jamaica, Barbados, and Guadeloupe. Miguel thinks that other regional firms can successfully break into international markets if they maintain the highest possible quality and standards, and remain authentic to the Caribbean brand. “At Procesadora Vizcaya we have gained Hazard Analysis and Critical Control Points (HACCP) and European Quality Assurance (EQA) certification because of the value they add to our products and the process by which they are created. We’ve also seen that the Caribbean produces excellent products, which are innately unique to us as a people. I think it is important to remember this and use it to our advantage on the global stage.” Miguel’s dedication and belief in delivery unwavering quality provides the right foundation to not only nourish his family’s business, but also position Procesadora Vizcaya as a world-class brand.
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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We were able to find a niche in the market because there was a growing need for pure chocolate and high quality cacao butter...this gave us an incredible advantage
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Cultivating A Caribbean Specialty The production of cacao is globally concentrated in the regions between 10 degrees north and 10 degrees south of the equator, namely Central and South America, West Africa and the Caribbean. The Caribbean is held in high regard as a cacao-producing region because it yields a fine, aromatic bean. In fact, fine flavoured cacao accounts for only 5% of the world production and is concentrated in a few countries, one of which is Suriname. It is the soil that determines the quality of the cacao bean and Suriname is perfectly positioned to generate nutrient rich soil for the native cacao tree to thrive from. The method of making Surinamese cacao, called skrati in Surinamese Creole language, has been used for centuries to produce cacao based products. However, the skrati was losing interest among many of the natives when a young artist traveled to Suriname to complete a project and fell in love with the exotic plant and its qualities in 2005. Five years later, she set out to revive the tradition and with that Tan Bun Skrati was established. As a smallscale cacao enterprise, Tan Bun Skrati is a grower and processor of artisan cacao products such as tea, butter, chocolate bars, cupcakes, truffles and bonbons filled with the finest Surinamese fruit. “The company really started as an art project, but I was so intrigued by the Surinamese cacao that I decided to explore the properties of the bean some more,” recalled Ellen Lem Ligteringen , Managing Director. “This is what motivated me to actually start to produce chocolate from the cacao.” In the beginning there were a few challenges for the company as there were not many cacao trees available and the machines to process the bean were also inadequate. But as a sculptor, Ellen was able to make her own machines and with that the business started to develop. Together with her husband Rutger, Ellen started creating delicately handcrafted and healthy cacao products from the kitchen of their home. There, the dynamic duo used the ancient pre-Columbian processing method that originated in the rainforests of South America and the Caribbean to produce savoury delicacies.
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“Tan Bun Skrati unravels the narrative and processing method of the ancient way of making Surinamese cacao. With the cacao products we elicit a discussion about what is common, what is known and unknown, what is Surinamese and what is not. This brings particular experiences and stories about Surinamese cacao into the public space, where they meet and transform into a new narrative, which will give new meaning to the place we live in.” The company sells to the local market through direct orders, and small novelty shops. The cacao products are also distributed in the Netherlands via a small distributor, in addition to specialty retail shops in Amsterdam. “We targeted these shops because we want to reach a certain customer, given the quality and price of our products. We also attended a fine chocolate seminar in Amsterdam and made several contacts with retailers so that is how we successfully penetrated that market.” Ellen admits that it was difficult when they first started to export as the demand for their product outweighed their supply. “We were able to find a niche in the market because there was a growing need for pure chocolate and high quality cacao butter, customers also wanted to know where the product came from and how it was created, so this gave us an incredible advantage.” The husband and wife team have plans to expand their exports to other Caribbean islands, and believe that they have taken a step in the right direction by engaging the Caribbean Export Development Agency.
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Tan Bun Skrati’s first interaction with the Agency came in 2013 when they participated in the Brand Development and Packaging workshop. The initiative was developed in partnership with internationally recognized Brand42, and sought to provide regional firms with a better understanding of the roles that branding and packaging play in developing a successful enterprise, as well as introduce participants to various concepts and tools, that will aid in improving their company’s image and appeal for their products. “The training helped us to think more about our brand and how we present our products to customers. Following the workshop we also received a grant from Caribbean Export to improve our packaging design and branding elements. We also get to work with Brand42 as we develop this aspect of our business.” Rutger credits Caribbean Export as having better equipped Tan Bun Skrati to enter new markets, adding that the company’s business profile and brand is now more visible. “We are seeing greater revenue and our company has significantly grown following the assistance we have received from the Agency. We also have a better understanding of intellectual property and the steps we need to take to protect our brand and product.” It’s Ellen’s dream to see the cacao industry become more recognised in the Caribbean food industry, not only because of its health properties, but also because of the rich history that producers can share with their customers about the plant. “Unfortnuately, not enough information about the history of cacao is documented in Suriname and it can become lost if we don’t find a way to capture it and tell the unique story of how the plant came to our individual countries.” In the short-term, the visual artists intend to cultivate their recently bought plot so that they can grow additional trees as a part of a bio diverse agro-forestry system. They believe that their company will continue to grow once they maintain the standard of producing high quality products with precision and accuracy. Contact: Ellen and Rutger Lem Ligteringen Managing Directors Tan Bun Skrati Leo Heinemannstraat 36, Paramaribo Noord, SURINAME Web: www.tanbun.org Email: info@tanbun.org Tel: 597-458-706
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“With Tan Bun Skrati I bring unique experiences and stories about Surinamese cocoa to the people. As a visual artist you make your own material. Art to me is not an object, but it’s about encounters and transformation. With skrati there is an encounter to share so that more people can tell a new story about it and that is the joy in what we do.” With her entrepreneurial spirit, perseverance and love for cacao, Ellen and Rutger are certain to continue to sow the seeds of success as their dream continue to flourish.
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[Market Research] really gave the company a jumpstart in exports and helping us find our niche.
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Pioneer In The Export Market In Jamaica in the 1980’s, a food scientist experienced 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 burgoened into one of the local leaders in the manufacturing and distribution of Jamaican products in the overseas markets. Today Tijule Company 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.
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.
According to Roy, the Managing Director of Tijule, opening the company was a dream come true for Dr. Newell.
“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.”
“My aunt had a PhD in Nutrition so food was her passion. She has also wanted to always take a taste of Jamaica to the rest of the world.” Dr. Newell succeeded in doing just that as 80% of the company’s output is exported directly to the United States, United Kingdom, Canada, China, India, Japan, and the balance sold to other regional exporters and locally. Roy noted that because of the market they are in, all companies that produce jams, jellies, and other condiments in Jamaica are their competitors; but his aunt never saw this as a challenge. He revealed that Dr. Newell’s biggest hurdle came in securing capital for her business. “The 1980s was a difficult period, especially for a woman. Banks saw women as high risk 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 reigns of the business, Roy has himself had some challenges noting that Primed for Success / Vol. 3 / 2014-2015
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.
With this new branding and marketing focus, Tijule has become increasingly involved in undertaking 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. The Agency has since helped us with the modification of the old labels and the development of new ones, the acquisition of quality management standards, streamlining and marketing and promotional systems, conducting market research, and upgrading our infrastructure. All of this was achieved through the grant scheme and through technical assistance.” Tijule also participated in the Manufacturing Study Tour to France, Germany and the United Kingdom in 2012 and the ANUGA Trade Fair in Germany with support from Caribbean Export. “Both occasions gave the exposure we need for new markets. We were also given an understanding of what is required in terms of international requirements, customer satisfaction, and the highest standards in the production process.” www.carib-export.com
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Following participation in ANUGA, Tijule received pricing requests and orders from Africa, Denmark, Israel, Germany and Sweden. Roy believes that Caribbean Export has helped prepare Tijule for a new growth trajectory.y “Caribbean Export has and continues to play a significant role in our overall growth and development. Their commitment to regional private sector development is unmatched.” Besides becoming a globally recognised brand, Roy wants to undertake some aggressive marketing and market research for Tijule. “We want to reach as many customers as possible, as well as ramp up our promotion to distributors.” The tenacious businessman believes that these are also important aspects of business development that regional firms should seek to undertake, adding that it is important to leverage relationships with suppliers and distributors to build a solid network.
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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.
Contact: Roy Newell Managing Director Tijule Company Limited 30 Paisley Ave, Palmers Cross May Pen P.O., Clarendon, JAMAICA Web: www.tijulecompany.com Email: tijulecompany@gmail.com Tel: 876-986-4873/9598
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“I believe we can use our strengths to combat our weaknesses and help each other compete against bigger firms in other countries.�
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A Fresh Approach To Business Agriculture is identified as among the lead productive sectors in the Vincentian economy, in terms of primary production and agro-processing. Eventhough the country is well known for its bananas, accounting for upwards of 60% of the work force and 50% of merchandise exports, other crops such as cassava, sweet potatoes, peppers and tropical fruits have become a staple in the local economy. The Ministry of Agriculture, recognised the opportunity for diversification within the sector, and undertook a seed project to explore the potential for growth in the industry; this led to the establishment of the Lauders Agro-Processing Company in 2007, which eventually became VincyFresh in 2010. In the early stages, the company focused on the production of vacuum-packed root crops, but with a new direction and change in trajectory the switch was made to value-added agro-processing. “We started as a project, so the business was well financed and somewhat equipped, but no adequate market research was conducted to see if the company was filling a true need in the market”, recalled Kemston Cato, Regional Food Technologist. We also recognised that most of the pepper sauces and seasonings being sold in St. Vincent and the Grenadines were imported, so we saw the opportunity to create local products and compete in that segment.” VincyFresh is the St. Vincent-based member of the Winfresh Group, a Saint Lucian registered consortium focused on value-added agriculture products. The company produces pepper sauce and pepper mash, seasoning, marinades, dried herbs, fruit pulps, frozen foods, sorbets, and smoothies. In addition to supplying the supermarkets and small retailers in the local market, VincyFresh products can also be found in Antigua and Barbuda, Barbados, Grenada, St. Kitts and Nevis, Tortola, and the United Kingdom. “Because we are a part of the Winfresh brand, we kept the label and used that to get into countries already familiar with the name, like Antigua, Grenada and the UK. For the others, we took a more traditional approach for our export strategy. This included making phone calls to retailers and sending them samples for distribution to their customers.” The response was positive and VincyFresh started to receive orders for their line of products. However, Kemston noted that while this approach worked initially, it was not sustainable if the company wanted Primed for Success / Vol. 3 / 2014-2015
to expand globally. It was then that they made the decision to seek assistance in exporting, which resulted in establishing a relationship with the Caribbean Export Development Agency. “One of challenges we were facing was the absence of a business and marketing plan. Without this we could not train staff, identify the needs for the company, find new customers or enter new markets, so we needed help. In 2012 some representatives from Caribbean Export, were in St. Vincent meeting with firms and InvestSVG encouraged us to take advantage of the opportunity to see what the Agency had to offer. We then did some research and saw that they had helped other enterprises in the region overcome similar challenges, so we reached out with the help of InvestSVG.” In 2013, VincyFresh participated in the Brand Development and Packaging Workshop, which was conceptualized to address some of the weaknesses in regional product development and presentation. Subsequent to this, the company applied for and was awarded a grant as a part of Caribbean Export’s In-Firm Design and Branding initiative, a project that provides selected firms with the technical support and financial assistance required to strengthen their packaging design and product branding. “We learned a lot about the importance of branding and presenting our products in an attractive and appealing way. The workshop also demonstrated the significance of these components if you want to be competitive in the global market.” VincyFresh recently attended a business forum in the Cayman Islands and trade mission to the French Caribbean Outermost Regions (FCORs), and the company received a grant in the Direct Assistance Grant Scheme (DAGS). “We made quite a few contacts in the FCORs and there have been requests for some of our products. This is one of the reasons we applied for the grant, because with these new orders there is a definite need to www.carib-export.com
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become more efficient in our production to not only meet the demand of existing customers, but also satisfy the new ones.”
