Farmer's Choice 35th Anniversary Feature by Nation Publishing Co. Limited

Sunday, June 10, 2018

Message from the Brand Owners – HIPAC Limited WHEN PEOPLE are asked about their needs as it relates to food products, many of the answers include good taste, quality ingredients, convenience, variety and attractive packaging. Over the last 35 years, Farmer’s Choice has managed to meet all these expectations and more. The management of Hipac Limited is excited to be celebrating the 35th anniversary of our flagship brand Farmer’s Choice. We are proud to say that over the past 35 years, the Farmer’s Choice brand has been able to

establish a reputation which aligns it with the company’s motto “Nothing Less Than the Best”. Success is always a team effort and this journey and the growth and establishment of the Farmer’s Choice brand as a household name in Barbados would not have been possible without the support of several institutions and groups of individuals. We wish to take this opportunity to thank the Barbados Agricultural Society and the local farming community which we have worked closely with over the years, as well as the Barbados Manufacturer’s Association for the continued support offered to Barbadian brands. We also

Message from Managing Director - Goddard Enterprises Ltd - Anthony Ali THIRTY-FIVE years ago, when our HIPAC team conceived of the Farmer’s Choice brand, little did they know the impact that this brand would have on the market in the years to come. They probably did not even think about the brand 35 years hence,

but here we are today celebrating the 35th anniversary of Farmer’s Choice. Some of our customers may still remember the initial marketing campaign with the Farmer in the now well-recognised overalls as the company introduced the brand to the market. We are proud to say that the Farmer is still there in our logo, a sign of the stability and

wish to recognise our local distributor Hanschell Inniss Ltd, and their loyal customers from supermarkets, hotels and restaurants to minimarts and gas stations, continue to offer our products for sale at their establishments. To our 185 employees and all Barbadians who have supported the brand for the last 35 years, we say a heartfelt thank you, as this journey would not have been possible without you. We hope that with your continued support we can continue to grow the Farmer’s Choice Brand in Barbados as well as further afield, and we invite you to celebrate with us as this is ultimately your celebration too!

longevity of this brand. At Goddard Enterprises Limited, we are proud of all our brands, but especially our homegrown brands, and Farmer’s Choice certainly stands out as one of the iconic brands in our arsenal of which we are very proud. It is one of our export brands that is recognised in many of the islands in our region. For the work that they have put

into making this brand a leader in the market, I wish to express the gratitude of the Board of Directors and Management of Goddard Enterprises Ltd to the staff of HIPAC and Hanschell Inniss, who work to ensure that the Farmer’s Choice brand remains one of the leading brands in the Goddard group in Barbados and in the region.

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IN 1979, Hanschell Inniss Harrisons, a leading Barbadian food distribution firm owned by Goddard Enterprises, purchased a small local meat cutting and packing plant. The equipment was relocated to the Goddard’s Kensington Complex initially producing hamburger patties, and pork sausages following soon after. Leslie Proverbs, Production General Manager for HIPAC, was one of the founding employees in those earliest of days. According to Proverbs, “It started in a very small way. At the very beginning, it was myself and one other employee who processed and packaged the products. We did everything. Since Hanschell Inniss owned the Eve brand we produced Eve hamburgers and Eve pork sausages. “Having had a successful first few years growing volumes and numbers of staff, Goddards decided to make a significant investment in the meat processing business and in 1983, opened a new plant that, in addition to the previous hamburgers and sausages, would supply smoked and cooked meat products. That was

bdosagriculturalsociety@caribsurf.com www.basonevoice.org

when it was decided we needed to develop a new brand to be the flagship for the company’s expanded range of processed products. That was when Farmer’s Choice was created,” Proverbs continued. That year, Farmer’s Choice Leg and Picnic hams, bacon, hot dog sausages, sliced ham and other sliced meats were launched and with extremely encouraging consumer response. According to Proverbs, “The brand name, the imagery, the very essence of the brand was developed by a small team led by the Managing Director of Hanschell Inniss at the time, Patrick Mayers. “Patrick Mayers, John Oxley of Smith and Oxley advertising and Roger Perkins, Marketing Director at Hanschell Inniss were marketing gurus of the day, developing cutting edge packaging designs, promotions, and advertisements, including a memorable TV ad. Mr. Mayers developed a very clear vision for the look and feel of the brand. The principle bedrock for Farmer’s • Continued on next page.