The former agriculture extension worker views regional cooperation as key for export success, especially among the small agro-processors.
With the Direct Assistance Grant, there are plans to upgrade equipment and modernize the company’s production facility, all with the aim of improving efficiency and increasing output. Kemston, credits Caribbean Export with supporting the holistic development of VincyFresh, stating that the Agency has played an integral role in the creation of their business plan, branding and visibility, infrastructure and equipment upgrade and providing the muchneeded connection between production and buyers.
“We are representing a Caribbean brand and we need to work together to develop as one trading block. I believe we can use our strengths to combat our weaknesses and help each other compete against bigger firms in other countries.”
“The training we received in the branding workshop and the experience in submitting that first grant application prepared us for the process with the bigger grant, and we are very happy that Caribbean Export has been so willing to assist us with this and other programmes. The Agency has helped provide clarity on what we need to have in place in order to attain success not only locally, but also in the regional market.” Kemston intends to see VincyFresh become a globally recognised and certified company, and believes that with the quality products the company already develops, tapping into the right markets will lead to eventual growth. In the short-term, VincyFresh is aquiring financing for the certification and restructuring the entire facility, so that they can reach the mid to longer-term goals.
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With his love for product innovation and dedication to the growth of the agro-processing industry, Kemston brings tireless passion to the VincyFresh team as they continue to take a bold and fresh approach to business in the agriculture sector.
Contact: Kemston Cato Regional Food Technologist VincyFresh Limited Lauders, Kingstown, ST. VINCENT & THE GRENADINES Web: www.winfresh.net Email: kcato@winfresh.com Tel: 1-784-451-1767
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Regional fashion design firms need a good structure to be able to move forward. This includes financial and technical support, training and information on the best markets within which to sell our products.
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Fashioning A Dream Into Reality When thinking about fashion, places like New York, London, and Paris come to mind.But within what was once labeled the poorest country in the world, a burgeoning fashion industry lies; one that invokes axioms like “glamour”, “couture”, and “avant garde”. Haiti - a country known for its enthralling artwork and flamboyant surroundings, is rapidly becoming a place where it’s instinctive talent can be seen to manifest in an expanding Haitian fashion industry. On any given day, a diversity of fashions can be seen, regardless of the time of day, or day of the week. From children in uniforms with colourful hair accessories, to men and women in decked out in their Sunday best making their way to church.
David André ‘s relationship with the Caribbean Export Development Agency began in 2009. “I was approached by the Agency to attend Dominicana Moda as one of six designers to exhibit in the Caribbean Designers Showcase.”
At the centre of this veritable industry is Haiti’s own David André. Educated in one of the country’s most prestigious fashion design schools, Académie Verona d’Haiti in Pétion-Ville, the 35-year-old studied design, fabrics, sketching, and pattern making. In 1998, while studying, David’s business had very modest beginnings, but his passion was limitless.
Since then, David’s company has also been chosen to participate in Caribbean Fashion Week held in Jamaica, the European Study Tour to France, Germany and the United Kingdom, and London Engage during the Summer Olympics.
“I started with nothing big in my pocket or in my account. I bought my first sewing machine and had one employee,” David shared. “Now, I have plenty of machines, 10 employees, and a very good clientele list.” David admits that it took him a while to find his niche, noting that he first wanted to produce haute couture, but then realized that this was not for Haiti, particularly in the late 1990’s. “I decided to focus on ready-to-wear cottons and linens because it was less expensive, and more suited to our tropical environment. I became focused on delivering quality at an affordable price.” Today, his company produces and sells custom design clothing for men and women, along with a unisex beachwear line, and wedding pieces, which can be found in boutiques in Haiti, the Dominican Republic, Martinique and Guadeloupe. David also designs costumes for dance companies and music troupes as a part of his portfolio; and showcased in a number of regional and international fashion weeks including the Dominican Republic, Jamaica, Trinidad, Bahamas, Martinique, New York, Toronto, Paris, and Berlin. Primed for Success / Vol. 3 / 2014-2015
“Caribbean Export has been a tremendous resource and a major supporter of the regional fashion industry, especially here in Haiti. Each initiative I’ve been involved in has proven beneficial, but the most impactful has been the Study Tour to Europe. I was able to meet with other regional designers and engage with international counterparts.” David credits the Agency with exposing his business to international markets and the requirements for these markets. “Caribbean Export took me to places and events that I would’ve never afforded to visit or attend on my own. Even though I was not able to secure clients, I now have a better understanding of what is expected and I believe that with the right support, I can successfully penetrate these markets.” Acknowledging that it is a work in progress, David wants to educate Haitians on the quality fashion that local designers create. “Growing up in Haiti, most people bought their clothes from boutiques that import from the US and the UK, but today Haitians have their own sense of style and this augurs well for local designers like me who have something unique to offer on the way to building the Haitian brand.” www.carib-export.com
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A major step in the creation of the Haitian brand was realised with the development of the Haitian Fashion Week. The 3-day event, which commenced in 2012, was free to the public and featured collections by 30 emerging Haitian designers worn by 20 Haitian, and 10 international models. Showcasing everything from swimsuits and formal gowns, to hand bags and accessories, the Haitian Fashion Week delivered all the same features you would expect in any international fashion week, but with a local flare. David André has a dream to take over the world. But first he wants to start with Haiti. “I want to be the Yves Saint Laurent of Haiti. He is a huge inspiration for me, as he is someone who started with little to no money, and now he is global brand.” A part of his dream has already been achieved with the opening of his first store in Haiti in 2011. Aptly labeled David André Collections, his store caters to clientele ranging from young professionals to wealthy retirees, and offers an array of clothing including high fashion, wedding wear, uniforms, and accessories, to name a few. “I grew up in a family of entrepreneurs. My parents owned a boutique and fashion was a natural part of my life, so I always knew I would open my own store, but this didn’t come without its share of challenges.” One such challenge was securing capital, especially as a fashion designer. “Many banks and financial institutions don’t believe that fashion is a high income earner, but my mother was a huge supporter and she gave me the backing I needed.” As a testament to his tenacity, David constantly seeks new clients and projects to support his staff and grow his business. In fact his next major project is the launch of David André Bridals. “I am experienced in creating a few bridal wear pieces for clients, but now I have the opportunity to expand into an entire line, and it is exciting.” David has successfully carved out a market for himself in Haiti, but he also dreams of expanding his brand across the region. “I have done work across the Caribbean, but exporting is a challenge because of the limited space and resources in my company right now. I also need a strong financial partner, and someone with the commercial contacts within the fashion industry.” David believes that regional designers can attain success on the global stage if they collaborated more.
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“You need to believe in your dreams and never stop dreaming. Once you stop dreaming, you stop working. All you have in this life is your talent and your dreams. Use them as your escape from poverty and as your keys to success.”
Contact: David André Owner David André Collections 12, Rue Oge, Petion-Ville, HAITI HT6141 Web: www.facebook.com/DavidAndreCollectionBoutique Email: davidandrecollection@gmail.com Tel: 509-3676-7667
“We can come together and support each other much like other designers have done in Europe, the US and Asia. If we take our business seriously, we can be successful”. David further shared that Caribbean Export is in a prime position to enhance the capacity of other regional designers, especially as it relates to brand development and market access. “Regional fashion design firms need a good structure to be able to move forward. This includes financial and technical support, training and information on the best markets within which to sell our products.” He also encouraged entrepreneurs, particularly those in Haiti, to work on building their dreams, implored them to always ensure they were giving the best quality and keep improving their craft.