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MAKE Farmer’s Choice your choice for variety and satisfaction. (GPs)

Choice was always to be quality. So everything we did, the development of the formulas, the processing technology, the products themselves, the packaging designs, the advertising and promotional material had to reflect that. Everything had to be supported by quality,” said Proverbs. He continued, “We wanted to develop a high level of consumer trust with the brand. In those early days, up to just a few years before, almost all processed meats had been imported. People were accustomed to American, Canadian and European processed meats. This was the standard we had to meet to gain consumer acceptance in the era when locally manufactured products were seen as inferior and undesirable.” In that first decade, growth was very fast for Farmer’s Choice. Proverbs recalled, “We won several awards from the BIDC for Quality, Employment and Packaging design. “Very quickly, we had moved from two employees to six, nine, 15, 25, 45 and 60 and as production requirements grew, we added second and third shifts, plus working plenty of weekends, too! Currently, we employ 185 people and work five days a week with shifts around the clock, plus occasional weekends,” he said. “Christmas hams were very popular, and overnight our Farmer’s Choice Ham became the leading, most desired, Christmas ham. Because we were small, quantities were limited and people would scramble to get them early.” In 1990, Barbados Packers and Canners Ltd, or ‘BARPAC’, which had been established in 1976, was purchased, facilitating expansion into canned

meats. According to Proverbs, “Then, in 1992, we expanded into chicken nuggets and other breaded products through a merger with National Foods Ltd, which was making these items. And as we had done so many times before, we painstakingly developed a recipe that would be worthy of the Farmer’s Choice brand.” He went on to say, “Speaking of recipes, once we felt we had got a formula right, we always locked it in. Some of those iconic formulas like ham and bacon have never been changed over all these years, except for gradual sodium reduction. Many international products are heavily extended and made to be cheaper, but we have maintained the old tried and trusted Farmer’s Choice recipes, which consumers love and value. We think that Farmer’s Choice has become one of a handful of iconic Barbadian brands and are proud to give people something they clearly enjoy.” “We deeply appreciate the support of Goddard Enterprises over the years and are really privileged to have had a team of dedicated staff who have remained committed to the ideals of Farmer’s Choice. There have been so many people who have contributed to the last 35 years of the Farmer’s Choice story and we are so grateful for each of them. For myself, what I find particularly pleasing is when people say they were raised on Farmer’s Choice products and now they are doing the same thing with their kids. “Faithful and happy customers are the reason Farmer’s Choice is still around. We hope to be there for the fun times, for the family times and, of course, for the years to come. For all of this we feel very thankful.”

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• 3 cups diced Farmer’s Choice Black Forest Ham • 8 oz. macaroni elbows • 2 cloves minced garlic • 2 diced onions • 2 stalks diced celery • 1 litre cooking cream • 1 cup 2% milk 1/4 tsp black pepper salt 1 tsp complete seasoning mustard 2 oz. chopped thyme/parsley mix 2 cups shredded cheddar cheese 6 oz. bread crumbs

FOR the last 35 years, Farmer’s Choice has become a household name, and as one generation transitions into another, people continue to raise their family on this brand of outstanding quality and worth. Edward Massiah, Quality Assurance and Research & Development Manager who has been with HIPAC for 28 years, said, “I’ve seen the steady growth of the company through the years.” He continued, “One of the focuses of our quality is having excellent refrigeration capability. This has driven a very high investment in refrigeration technology. From the start, HIPAC understood that products had to be optimally handled and so all our processing is done under very cold and hygienic conditions. “We have a very thorough sanitation checklist, including doing bacteriological tests on machinery before start-up every day. The plant runs 24 hours a day and our Quality Assurance team are an integral part of the operation,” he said. The quality of the product depends on having the best ingredients, high investment in refrigeration and sanitation, testing, and having competent, well trained staff that are proud of the Farmer’s Choice brand.