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Another distinct advantage we have...is a Caribbean product. In our animation the voices are Caribbean, the characters are Caribbean, and we showcase our culture, something that is unique to us. 46
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Telling A Cultural Story The global animation industry earns an estimated US$250 billion annually, with approximately onequarter outsourced mainly to the Philippines, South Korea and India. With the rise in demand for this new media product, many of these markets are buckling under the weight of excess work. This therefore presents an opportunity for other markets to fill the growing need. In the Caribbean, animation is still a relatively new industry, but one regional animator is intent on changing the script. Chief Executive Officer of Full Circle Animation Camille Selvon-Abrahams has been attributed as the driving force behind the fledgling animation industry in Trinidad and Tobago. After spending 13 years in London, she returned home with the hopes of establishing her career. “In 2002, there wasn’t much happening in animation, so it was difficult for me to find a job in the field I studied”, Camille recalled. “I decided to open a studio not only as a way to generate income for myself, but to also provide a platform for others who wanted to pursue a career in the same area.” Today Full Circle Animation is a state-of-the-art design studio that employs a core complement of 10 persons full time and up to 40 part-time during bigger assignments. The company focuses on animation, new-media production and training. In the local market, Full Circle’s clients are educational institutions, advertising agencies, government agencies, and non-governmental organisations, among others. In terms of international clients, the studio provides outsource services to the US and Jamaica. Most of the animation content created includes commercials, public service announcements and children’s series. The studio is also involved in content creation. “We have several intellectual properties (IPs) at different stages that we are seeking to develop, and this is a major achievement for us as a company to create our own stories for distribution.” As the largest animation studio in Trinidad and Tobago, and one of the most established in the region, the majority of Full Circle’s bigger competitors are animation studios in China and India. “There are smaller studios in the region that we consider our competitors as well, but most of the
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outsourcing is done in those bigger countries, and that is where we want to be. I think in order to get on that level Caribbean animators need to utilise the region as a platform rather than trying to compete as a single country.” The multi-media specialist considers animation itself as a niche in the field of communication, but the one benefit her company has had is the fact that most people weren’t involved in animation when they started. “Another distinct advantage we have is the fact that we are able to market ourselves for overseas clients because what we have is a Caribbean product. In our animation the voices are Caribbean, the characters are Caribbean, and we showcase our culture, something that is unique to us.” Camille has been able to jumpstart an industry in the region that has become a major sector within the very lucrative creative industries. But there was much work to be done to get to where she is today. “There was a lack of knowledge about the industry in Trinidad and I first had to overcome that. Acquiring capital from traditional financial sources was also difficult. In fact I’ve never secured a loan from a bank and that’s because they never saw animation as a tangible income earner.” Another challenge Camille faced was limited human resource capacity within her company. “We had to turn away big jobs because we didn’t have the number of animators needed to undertake the assignments. This is why training is so central to what we do as a studio. With training, we can ensure that the region’s animation industry is sustained in addition to being well nurtured and mentored.”
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Camille admits that she was able to overcome some of her challenges through networking. In fact, she acknowledges this as one of biggest lessons she has learnt in building her company. “In the initial stages, I never did that because I am innately shy. But when I started to network I realized that there was so much value in doing so because of the opportunities that were now opening up for me and my company.” The pioneering businesswoman also understands the importance of strong relationships. As such is the case with her business partner Jason Lindsay. “Jason has been very instrumental is taking Full Circle on a new level with his innovative ideas. He joined the company in 2012 and now he is the Managing Director.” Camille believes the value of being authentic is also central. Stating that it was important to recognise that she was serving an international audience, and to become truly global it was sometimes necessary to compromise in order to meet the market demand. “I remember dropping my price for my first client. It was a lot of work but I wanted to get my name and my product out there so I purposely did what I needed to market myself. And today, the project is a major success, so it was worth the sacrifice.” In addition to establishing Full Circle, Camille is also the founder of the annual Animae Caribe Animation and New Media Festival, the Caribbean’s first animation festival. Now in its 13th year, Animae Caribe is the largest animation film network with a regional coverage in the Caribbean. “Animae Caribe was founded to raise the awareness of animation and technology in the region. It provides an outlet for young, innovative animators in the Caribbean and exposes their talents to a wider audience.” For Camille, entering new markets is high on her agenda of plans for Full Circle. She believes that in order to do this successfully, she first needs to boost her visibility globally. “I am a big believer in social media, but I think its potential is very underestimated in the region. Having a fantastic website is also critical in this business, but above all else my company is me, so I use my reputation to market the studio. My reputation is based on the work I do in developing the animation sector, so I think I have a good start.” An opportunity to gain first-hand knowledge and experience about the demands of international markets came when Full Circle was selected to attend a Study Tour to Europe with support from the Caribbean Export Development Agency.
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The Study Tour was a part of the Agency’s engagement of Europe in 2012, which saw regional firms participating in a number of initiatives with the aim of identifying business and ultimately inculcating an understanding of the CARIFORUM-EU Economic Partnership Agreement. “The Tour exposed me to new markets and networks. I was able to negotiate an animation production test for Xilam Studios in Paris, which has the potential to lead to further work. Full Circle is also in collaborations with Studio Jay Recording, another tour participant, so I would say the initiative was a success.” In addition to contributing to her own success, Camille credits Caribbean Export with exposing the animation sector as a valuable asset and viable economic generator for the region. “The Agency has provided a lot of support to the sector, now the world has a chance to see what the Caribbean could produce and how talented we are as a group.” In the short term, Camille wants to increase her staff complement, as she is currently in collaboration with
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some investors in Canada following a successful pitch during CaribbeanTales International Film Festival. Future plans, however, involve securing investment for her company.
The wife and mother of four sees animation as more than just an opportunity to make money. Camille envisions the sector as a chance to educate the upcoming generations about their culture.
“We have all the parts, but in order to move to the next level we need investment in one of our IP products in order to market to the world. If you have investment in a Caribbean product, it will create something that is high quality that we can use to market to the world, it will also employ more people, and put us in a scenario where we can utilise real timelines and production pipelines. In essence, I want to brand the Caribbean through animation.”
“We have a culture, a music, and a style that is so unique to us as a people. We need to capture this and showcase it to the world. I want animators to understand that it is about integrity, authenticity and being true to our inate Caribbean-ness.”
The regionalist at heart is passionate about seeing more collaboration among Caribbean firms operating in the animation sector. Citing that it could bring even greater opportunities to the region. Camille’s formula for success is simple yet effective. “Don’t say no to opportunities, take the job then figure it out after. I think it is also important to plan and use timelines as a guide to achieving your goals. I also give my staff the freedom to be creative, after all we are in a creative sector and I think it goes a long in way in boosting their confidence, which is translated in the work they produce.
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There is no doubt that Camille has put her stamp on the Caribbean region, her next step is to take that cultural story to the world, using animation as her vehicle. Contact: Camille Selvon Abrahams Chief Executive Officer Full Circle Animation Studio Upper Floor, Building FZ-5 Frederick Settlement, Industrial Estate, Caroni, TRINIDAD & TOBAGO Web: www.fullcircleanimation.com Email: info@fullcircleanimation.com Tel: 868-663-7126
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I think social media brings an awareness to your brand and business that surpasses what you can achieve with a simple conversation.
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Styling Out A Niche The fashion industry has been defined as a multi-million dollar global enterprise devoted to the business of making and selling clothes. Recognising the industry as a vital tool for regional economic development, fashion is increasingly becoming a revenue earner for the Caribbean, much like the other sectors of the creative industries. One island that is silently making waves across the regional fashion landscape is the Bahamas, and local designer Indira Lashan Moss is enjoying the ride. After completing her studies at the Unites States-based Savannah College of Art and Design in 2008, Indira returned to the Bahamas with the dream of working in the local fashion and design industry. One year later, she started her company ILashan Apparel & Handmade Jewellery. “When I first came back home I volunteered for Islands of the World Fashion Week so that I could work closely with the designers on the showcase and maybe find a job”, recounted Indira. “But there weren’t any opprtunities for employment, so I decided to go into business for myself.” At that time, Indira was a relative newcomer to the Bahamian fashion industry, but she was no stranger to fashion itself. Raised by a seamstress, she spent her formative years learning to sew, crochet and embroider among other talents. These gifts, coupled with her love for fabrics and textiles has laid the foundation for an exciting career. ILashan currently designs resort wear for women, jewelry and handbags. The boutique label has since grown to become one of the leading fashion houses for women of innovative style. “There are plans to diversify and offer a men’s line, but I want the women’s wear to become a bit more established first.” Most of Indira’s clients are from Nassau, in addition to a few from the other Bahamian islands and the United States. Indira acknowledges that the fashion industry is large, so essentially everyone can be considered a competitor, but each designer in the Bahamas has a distinctive style so there is no direct competition for her right now. The art enthusiast believes fashion in itself is art, not just clothes, and she aptly applies this premise to each concept, pattern, and design. She also credits her homeland for providing the much inspiration needed to find her niche in the fashion industry. Primed for Success / Vol. 3 / 2014-2015
“I am an island girl at heart and being back at home made me realize just how much I love the tropical atmosphere. So I channeled that inspiration and used it to design a line reflective of that ambience. I also love to travel and I have a passion for art, so this influences my designs in different ways, which I think makes each piece so unique.” Indira considers herself as a start-up on the regional fashion scene, but the self-made entrepreneur has plans to expand her business to reach clients throughout the other Caribbean islands. “When I first started, finding clientele and marketing my business was a challenge. But in time I overcame this through consistent networking. I believe the same approach can be used to reach regional clients.” Indira views social media as an essential medium for attracting not only clients, but also potential investors and partners. The designer also targets various style and fashion blogs to maximize her reach. “I currently use Facebook, Twitter, Instagram, and Pintrest to showcase my work and network with different audiences. I think social media brings an awareness to your brand and business that surpasses what you can achieve with a simple conversation.” Indira recently got the opportunity to showcase her work on different platform. In 2013, she was one of seven designers selected by the Caribbean Export Development Agency to participate in Dominicana Moda, the official Fashion Week of the Dominican Republic. Indira described the experience as being a wonderful eye-opener, adding that it was encouraging to see other designers doing what they loved and that she right there alongside them. “Being accepted to show at Dominican Moda was quite validating for me as a young designer. It was a reminder that hard work and dedication to what you love really pays off.” www.carib-export.com
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“Caribbean Export plays a tremendous role in raising my awareness about regional trade and export, and I use them a resource to keep abreast of news within the fashion industry. They have also exposed me to a lot of opportunities for the growth and guided my process as a business.” Indira applauded the Agency for providing the tools she needs to enhance the capacity of her company to export, and thinks that other Caribbean entrepreneurs should seek to take advantage of the programmes available. “ProNET provided a great deal of insight into what is required for export on a large scale. Caribbean Export also has other programmes such as the grants scheme and technical assistance for different regional sectors, so firms should really try to access what they have to offer if they are serious about growing their business.” In the long term, Indira wants to see her clientele expand to include buyers from other Caribbean countries, and resort destinations in Europe. She also hopes to open another location for her label. In the meantime, she is focused on boosting her production output, and launching her website so that clients have another avenue through which to purchase her designs. “Now that people know about the brand the next step is to keep momentum high by building on what my team started. E-Commerce is a great way to increase access to my designs, and the website is another platform to raise the visibility of my company regionally.” Indira acknowledged that she has learnt a great deal in a short time in the fashion industry. “One thing I have come to realize is that you can’t do it all by yourself, and there will come a time when you will need help. I’ve also grown to appreciate taking advice and criticism, because there’s always room for improvement.” In speaking about her success, the designer believes there is no replacement for hard work; she also thinks that it is important to be authentic and true to your designs, and yourself as a business. Contact: Indira Lashan Moss Owner and Managing Director ILashan Apparel & Handmade Jewellery BAHAMAS Web: www.ilashan.com Email: info@ilashan.com Tel: 242-465-3191
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Indira’s insatiable passion for her art form is mirrored in the delicately handmade fashion and accessories pieces she designs for her growing fan base. There is no doubt she is a cut above the rest.
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A Local Vocal With International Appeal The music of Dominica embraces a variety of common world genres including calypso, reggae, soca, konpa, zouk and rock and roll. Dominica’s own popular music industry has created a form called bouyon, which combines elements from several styles, and has achieved a wide fanbase within the island. Much like bouyon, one of the country’s most notable artistes, Michele Henderson, has an equally extensive fan base. Michele (pronounced Mi-Kel) comes by her musical talent naturally. She hails from the southern village of Grand Bay, the self-proclaimed ‘cultural capital’ of Dominica, and it is there that her roots are steeply immersed in music. “I grew up in a very musical family, my mother sang, my father played guitar, and even my grandfather was the organist at the Catholic Church next door. So I was constantly surrounded by music.” There was no escaping from musical acts in her village as the vintage cadanse band called the Midnight Groovers used to rehearse right beside her house. In fact, one of her cousins, Gordon Henderson, went on to create the jazzy cadanselypso style of Creole music, which greatly appeals to both Europeans and West Indians. “My father and my cousins are musicians and I enjoyed doing it so much, that I decided to pursue my music professionally.” Michele started her singing career at the age of 15. Her form includes live performances with her 12-member band, and she writes and composes music for other artistes, clients and occasions as necessary. The Dominica Goodwill Ambassador has also made endorsements for products and companies locally and regionally; these include Digicel, Courts, and LIME. With her musical family and upbringing, as well as a firm foundation in the classical genre, the jazz fusion singer caught the attention of many people when she won the DOMFESTA Song Contest in Dominica in 1995. Since then, her career has firmly established itself and is always expanding locally, regionally and internationally. Notable performances include numerous World Creole Music Festivals, Caribbean Festival of Arts
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(CARIFESTA), Saint Lucia Jazz Festival, UCLA Jazz & Reggae Festival in Los Angeles, and the Roskilde Festival in Denmark, to name a few. Michele’s most recent achievement was winning the Caribbean Community’s (CARICOM) 2014 Song Competition with her self-penned composition entitled “Celebrating CARICOM”. “I am very happy that my work has been recognized and was considered worthy of regional attention. I entered this competition because I wanted to contribute to Caribbean history, and fortunately for me it was chosen as the one.” Michele’s audience is just as diverse as her vocal abilities and musical styling, with her fanbase stretching beyond Dominica to include the FrenchCreole islands of Martinique and Guadeloupe, Saint Lucia, Trinidad and Tobago, British Virgin Islands, and St. Maarten among others. “I’d say I have a wide regional reach, especially in the islands where I’ve performed, and there’s no specific targeted age group either. I guess if the music appeals to them, they like it.” In addition to the Caribbean, Michele has toured and performed in the United States, Finland, Denmark, Belgium, Italy, France, Estonia, Australia and Colombia. Her strategy for entering these markets has been mainly by invitation from international promoters who attended regional music festivals. The wife and mother of two described the music industry in Dominica as one that has grown tremendously and is continuing to open up. “In the past, you really needed to have a contact in the media so that you could get your product on television or radio, but thankfully a lot of that has changed with the advent of social media.
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Facebook, Twitter, Instagram, and YouTube have really opened up the market so that we can reach our target audience in a cost effective yet creative manner.” In fact, it was through social media that Michele got her latest opportunity with Caribbean Export to perform in London during the 2012 Summer Olympics. “I have been familiar with the work of Caribbean Export since 2002, and occasionally I would check their website for news and updates. In 2012, a notice was posted for an opportunity to participate in Caribbean Soul Fusion in London and I didn’t hesitate.” Michele was one of eight up and coming artistes chosen to represent the Caribbean during the musical showcase, which was hosted on the sprawling lawns of Grosvenor House in the heart of London. “It was a fantastic experience, and it was great to be able to bring a unique style of music to the already diverse group of artistes performing.” Participation in the free-to-air event also paid huge dividends for Michele, as she was able to secure future engagements. “I received a few callbacks from patrons in attendance at the showcase, so I would say it was very successful.” The Dominican songstress credits Caribbean Export with providing her with a platform to showcase her music and talent. Noting that not only has she gained new business, but also closer contact with regional counterparts. “As a musician, it can be difficult to secure opportunities to perform internationally. Sometimes you are entirely focused on making it in your homeland, and even that has its fair share of challenges. At first, start-up capital was my biggest problem, you need money to record, create videos, and advertise.” As a counter, however, Michele pointed out that it was important to secure the right contacts, and be vigilant about your business. “You need someone to guide you and explain the pitfalls so that you can avoid most, if not all, of them. This includes something as simple as knowing when to accept a gig, to negotiating huge contracts. It is also important to manage your time and resources properly, and maintain creative control of your work.” She also shared that regional artistes must always see their profession as serious business if they want to maximize their experience internationally.
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“As artistes we sing for fun, but we also need to standardise our operations and see it as a business, which means putting together the right structures, ensuring we have adequate resources and using every opportunity to market our brand.” In speaking of brands, Michele’s biggest business wish is to see hers gain international recognition within the next two years. “In the coming months, I’ll continue to record and complete my current album, ‘Home’, which is set for release in October.”m as well as continue my live performances.
Contact: Michele Henderson Michele Henderson Inc 1545 Mabouche Grand Bay DOMINICA Web: www.michelemuzic.com Email: info@michelemuzic.com Tel: 767-446-3614
Michele believes in dreaming uncompromisingly, but realistically. She also sees success in dedication, delivering the highest standard possible, and seizing every opportunity to market herself, her product and her brand. There is no doubt that Michele’s status as an all rounder, writer, flautist and vocalist, is growing by leaps and bounds throughout the region, and further afield with each performance.
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In this and any business, it is important to be consistent and keep innovating. Also, to have a successful company you have to be your own best customer.
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Making The Natural Choice At a time when ‘natural is good’, nutraceutical products are assuming a middle ground between food and drugs due to the growing body of opinion that supports their role in maintaining health and contributing to the treatment of diseases. At the end of 2013, the global nutraceuticals product market reached US$186 billion and is expected to reach US$204 billion by 2017. In the Caribbean, there has been a call for the increased use of natural ingredients and remedies to support a healthy lifestyle, and Natmed Limited is responding to this request. Founded by two Doctors of Naturopathic Medicine, Gayle Devaux-Segovia and Carlos Segovia, Natmed is the manufacturer and distributor of all natural products. “The Caribbean Blue Natural line includes skincare, repellent, and spa products, while the Natmed Herbals line offers a range of natural herbal extracts used for the gentle support and stimulation of the body’s normal function; shared Dr. Gayle. “We also provide naturopathic care to our patients.” The Saint Lucia-based company began trading in 1996, but was officially established in 1997. Today there are eight persons employed full-time, and three part-time employees. Drs. Gayle and Carlos were motivated to establish Natmed because they wanted to ensure they had the best possible product to use on their first-born son. “My husband and I were always interested in health and natural products, but in 1996 when we were expecting our first child we dabbled around in the kitchen to come up with some products we could use on him. It turned out great and, with some encouragement from friends and family, we registered our company and produced our first product, which was the Caribbean Blue Natural insect repellent. We now have three children and we still use the repellent on them. We literally started in our kitchen and then started to expand, now we have a lab that is semi-automatic.” However, as the company grew, the Segovias began to encounter a few challenges, especially as it related to transportation, electricity and access to communication outlets for contact with clients. “Our main challenge in the beginning was cost of transportation, because we had to ship the needed raw materials into St. Lucia, recalled Dr. Carlos. This meant we had to ship larger quantities to make it cost effective, but then sometimes we would have quite a bit of surplus on your hands. Primed for Success / Vol. 3 / 2014-2015
Electricity was also quite costly and still is, and then there was the challenge of communication. There was no high speed, reliable Internet, which meant reaching customers and clients was problematic.” Despite these set backs, Drs. Gayle and Carlos continued to work hard and persevere towards the goal they had for their business, as they believe that these two values should never be underestimated. they had for their business, as they believe that these two values should never be underestimated. “In this and any business, it is important to be consistent and keep innovating. Also, to have a successful company you have to be your own best customer. We produced our products based on our needs so our passion seemed to transcend them. This helped us to find customers who were also passionate about health, and so I think that is where we really found our niche.” The company’s customers are mainly in Curacao, the Dominican Republic, Antigua and Barbuda, St. Kitts and Nevis and the British Virgin Islands. They also serve clients in the United Kingdom, via a small distributor located there. Natmed’s strategy for entering new markets in centered on in-market research activities. “We always try to do market research to see the competition, the products they are offering, the price points and the potential customers. We also participate in trade shows to gather similar information and network with potential partners and clients.” The pioneering team also shared that many of their opportunities for market expansion came through the Caribbean Export Development Agency. www.carib-export.com
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“In 2000 we attended the Caribbean Gift and Craft Show (CGCS) in Barbados on our own, it was there that we met officials from the Agency and discussed their services. The following year they included us as one of the companies to showcase at CGCS, and we have been involved with them ever since.” Natmed has showcased at Design Caribbean in 2011 in the Dominican Republic, and benefited from the delivery of training in branding and packaging, export marketing, market intelligence and proposal writing. “The proposal writing training has helped us secure two grants from Caribbean Export, with the first one we were able to register a trade mark, undertake some product testing and develop our website. With this new grant, we plan to increase our visibility and break into more markets.” The company also recently participated in a mission to the French Caribbean and Outermost Regions (FCORs), and the Overseas Countries and Territories (OCTs) of the European Union (EU), in addition to business forums with firms from those same territories. “We established quite a few contacts during the mission and the business forum, so the next step is to build on the momentum created with these initiatives.” Drs. Gayle and Carlos attribute much of their success to the passion they have for their field, but they also credit Caribbean Export for providing the much-needed support in reaching the goals. “The Agency assisted us financially and supported us beyond our local market. Their help in tackling overseas markets and exposing us to the requirements to enter them is tremendous and we sincerely appreciate this. The Agency has also helped us focus on mid-term and long-term goals, and expand our reach.” Their extended plan for Natmed is to establish the company as a globally recognized brand that is consistent with their ultimate goal of being the lead manufacturer and distributer of all natural products from the Caribbean.Within the coming months, however, the aim is to register as many products as they can for the EU market. “We really want to take advantage of the Economic Partnership Agreement (EPA) between the EU and the Caribbean because we have a small distributer in the UK who is doing well. With a contact already there, it’s the next best step. Also, we have potential clients in the FCORs and OCTs and they have the same requirements as the EU markets so it is a strategic move.” The pioneering pair believes that other regional firms can be successful if they differentiate themselves from the 60
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competition, which creates an advantage for them. They also shared that firms need to create a plan and ensure that they work with the right support system in order to execute that plan effectively. “Whether it is the Ministry of Commerce, a business support organization, or even Caribbean Export, it is important to get assistance in not only finance, but also business development.� Drs. Gayle and Carlos cite passion, dedication and a belief in what they do as contributors to their success. As their business continues to expand and effect a natural positive change in the lives of others, the duo hopes to build a legacy that their family would sustain for generations.