Fill a large saucepan with water. Add a splash of oil and bring it to boil. Add the dried macaroni and cook until al dente. Once cooked, drain and set aside. In a separate pan, sauté onions and garlic, add the cooking cream, milk, mustard and herbs and seasonings and slowly melt over a low heat. Add 3/4 of the grated cheese to the cream mixture keeping a ¼ for topping, and stir until all the cheese is fully

Massiah continued, “I think all of the staff that work here are knowledgeable and proud of the products. It’s a great feeling when you see people buying our products and many of the staff say the same thing. Quality Assurance has to taste everything we make every day. We get to taste a lot of ham; sometimes it feels like our only day off from tasting is on Christmas Day,” he quipped.

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incorporated. Add the chopped ham to the cream mixture and season with a pinch of salt and black pepper. Mix the cooked hot macaroni pasta with the cream and ham mixture and place in a baking dish. Sprinkle some more grated cheese mixed with breadcrumbs on top and bake for 25 mins at 350 degrees F. Remove, allow to cool for 10 mins and serve.

The products are developed by a small team of individuals who have a passion for creating recipes. Over the years, Farmer’s Choice has developed different lines of products. “Our most popular products currently are probably chicken nuggets, bacon, and ham. We try to keep up with health trends and follow the sodium doctrine so all our products are reduced sodium,” he said. Farmer’s Choice has reduced the sodium in all of their products gradually and quietly over time, staying ahead of international guidelines. They try to make their products as nutritionally beneficial as possible. The Quality Assurance team carefully scrutinises

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everything that goes into the products, in terms of allergens, protein content, fat content, and they use no trans fats. Farmer’s Choice tries to gauge what their customers want. The veggie lines are very healthy and they expect to be soon launching another new product in this range: a black bean and lentil burger. Quality Assurance helps to keep the Farmer’s Choice line consistent. It is a day-to-day task to keep all our products consistent with all the variables that go into the process. According to Massiah, “We focus on training and accountability for all the staff and then we have a taste panel that scrutinises the products. “Over the years, we’ve developed many products and tested them in the market. Currently, we make over 100 different products and we’ve been HACCP (Hazard Analysis and Critical Control Points) certified since 2003 by NSF International. We are audited on an on-going basis to

maintain the certification,” said Massiah. “We’ve always tried to be ahead of local requirements. Farmer’s Choice actually aims at US, Canadian and European standards in whatever we do. “A lot of our meats are from local suppliers. Most of our chicken and a lot of our pork is from local farmers,” Massiah said. “In the Quality Assurance department, we have a multi-disciplinary team composed of microbiologists, chemical engineers, and food scientists, with a combined total of around 60 years of experience. Working in quality is quite challenging, but everybody on our team is very keen and cooperative. “We try to embrace change, but we

have to make continuous improvements. We invest in our own research and development and invest in new technologies. We send people overseas as well as invite consultants in to make sure that we’re at the top of the game. “It’s really important that our products have a particular profile which is different from imported products. Everything has to suit local preferences.” According to Massiah, “We value the relationship we have with our customers and appreciate everyone that buys our products and we love to hear from our customers. “Convenience is obviously a very

big factor for us,” he continued. “People are cooking less and less these days. Some say that in two generations that a lot people will have forgotten the art of cooking. Many people have less and less time to cook for many reasons. Whether you’re working harder, working more, or want to go to the gym, more and more people are buying food more days a week than in previous years,” he said. Farmer’s Choice provides a product of the highest quality, adheres to the best standards, speaks to nutrition, and affords convenience. Massiah concluded, “Thank you to all of our customers and we look forward to serving you for another 35 years.”

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Ingredients • 6 ounces Farmer’s Choice Deli Delight Luncheon Meat (cut into small cubes) • 1 pack penne pasta • 2 tablespoons olive oil • 2 cloves garlic (minced) • 1 onion (chopped) • 6 ounces tomatoes (large dice) • 1 1/2 cups tomato sauce • Salt (to taste) • 1/2 teaspoon sugar • Chopped parsley (for garnishing) • Chopped basil