Contact: Drs. Gayle Devaux-Segovia & Carlos Segovia Natmed Limited RB2365 Rodeney Bay SAINT LUCIA Web: www.gocaribbeanblue.com Email: drgayle@natmedltd.com drcarlos@natmedltd.com Tel: 758-452-8176
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It is critical, now more than ever, to consider a joint venture or joining a consortium, especially if you want to sustain your provision of goods or services.
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IT Solutions For A Regional Revolution Within the Caribbean region, information and communication technology (ICT) is perhaps the single most important facilitator of the regional integration process. Its influence in shaping the process of globalization, primarily within the financial, commercial and productive spheres, is also widely recognised. In Guyana, there is a small company that understands the value of ICT for development, and is taking big steps to achieve this objective at the local and regional levels. BrainStreet Group was established in 1994 as a software development and systems engineering company. In 2005, ICT Solutions Firm diversified and became involved in the virtual education business. “For quite some time, our core business has been the development of software in the areas of inventory, documentation, and finance”, shared Lance Hinds, Founder and Chief Executive Officer. “We then decided to launch a platform called Brain Street Learning, and with this we help tertiary institutions deliver courses to their participants across the Caribbean. One of our main clients is the Cave Hill School of Business in Barbados.” BrainStreet is primarily based in Guyana, but the company operates in a virtual environment and provides services throughout the Caribbean to companies based in Barbados, the Dominican Republic, Trinidad and Tobago, and the OECS. In Guyana, the firm’s main clients are within the public sector, through donor-funded projects, and some members of the private sector.
“The entire business of starting up, getting clients, and gaining confidence in the work that you do, requires a different mindset and perspective. We were not an IBM, so as a small player we believed that it was important to persuade customers to contract our services. Financing was another issue as banks are very conservative, so you have to keep working to get the financial support required.” Lance also shared that the during the initial stages, there was not a great appreciation for ICT as a sector within the region, so for BrainStreet it was important to first sell the concept of ICT, then sell the solution. In time, however, the Rotarian came to find his niche. “Being in the US for many years, where I also studied and specialised in software development, I came back with an advantage because of my skill-set and used it to my benefit. Most companies in Guyana sell IT hardware, but we focus on software and ICT consulting; this is what makes us stand out from the competition.”
For Lance, the motivation for starting his company was simply the desire to do things differently and make a positive change.
With success in the local arena, Lance has plans to enter the regional and international market. And his strategy for BrainStreet includes participating in as many trade shows as possible.
“I started BrainStreet on my return to Guyana from the United States. I used to work as a consultant on my own, but decided that it was time to change my approach and become a bit more formalised. So I established a business where I could bring young people together to do something special.”
“Trade shows are a great opportunity for extending your company’s client list. Once initial contact is made, we then follow up using our virtual services. We also put some of our products online for sampling and evaluation so that potential clients can get a good idea of what we have to offer.”
Two decades later, BrainStreet now employs 16 persons, but this figure increases depending on the scope of projects the firm is undertaking. As with any new endeavour, starting an IT firm comes with its share of challenges. For Lance, two of these were finding clients and securing financing.
Lance credits the Caribbean Export Development Agency for providing the support needed to enhance their export potential. For more than a decade, BrainStreet and the Agency have had a mutually beneficial relationship.
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BrainStreet used the reimbursable 15,000 euro grant to strengthen their virtual education programme and augment itself as a viable company in this sector. “Initially we submitted a request for funding, but we weren’t successful. Caribbean Export then worked with us to strengthen the weak areas of the proposal. Another opportunity came with the Direct Assistance Grant Scheme (DAGS) in 2011 and this time we had success.” “The assistance provided by Caribbean Export under the DAGS was the jumpstart my business needed going forward on its new trajectory.” Since then, the ITC firm has participated in the Science, Technology and Innovation Caribbean Network in 2011, the Virtual Educa Caribbean Forum in 2012, and the CeBIT Trade Fair in 2014. “We participated in CeBit to gain a better understanding of how that particular event works, and to prepare our business for exhibition at future editions of the tradeshow. Essentially, this gave us an opportunity to see where we stood as a company, and what we needed to do to take our products and services to the next level, as it relates to scaling up on expertise, and standards, among others.” As a member of both the Regional Innovation Advisory Group and the Private Sector Advisory Group, BrainStreet has the opportunity provide first hand expertise and guide the Caribbean Export on the work being done in both areas. Both groups also offer a platform for increased regional collaboration on matters that affect economic growth and social development. In terms of future plans, Lance wants BrainStreet to become a truly regional company with diversification playing a huge role. “In the first phase, we want to be able to work across the region at a price that is competitive, as a part of our overall growth pattern. We have recently opened an animation studio, Animatix Studios, and we want to see this and our other offerings, such virtual education learning, expand to become significant revenue earners for the organisation.” For the company’s virtual education agenda, Lance is exploring new subjects to offer in niche areas, such as Hospitality and English as a Second Language (ESL), with plans to target Brazil for the latter. As it relates to animation, BrainStreet is partnering with one of the regional tertiary institutions to establish an animation school. “To compete on the international stage, we need a number of animators, so the intention is to create a larger skill pool from which to draw to increase the human resources for our business and, in time, make it a successful offshore sector.” 64
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Lance believes that regional firms have the opportunity to maximize on their export potential, as his company has, but only if they want to. “Many companies, like those in Trinidad and Guyana, tend to stay within their comfort zone because they already exist within a large market, and don’t necessarily feel a pressing need to export. But it is important to be able to project yourself so that you can see your company doing work across the Caribbean and further a-field.”
Contact: Lance Hinds Chief Executive Officer BrainStreet Group 287 C Albert Street, Georgetown, GUYANA Web: www.brainstreetlearning.com Email: lance.hinds@brainstreetlearning.com Tel: 592-225-5363
The astute businessman also urged firms that are serisouly interested in exporting to continuously improve their skill-set, and find cost effective ways to market services. Lance also sees tremendous value in strategic partnerships. “It is critical, now more than ever, to consider a joint venture or joining a consortium, especially if you want to sustain your provision of goods or services.” Lance believes that hard work and dedication is at the centre of success because there are no short cuts in this business. After nearly twenty years of business and sustained growth, BrainStreet undoubtedly has the right approach to garner unparaleled success. Primed for Success / Vol. 3 / 2014-2015
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[An angel invetsor or venture capitalist’s] appetite for risk is higher, but they also take a bigger stake and greater rewards. They probably always seek ten times the return on their investment. So yes the technology side is risky, but the potential gains are huge.
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Building Success In The Tech Age Nearly six years after Apple Inc. kicked off the mobile-application craze, the industry is steadily booming. According to ICT-Pulse Blog, at the end of 2013, there were 136 mobile customers for every 100 persons in the English-speaking Caribbean, with 14 of the 16 countries studied having mobile penetration rates over 100%. This equates to countless opportunities within the mobile apps market for regional businesses that specialize in this area. In Barbados, there is at least one company that is hoping to break into the local and global app market. Incorporated in 2007, Simplified Apps Inc. specializes in mobile appli-cation development. The firm currently has four developers on staff, but they also work with consultants depending on the nature of the project they are undertaking. “All of the persons working with us right now are independent contractors, it keeps us agile, and that is what you need in a business like ours, especially because of the risk involved in developing your own intellectual property” shared Founder, Curtis Padmore. The former software engineer is also the Co-founder of an animation company West Toonz, which currently has 15 animators on contract with the expectation to increase within the next year as a result of a partnership with the locally-based Barbados Institute of Management and Productivity to deliver training to between 25 - 50 animators.
So yes the technology side is risky, but the potential gains are huge.” Curtis describes the mobile app industry in Barbados as being very small, which means that the objective would be to scale out quickly because of the size of the user base. However, he found his niche by paying attention to details and listening to the needs of clients. “I started this company because I wanted the freedom of entrepreneurship, but this job takes dedication, time, and a stick-to-it-ness that most people would not be able to handle.” The company’s major consumers operate within the tourism and entertainment industries; but there have been some requests from corporate clients for the design of data management applications. Simplified Apps also recently launched a new tourism app after the work completed with Fully Accessible Barbados.
Unlike the mobile apps industry, Curtis sees the animation sector as a little less risky because of its deeper history.
“The project is centered on tourism accessibility. The Android version is now available, and we’re moving with the iOS platform shortly.”
“Animation to many is a real industry. It’s been around since Disney and Steam Boat Willie, and we’re talking about since the 1950s. So it is a tried and tested industry. With the mobile app sector it’s a bit different.”
The company is also collaborating with a firm in Canada to deliver the same product for that market, followed by a roll out for Europe. Some further opportunities for growth also exist in North America, and Latin America.
One similarity that both industries share however is the challenge involved in accessing finance, particularly during the start up phase. Curtis believes that many financial institutions are quite conventional in their approach to these types of businesses. He, however, believes that this industry is prime real estate for angel investor and venture capitalists.
“Right now, we are at the stage of closing a number of deals, so it is a very exciting time for the business and the industry in general.”
“Their appetite for risk is higher, but they also take a bigger stake and greater rewards. They probably always seek ten times the return on their investment. Primed for Success / Vol. 3 / 2014-2015
Curtis’ strategy for entering new export markets is premised on research, in fact the tech-savvy businessman believes that without adequate research failure is imminent when seeking to export a product or service.
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“You have to research your partners, your competitors and your market. Those are the primary things you look for. I’m listening to this audio book called ‘Good for You, Great for Me’ and it’s all about negotiation. This is what business is all about, stacking the cards in your favour, but you can’t do this without adequate research.” Curtis gained a deeper appreciation for the value of research in 2012, when his sister company, West Toonz, was chosen to participate in Break Point. The business competition and reality television series, conceptualized by Caribbean Export Development Agency, gave 30 regional entrepreneurs an opportunity to pitch their business ideas with the prospect of being one of 12 selected to secure investments in Europe during the finals of the competition. “It was an interesting experience, as it gave us the leeway to meet and interact with regional investors and leading businesspersons. We didn’t make it to the finals, but there was a clear opportunity there for networking.” Participation in Break Point has also allowed Curtis to strengthen the business perspicuity of his company, as he has been able to secure assistance from Compete Caribbean’s Cluster Fund, which is dedicated to the development of the animation industry in the region. He credits the coaching and pitching sessions of Break Point as having prepared them for the research and insight needed when applying for funding and other technical assistance. Another business opportunity came with Simplified Apps’ participation in the CeBit trade fair in Germany. While there, Curtis met with a firm he describes as a critical strategic partner. “Our relationship with this new German partner could be very beneficial when we begin to expand into Europe, as the connection is vital to the building and enhancing of distribution channels in that market.” Within the coming months, the company’s plan is to raise capital to expand their as well as increase profitability. Curtis also wants to solidify strategic partnerships and close investment rounds with a number of angel investors. “Just recently I met with the Barbados Angel Investment Network, as well as some investors in Canada. So the next set of meetings is with a Latin American investment group so the following months will be quite busy for us.”
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The high-tech prodigy wants to change the world, but first he plans to boost his company’s visibility and corporate brand. Like many prosperous businesspersons before him, Curtis hinges his success on his ability to find the right opportunities, then choosing the right partners to help him exploit these prospects.
Contact: Curtis Padmore Founder & Chief Executive Officer Simplified Apps Inc. Fontabelle, St. Michael, BARBADOS Web: www.simplifiedappsinc.com Email: curtis@simplifiedappsinc.com Tel: 246-230-0929
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It is important to find the right distributor. They don’t have to be the biggest within their territory, but they should be someone who can adequately negotiate and work to build trust with your potential clients.
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Papermaking Towards the Future With simple equipment and lots of water, you can turn leftover paper into an elegant handmade product. But to break into a multi-million dollar industry that is steeped in thousands of years of history, paper making on a large scale requires a modern paper mill, and the right business acumen. This combination is more than familiar to Juan Carlos Dussan, Chief Executive Officer of the Caribbean Paper Company. Established in 1998, the Dominican Republic-based Caribbean Paper Company is a paper-converting firm that receives semi elaborated paper products and converts them into rolls and sheets of paper, including toilet paper, kitchen towels, and institutional hand towels. Operating from two locations in Belize, the company employs 58 people. In 2005, they diversified to focus on recycling paper, in addition to raw materials such as plastic, metal and scraps. This saw the establishment of the Belize Recycling Company with an additional 35 persons on the payroll. Most of the company’s major customers are in Belize, but there are plans to gain a greater market share within the other Caribbean territories. “One of my motivations for starting this company and operating in Belize was my desire to expand across the CARICOM market”, shared Juan Carlos. “The paper industry is very diverse and there any many players but I believe that we have something unique to offer our customers.” Caribbean Paper Company’s main competitors operate in South America, which is in close proximity to thefirm’s base of operations. However, Juan doesn’t see this as a major challenge, particularly within the local market. “For us, it was important to be a leader in Belize first, before thinking about exporting. But we also recognise that there is a growing demand for paper products, especially quality products at an affordable price.” These two fundamentals, quality and affordability, also form a major part of the company’s brand, and are noted by Juan Carlos as one the greatest lessons in building and maintaining the firm’s reputation. “I also learnt that it is important to find the right distributor. They don’t have to be the biggest within their territory, but they should be someone who can adequately negotiate and work to build trust with your potential clients.” Primed for Success / Vol. 3 / 2014-2015
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In addition to the Belize market, some of the company’s clients are in Antigua and Barbuda, Barbados, Jamaica, Saint Lucia, St. Vincent and the Grenadines, and Trinidad and Tobago. For Caribbean Paper Company, the strategy for entering these markets was an approach centred on research and adaptation. “First, we visit the market with the aim of trying to understand the type of products they are using. The next step is to then adapt our product, packaging, and price to meet the needs of the consumers within that market. Once this is done, we find at least two distributors and give each of them a different brand of product.” Understanding the size, needs and demands of the market, is just one aspect of the company’s export strategy. “We also need to be practical about what we want to achieve, which means setting realistic targets.” Juan Carlos credits his company’s success in the local and regional market to the support received from the Caribbean Export Development Agency under the Direct Assistance Grant Scheme. The Colombian-born businessman revealed that the funding programme not only aided in the overall development of the company, but also increased the sustainability of other projects the company has since taken on. “In 2012 we received two grants for a consolidation and recycling project. We’ve also received an award under the most recent call for the purchase of machinery, so I’d say we have grown tremendously with the Agency.”Juan Carlos noted that Caribbean Export continues to play a significant role in the regional private sector development by creating opportunities for access to finance. “Securing capital is a big challenge for small companies, so when an Agency focuses on this aspect of capacity building it shows a real dedication to regional growth.” In terms of future plans, Caribbean Paper Company wants to find a distribution partner in the other 14 CARIFORUM States. The firm also plans to invest more in, and upgrade the mill’s machinery in order to maximize on these exports. Juan Carlos believes that other regional firms have an opportunity to do the same if they focus on improving their distribution chain, as well as increasing their knowledge of international markets. He also shared that it was critical to set realistic objectives, meet those targets, and keep improving on them unceasingly.
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Contact: Juan Carlos Dussan Chief Executive Officer Caribbean Paper Company 13 Miles Western Highway, Belize City, BELIZE Email: jcdussan@yahoo.com Tel: 501-822-3910
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... regional firms need to pay particular attention to the quality and presentation of their products if they want to be taken seriously as a competitive enterprise.
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A Spirited Brand With An Export Focus Often falsely portrayed as uniformly saccharine, rum is one of the most diverse spirits on the planet, and has been a major economic driver for Caribbean distilleries for centuries. Each Caribbean region produces its own distinct style of rum ranging from crisp, complex bottles and subtly sweet blends, to bold whiskey-like distillations. In Grenada, the more exotic rums tend embody a sweet fruity or flowery flavour. This especially holds true for the blends emanating from the Grenada Distillers Limited. As one of the largest and best-known distilleries on the island, Grenada Distillers Limited has been in operation since 1937 as the Grenada Sugar Factory. The company offers a wide of range of 17 rum-based products, which are distributed under the Clarkes Court Rum brand. These include white and red rum, lemon and sorrel flavoured rums, liqueurs, and menthylated spirits. “In an effort to expand the current product offering, the company has began to look at producing new rum flavours and textures”, shared Leroy Neckles, the Chairman of the Board. “One of our newer additions to the line is the Grenadian mojito, and we anticipate that this will do just as well as our other products.” Leroy has been involved in the Grenadian sugar industry for some time, so naturally this became a motivating factor in establising a business within this sector. “My family had an interest in the sugar industry, as my father was one of the single-largest distributors of sugar cane to the then Grenada Sugar Factory. When the Government decided to divest itself from the factory, I saw it as an opportunity for me to get involved in that part of the industry and keep operations 100% Grenadian.” Despite his experience, Leroy admits that there were still some challenges to overcome in transitioning from a factory to a full-fledged distillery. “Financing was a major challenge because it was costly to make the improvements necessary when we started to operationalise the distillery. Also having the employees accept the changes that were being implemented was also a bit of a difficulty, essentially getting some of them to accept the modernisation of the factory.” Primed for Success / Vol. 3 / 2014-2015
However, due to his focus and tenacity, Leroy never lost sight of his goal for the company; and today, Grenada Distillers supplies supermarkets and duty-free shops island-wide, with exports to the United States, United Kingdom, Canada, and the Caribbean. With a staff complement of 50 persons, the company hopes to expand their international reach to include more European countries. “Right now our strategy for entering new markets is centred primarily on assessing the market needs in terms of the price, flavour and packaging of our products. Once we have gathered enough information, we establish the relevant contacts and begin negotiating to export.” Much of the work that Grenada Distillers undertakes to access these markets is done independently, but the company also has a collaborative relationship with the West Indies Rum and Spirits Producers’ Association (WIRSPA), an association of national associations of rum producers in the Caribbean. “Clarkes Court Rum is recognised as carrying the Authentic Caribbean Rum marque, which was developed as a symbol of authenticity, provenance and quality for rums within the WIRSPA family. They are one of the regional organisations that have played a role in our success.” Another regional organisation that has made an impact on award-winning distillery is the Caribbean Export Development Agency. Grenada Distillers engaged with the Agency for the first time in 2011 when the company applied for and secured a Direct Assistance Grant for the procurement of laboratory equipment. “With Caribbean Export’s help we were able to improve the quality and standard of the products www.carib-export.com
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offered. The company is also now capable of meeting and satisfying the import and food safety requirements for the countries to which we wish to export because of the assistance provided by the Agency.” In addition the Direct Assistance Grant, Grenada Distillers has participated in Break Point, the Brand Development and Packaging Workshop and proposals writing workshops. Leroy believes that the support offered by Caribbean Export has been tremendous and reognises the Agency as having played a significant role in the increased exports that the company has achieved. In the long-term, Grenada Distillers wants to build on their current success by increasing their volume of exports and by continually improving the quality of products they offer. “Within the next few months, the plan is to examine and revamp our branding and packaging, as well as introduce new flavoured rums to the product line, and value-added products such as syrups.” The astute businessman thinks that regional firms need to pay special attention to the quality and presentation of their products if they want to be taken seriously as a competitive enterprise. Additionally, he believes that firms should seek to meet the necessary import and food safety requirements are critical especially when seeking to enter new markets. “As Caribbean businesses looking to get into international markets, we need to familiarise ourselves with the requirements from customs to customer satisfaction. Attention to detail is also paramount as it can have a significant impact on not only your bottom line, but also your reputation”.