FARMER’S CHOICE now tallies an impressive 20 Caribbean Advertising Federation Awards (ADDYs); capturing four Gold and three Silver awards for its 2017 Hamtopia campaign. The Caribbean Advertising Federation, regional chapter of the American Advertising Federation, recognises excellence in traditional and non-traditional advertising. HIPAC Limited Sales and Marketing Manager Mischa Knight expressed her enthusiasm about the Awards, stating, “We have been blessed with 20 advertising awards in six years and are hoping to continue our winning ways with campaigns that match the quality products we sell. Our partnership with marketing and advertising agency, G&A Communications Inc. has been an exciting one and we thank our stakeholders, and our customers for their continued loyalty.” Knight went on to highlight the variety of hams they produce, noting that the public is most familiar with the frozen bone-in

Directions Place penne pasta into boiling salted water and cook until al dente. Heat up a sauté pan with the olive oil. Sauté the garlic and onions, add the diced Farmer’s Choice Deli Delight Luncheon Meat and cook until slightly browned on the surface. Add the tomatoes and tomato sauce. Add penne pasta into the skillet, add salt and sugar, stir to combine well. Garnish with the parsley and basil and serve immediately.

ASIDE from quality and innovation, Farmer’s Choice prides itself on strong and exciting marketing and communication campaigns that keep consumers engaged and interested in the brand even after 35 years on the market. Mischa Knight, Sales and Marketing Manager at HIPAC Limited, has the task of coming up with the marketing campaigns that continue to keep this 35-year-old Barbadian brand on the minds and in the hearts of consumers. Knight who has been working with the brand since 2012 remarked that “the fact that I am working with quality products and a well loved local brand makes the job a whole lot easier, but the main challenge lies in continuing to find creative and exciting ways to promote the wide range of products, as well as to continue to adapt and find mediums to reach various target audiences”. One of the most rewarding experiences is when I am proudly wearing a shirt with the Farmer’s Choice logo, because every ten steps I take there is someone commenting about Farmer’s Choice ham or another person teasingly asking ‘where is the ham?’ It truly is a heartwarming feeling and our task now is to make

them as aware of some of our newer additions to the portfolio as they are of our ever-sopopular ham. When I first started working with the brand, most of our advertising was done on the radio and in the newspaper, and we have had to adopt several other advertising mediums in an effort to reach our consumers where they are. We now also include social media elements in all our campaigns, which include platforms such as Facebook, Instagram, online newspapers, some Google ads as well as outdoor advertising. We have a new generation of consumers who spend a lot of time on handheld devices and on the road, and we have

ham, but the range includes, chilled, black forest, and turkey ham. Farmer’s Choice also markets other easy to prepare meat products: chicken nuggets, burgers, sausages, sliced meats, and more. G&A Communications Inc. Vice President - Creative Services, Allison Cadogan said, “Working with a quality product makes advertising much easier. From our research, many in the diaspora attest to the excellence of the ham range and have said that

they are yet to taste a ham that matches the flavour of the Farmer’s Choice offering. Farmer’s Choice truly is the paradigm of manufacturing excellence.” So, what’s next after Best of Show, nine Golds and ten Silvers? Farmer’s Choice, in collaboration with G&A Communications, is preparing to launch a series of campaigns this year that will be as sizzling as their delicious meat products, undoubtedly smoking 2018’s competition.

Ingredients • 2 cans of Farmer’s Choice Cocktail Sausages • 1 Package of Farmers Choice Bacon • 1/4 Cup Brown Sugar • 3 oz. barbecue sauce • 1/4 teaspoon complete seasoning (or to taste) • salt and pepper • Toothpicks • Diced breadfruit • Olive oil

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Directions Preheat oven to 375 degrees. Line a baking pan with foil. Cut Farmer’s Choice Bacon into thirds. Wrap one piece of bacon around each cocktail sausage and stick with a toothpick. Combine complete seasoning, barbecue sauce and brown sugar and roll each sausage in the mixture. Season diced breadfruit with salt, pepper and fresh thyme and

lightly rub with olive oil, place on a pan and place in oven. Cook until golden brown and soft. Place on prepared pans and bake for 10 minutes Flip sausages and cook for an additional 10 minutes or until bacon is crispy.

had to continue to innovate as we strive for the brand to remain relevant and top of mind in an ever-evolving world. Ms Knight, who also handles exports for the brand added that as the company seeks to make the Farmer’s Choice brand available in more and more overseas markets, they are now also cognisant of the fact that marketing campaigns will need to be received in those markets and as such, relatively easily adaptable. So, what does the future hold for the marketing of this well-loved brand? Barbadians can look out for more exciting campaigns and opportunities to win and save with their beloved Farmer’s Choice brand. The Taste of Happiness for All Generations!