Contact: Leroy Neckles Chairman Grenada Distillers Limited Woodlands, St. George GRENADA Web: www.clarkescourtrum.com Email: leroyneckles@clarkescourtrum.com Tel: 473-444-5363/444-5736
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Leroy sees the Caribbean as having an untapped potential, not just in rum but also in other sectors. Adding that we have something so special and appealing culturally that no other country can come close to imitating or offering what is unique to us. With a drive and determination that is to second to none, it is no surprise that Leroy and the Grenada Distillers team have been able to transform a piece of Grenadian history into a reputable and prosperous spirited brand with an export focus.
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Small enterprises should seek to leverage several partnerships. This goes a long way in sustaining your business and building your client base.
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Small Enterprise Big Impact Ideally situated in the heart of the Caribbean, the Dominican Republic is bathed by the waters of the Atlantic Ocean in the north, and the Caribbean Sea in the south. As the second largest economy in the region, the country’s main sectors include agriculture, services and manufacturing. The Dominican Republic is also known for its rich entrepreneurial drive, which is evident in the number of enterprises spread across the country. One such is Serviconfe SRL, a manufacturing and sales company specialising in personal hygiene and household cleaning products. Leonor Garcia and her husband started Serviconfe in 1999, and the company was officially formalized in 2006. “I was employed in a different area, but I had the desire to work for myself while still finding the time to care for and spend with my family”, revealed Leonor. “I think entrepreneurship is something I’ve always wanted to do, and now it has given me a chance to generate more income and adequately provide for my family.” Serviconfe has 10 full-time employees and three who work on a parttime basis, but Leonor plans to increase the full complement to 20 by 2015. The company manufactures and distributes five brands - Edris, Edris Natural, KX-Freshling, LipiBon and Qsay - across four lines for mass consumption. These include supply commodities consisting of vinegar and vanilla extracts; hair and skin products; household cleaning products; and an automotive line with polishes, air fresheners and car washing liquids. The company supplies commercial and residential customers in the Dominican Republic and Haiti. Leonor admits that her main competitors are the companies that have been established for much longer, and who have a solid infrastructure and the economic resources to support their business. But the enterprising entrepreneur has found a niche in the market by offering quality products at an affordable price. “We sought to improve on the product that our competition was offering and we also capitalised on sections of the market that other companies have not penetrated.” Today, Serviconfe is making strides in the local market and Leonor is happy with this success. She recalled, however, that there were a few challenges to overcome before attaining what they have today. Primed for Success / Vol. 3 / 2014-2015
“Having started without market research, it was difficult to know if we were making the best possible choices for our business. There was also a lack of trust with our competitors so it set us back financially.” The mother of four credits those experiences as having taught her some important lessons in entrepreneurship and building her brand. The first of which is perseverance and patience, she believes that every setback presents an opportunity to slow down, and honestly re-examine business priorities. Leonor also sees the importance of continuous improvement. “Times are changing, technology is advancing and the world is becoming smaller. It is important to keep enhancing your skills and that of your employees because in the end it will not only benefit business, but also the individual and their personal development.” Being socially responsible is also close to Leonor’s heart, stating that it was not only about complying with laws and regulations, but also ensuring that the products are created with little to no harm to the environment. Another lesson learnt was the value of resilient partnerships. “Small enterprises should seek to leverage several partnerships. This goes a long way in sustaining your business and building your client base. These relationships include staff, suppliers, investors and other institutions.” Leonor considers the Caribbean Export Development Agency to be a strategic partner in the company’s growth and success. “We realised in order to develop our business, we needed technical and financial assistance. So we started to approach different agencies that could help us. It was through the Center for Export and Investment (CEI-RD) and the Dominican Association of Exporters (ADOEXPO) that we came in contact with the Agency.”
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In 2012, Serviconfe was awarded two direct assistance grants from Caribbean Export to enhance the capacity of their business and better prepare the company for export marketing. Leonor believes that this has provided much needed support for her business. “With the help of the funds from Caribbean Export, we were able to participate in trade shows, visit new markets and establish contacts with distributors.” Serviconfe has also participated in training offered by the Agency in a gamut of areas including market intelligence, branding and packaging, intellectual property, financial management and export marketing. Leonor attributes Caribbean Export as having contributed significantly to the growth and development of her company. She also shared that the training and financial assistance provided helped them to overcome some of the challenges they faced as a small enterprise in a competitive environment. “When we met Caribbean Export our production capacity was low becase we had limited physical space. Today we have adequate space and an increased production volume. We have also achieved the necessary certifications and qualifications needed to manufacture in the best possible manner. There are still some improvements to make, but we have more confidence in our growth strategy.” Over the next six months, Leonor plans to further increase production capacity to better serve the company’s customers, with the hope of entering new Caribbean markets and the United States. She also intends to create a technology-based platform to facilitate greater engagement with customers and suppliers. Leonor thinks that regional companies should always seek to offer a quality product at a competitive price if they want to achieve success, particularly in bigger markets. She further believes that collaboration and partnerships are key in this process. Leonor credits her success with her faith in God, as well as family and friends for provding constant encouragement. She also believes that hard work and dedication will manifest itself in prosperity. With a philosophy built on the simpler things in life, her business is on a firm foundation. Contact: Edris Leonor Garcia de Mella Co-owner & Managing Director Serviconfe SRL 1148 Prol. Guacanagarix Street, 2nd Floor, Manganagua DOMINICAN REPUBLIC Web: www.facebook.com/pages/Serviconfe-SRL Email: serviconfe@gmail.com Tel: 809-530-8108
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Whether it is the best production tools, excellent equipment, or knowledgeable staff, it all adds to your brand recognition and accomplishments.
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Re-Engineering Growth And Export Success Dominica, with its natural landscapes, is often referred to as the diver’s dream and hiker’s paradise. But with its sparkling waterfalls, rushing streams, and rain-kissed canopies, this nature island is also fast becoming known for its unique infrastructural designs thanks to one of region’s incipient engineering and construction development consultants. Nelson Pierre, a Dominican born civil and structural engineer started his company ABACUS Inc. in 2005. With five employees, the professional corporation provides a wide range of structural and architectural engineering and related support services throughout the Caribbean to its clients in the planning, design and construction management of public and private sector facilities. The firm’s professional services include the provision of facility assessment, site data collection and investigations, land and hydrographic surveys, civil and structural engineering and construction support services. “We began with an office in the United States, but then moved to Dominica because I wanted to contribute more substantially to the regional development.” Nelson shared. “I believe we have a lot of opportunities in the Caribbean that are untapped and I think now is the time to capitalise on them.” Naturally, most of the company’s clients are based in Dominica. However, there are plans to expand his clientele and eventually the firm’s base of operations to other countries. Nelson has also consulted on largescale projects throughout the Caribbean like Trinidad and Tobago. “Right now, our major competitors are large European and Canadian multinational consultant firms. Being based in Dominica, our reach can only go so far, so the aim is expand to other Caribbean countries, and perhaps even the EU.” Nelson admits that one challenge he faces is the fact that the construction and engineering industry in Dominica can be weak and inconsistent at times, as is symbolic of many small economies.
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“Sometimes we have lots of projects, other times we don’t have much. Plus many of the larger firms come down the region and compete for projects that regional firms lose out on, so this adds to the complexities we face.” However, Nelson believes that by consistently offering high quality services and continued collaboration with other small firms to deliver first class results, regional firms can attain success. “Many of the recommendations we have received are as a result of the superior service that we provide to clients. Whether it is the best production tools, excellent equipment, or knowledgeable staff, it all adds to your brand recognition and accomplishments.” In speaking about building this brand, Nelson shared that above all, it was paramount to keep abreast of industry trends, technological developments in cost production, and maintain competitively high standards. He credits Caribbean Export Development Agency as having played a major role in this aspect of his company’s development. “In 2012, ABACUS was awarded a Direct Assistance Grant from Caribbean Export, and we used this to undertake a professional capacity enhancement project. With the funds from the grant, we purchased new software and acquired a plotter for the company.” With support from Caribbean Export, Nelson sought to increase the company’s capacity to successfully bid on a wide range of development proejcts locally, regionally, and across the globe, thereby providing employment for local professionals. To date, ABACUS has seen the benefits of this investment. “We were able to secure two major projects from the Caribbean Development Bank (CDB) and a World Bank contract for the training of engineers and inspection of hurricane shelters in Dominica. We are also currently preparing a proposal for the supervision of a EUfinanced construction project for the development of roads here in Dominica.” Overall, ABACUS has seen an approximate 60% increase in sales as a result of enhanced output, namely in commercial and residential projects, and it is anticipated that this figure will grow in coming months. Another successful aspect of his relationship with Caribbean Export has been the ability to participate in trade missions, which is a major part of the company’s export strategy. “I recently went on an OECS trade mission to Martinique and Guadeloupe with support from the Agency. For me, this was an opportunity to build relationships with other professional organisations in attendance, as well as those we were visiting.”
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ABACUS has also attended trade missions in the Dominican Republic, United Kingdom, and France, all with the intention of seeking joint ventures. This is aligned with Nelson’s ultimate business wish, which is penetration into the EU and African, Caribbean and Pacific markets. “I think the region has a prime opportunity with the Economic Partnership Agreement (EPA) signed between the EU and the Caribbean. For us in the professional services sector, I think the prospects are even more attractive.” At the regional level, Nelson wants to see more firms collaborating with each other, so as to strengthen the delivery of products and services. “In the Caribbean, we need to see ourselves as one, it’s the only way to successfully compete against bigger firms. The region has so much to offer the rest of the world, and we have a competitive advantage especially within our services sector. What is needed is more unity and cooperation.” Nelson believes that the success he achieved can be mirrored in other regional firms if they focus on the overarching principle of having a commitment to cost effectiveness and competitive service excellence.
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Contact: Nelson Pierre Managing Principal ABACUS Inc. P.O Box 2048 15 Kennedy Avenue, Roseau, DOMINICA Web: www.abacus-inc.com Email: nelson.pierre@abacusinc.com Tel: 767-440-9704
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You have to know what you want, make the sacrifice to get it, have the confidence in yourself, and give ten times the effort to achieve success.
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Diversifying Destination Management Familiarity is the face of destination management, as firms within this sector leverage their relationships and purchasing power to provide the highest quality service in a cost-effective manner. In Antigua and Barbuda, this holds true for one of the region’s most successful destination management companies. Established in 1973, Carib World Travel started as a family-owned business in volcano-ravaged Montserrat. Initial exposure to the travel industry came for Pamela Arthurton, Co-owner and Managing Director, while working for LIAT in Montserrat. Some years later, she was given the opportunity to manage the operations, which had been taken over by British West Indies Airways (BWIA) Limited. With this, she entered the airlines industry as an incoming agent, handling passenger bookings out of Montserrat; and with that, Carib World Travel was born.
With help from Barclays Bank PLC, Pamela was able to rebuild and re-open the company, but three years later, the eruption of the Soufrière Hills volcano caused another set back.
“We started our business serving charter flights out of Montserrat, before becoming the General Sales Agent (GSA) for Pan American (Pan Am) World Airways,” recounted Pamela.
In 1996 Carib World Travel relocated to Antigua and Barbuda. In the aftermath of the Volcano, the British Government contracted the company to undertake the evacuation process. This propelled the business into a new direction and provided the cash flow that was needed to re-establish operations. This experience also prepared Carib World Travel for the ground handling aspect of the travel industry.
With her background in the airline industry and her passion for success, the boutique travel agency was destined for success, but not without challenges. “One of the greatest trials we faced came when Pan Am went out of business in 1976. That was like my world coming to an end because the first place the airline pulled out of was Antigua.” Carib World Travel still continued to be the airline’s GSA, but there were no flights going to Antigua, which meant a decrease in business. This gave Pamela the motivation to apply for International Air Transport Association (IATA) accreditation, allowing the company to represent all airlines. Eventually business started to expand for Carib World Travel and the Montserratian economy was also seeing increased growth. But another challenge was on the horizon, or in this case the Atlantic. In 1992, Hurricane Hugo hit Montserrat causing wide spread destruction and devastation. “Hurricane Hugo destroyed 99.9% of Montserrat, and to compound matters, our insurance company also declared bankruptcy. But throughout this ordeal we came to appreciate the saying ‘good credit is sometimes better than money in the bank”.
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“This was by far our biggest hurdle. My husband Percy and I were both self-employed and therefore had some choices to make. So with the encouragement of the airlines in Antigua we decided to relocate there.”
The company expanded with another office in Antigua and Barbuda, and branches in St. Kitts and Nevis, and Baltimore in the United States. However, the move away from retail travel services and the growth of online bookings saw the company’s operations consolidated to its current single location. “In retrospect, these challenges were in fact opportunities to diversify our business. We had our share of ups and downs, but they gave us a chance to think more seriously about taking a different approach in the competitive travel industry, while exploring other alternatives that would complement our business.” In addition to air travel and ground handling, Carib World Travel varied their operations by becoming a Western Union outlet, as well as a Federal Express and LIAT Quikpak drop-off point. Further, with the recommendation from a company in Barbados, Carib World Travel was invited to become a member of Virtuoso - a network of the world’s finest travel agencies with knowledgeable advisors who have global connections with the best hotels, cruise lines,
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airlines and tour companies. Since then, Carib World Travel has become a top seller for British Airways, Virgin Atlantic, US Airways and American Airlines. “Over time we invested in training on handling cruise passengers, and managing group travel. We also realised how desirable Antigua and Barbuda was as a destination, so this is where we saw the potential to get into the incoming market with a focus on incentives.” Pamela believes that incentives are a motivational tool that can enhance productivity, as they offer participants a chance to earn rewards such as trips and other destination-based activities. “We started out with a market in Miami and frmo there we hit the ground running. Then came the downturn in the economy and incentives got a lot of bad press at that point. The market eventually began to pick up and we wanted to return to incentives with a greater market advantage. This is where Caribbean Export played a tremendous role.” Carib World Travel first became aware of the Caribbean Export Development Agency in 2010 through a workshop for small hoteliers on the Direct Assistance Grant Scheme (DAGS), which was hosted by the Antigua and Barbuda Investment Authority (ABIA). Two years later, the company applied for and was awarded a regular procedures grant to increase exports to international markets using an incentive travel scheme as a tourism-marketing tool. “When we found out that there was a potential to get some assistance, so we welcomed the opportunity to expand our revenue base, improve profitability and essentially grow as a company. Developing the company’s destination management capability in keeping with international standards was essential, especially since we were targeting tourism markets in Europe and North America.” In addition to pursuing international destination management accreditation, Carib World Travel used funds from the grant to increase and expand the company’s web presence, use of social media, and produce promotional material. “We used the newly developed marketing tools during our participation in two industry trade events: the Caribbean Meeting and Incentive Travel Exchange in Jamaica, and the Global Meetings and Events Exhibition in Barcelona, Spain.” As a result of the increased visibility, Caribbean World Travel was able to secure clients out of Taiwan, Russia, Brazil, and the United Kingdom for travel to Antigua and Barbuda.
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“We are really appreciative of the assistance received from Caribbean Export for supporting the sector. I think that there is great potential for the travel industry, especially for those who take the right steps. I don’t think Carib World Travel has come full circle yet but there is room for growth.” In 2013, Carib World Travel celebrated 40 years of serving the tourism industry. Throughout this period, the company has received numerous awards and accolades
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for their work in the industry. The greatest achievement to date came through the World Travel Awards, which is recognized around the globe as the travel industry’s highest accolade, celebrates companies, organizations, and brands that “are pushing the boundaries of industry excellence in product and service. Carib World Travel received two nominations, Caribbean’s Leading Travel Agency and Caribbean’s Leading Destination Management Company, copping the award for the latter. “It was a privilege to have Antigua and Barbuda host the Caribbean and North American leg of the Gala. One thing I felt especially good about is the company I was in, meaning all of the other awardees are people that I admire and respect, and it is great to have Carib World Travel be a part of that fraternity.” Pamela recognizes that not everyone in the travel industry has been as successful as Carib World Travel, but she believes that regional Governments can do more to support the sector. “It is not a handout, it is really an investment and a cause that should receive maximum support. I also think that there should be more training and scholarship opportunities across the industry to help improve the skills set and build the capacity of the persons involved.”
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The accomplished businesswoman also shared that as a region we must learn to complement, as opposed to compete with, each other. Noting that theworld sees us as one, in spite of our uniqueness and so we must become a formidable force in order to attain true regional integration and economic success. In the coming months, Pamela plans to attend more tradeshows with the aim of augmenting her company’s public image and improve the understanding of the use of social media and information management. Pamela believes that it is important to know what you want in bsuiness, and then make the sacrifice with confidence and dedication to achieve it. With this mindset, it is no wonder that Carib World Travel is changing the face of regional destination management.
Contact: A. Pamela Arthurton Co-owner & Managing Director Carib World Travel Woods Centre & Mahogany Dr., St. John’s, ANTIGUA & BARBUDA Web: www.carib-worldtravel.com Email: arthurtonp@carib-world.com Tel: 268-480-2999
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Caribbean Export Statistical Hightlights 10th EDF Participation Disaggregated By Gender 2011-2014
Participation in 10th EDF Activities By Country 2011-2014
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Caribbean Export Statistical Hightlights DAGS Funding Awarded During 10th EDF By Country 2011-2014
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Number of Grants Awarded During 10th EDF by Country 2011-2014
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Caribbean Export Statistical Hightlights 10th EDF Participation By Programme Activity 2011-2014
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Caribbean Export Key Contacts
Top row, left to right Pamela Coke Hamilton – Executive Director Escipion Oliveira – Deputy Executive Director Anthony Bradshaw – Chief Operations Officer Bottom row, left to right Christopher McNair – Manager, Competitiveness and Innovation S.H. Allyson Francis - Services Specialist
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Head Office: 1st Floor Baobab Tower Warrens, St. Michael, BARBADOS BB22026 Tel: 1-246-436-0578 • Fax: 1-246-436-9999 Email: info@carib-export.com Sub Regional Office: Av. Pedro Henríquez Ureña No. 150, Torre Diandy XIX, Piso 7, Santo Domingo, Dominican Republic Tel: 1-809-531-2259 • Fax: 1-809-473-7532 Email: c.export@cotedel.net.do Website: www.carib-export.com
Primed for Success is published by The Caribbean Export Development Agency with the support of the European Union under the 10th European Development Fund (EDF) Regional Private Sector Development Programme (RPSDP).