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Ingredients • 2 Farmer’s Choice Pork Nuggets • 3 sweet potatoes • salt • Oil for frying • 3 oz. Barbecue sauce Directions Heat oil to medium heat. Wash, peel and cut sweet potatoes into fries. Place into oil slowly and fry until crispy but still white. Remove from oil and place to rest. Place Farmer’s Choice Pork Nuggets into oil and cook for 7 mins or until done and remove. Place cooked sweet potato fries back into oil and fry again until they have a light golden brown colour. In a pan place barbecue sauce and heat, add nuggets and toss them until they are fully coated. Serve the nuggets and fries hot and enjoy.

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In 1983, the world’s population was 4.7 billion. Thirty five years later and that number has nearly doubled. The world moves ever more quickly into the future, yet the forethought of Farmer’s Choice has kept them ahead of the curve and at the top of the wave of quality products for all these years. For Leslie Proverbs, Production General Manager for HIPAC, the long lasting popularity of Farmer’s Choice speaks to the quality of the product and the painstaking care take that has gone into their unrelenting innovation since the inception of Farmer’s Choice. “Over the years, we’ve developed many new products, some of which have stuck and some haven’t. The issue for us or for any producer in a small market is to find enough consumers for a particular product to make it worthwhile,” said Proverbs. “We’ve had some amazing products that have unfortunately had to be discontinued,” he said. Things like beef ham and other products fell by the wayside, but were no less innovative with the always familiar experience of flavour from Farmer’s Choice.” According to Proverbs, “Our traditional standout products have always been our ham, bacon, and hot dog sausages. When we started with these products, it took us a while to perfect the product before releasing it. Those formulations have basically stayed the same all these years. “The only thing that we have

changed is the sodium content,” he continued. “When we started, the driver behind the brand, Mr. Mayers, said that Bajans were eating too much salt and fat. So, when we started, our salt content was very modest. Our sausages have always been very low in fat, much lower than North American equivalents. We built our products that way.” Farmer’s Choice was ahead of the health game by recognising a need to minimise sodium from the get-go. Across the globe, governments and companies are always discovering new things through innovation. Reduction in sodium and certain fats is part of a health movement that Farmer’s Choice had already initially implemented. Even though they started out with modest amounts, Farmer’s Choice has been able to reduce sodium and still maintain the excellent products, full of flavour, for 35 years. “These days, our flagships are ham, bacon, and chicken nuggets,” said Proverbs. Chicken fillets, chicken sticks, and so much more have joined the Farmer’s Choice family line to provide a little something for everyone and every occasion. “Products like our turkey burgers are something that we started and maintained, because we know there is a smaller

market out there, but it is still desired. We have Turkey Breakfast Strips because we recognise that it is not bacon, but it gives someone, who is either from a health standpoint or perhaps those that don’t eat pork for religious reasons, an option to have something that tastes pretty good and goes well with breakfast,” he said. “What we’ve tried to do is to figure out what alternatives people may be interested in. We make over a hundred different products. We’ve even gotten into seafood with fish nuggets and fish sticks. One of our relatively new ones is the pork nuggets, another is cocktail sausages.” For non-meat eaters in the family, Farmer’s Choice makes veggie burgers and veggie nuggets, which are very close to ‘real’ chicken nuggets. “We have chicken drumettes, chicken fillets, and we’re always looking to innovate. We are always trying on products for size to see how they go,” said Proverbs. “We feel indebted to the public that has relentlessly supported us through all this time. It is really the consumers that have made it possible. We’re very grateful, so we do our best to give them what they like.”

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ALTHOUGH Farmer’s Choice is most known in Barbados for its popular picnic ham, there are several categories of products and over 100 specific key units produced under the Farmer’s Choice brand. Whether you love chicken, pork, beef, shrimp, fish or even vegetarian products, you will find great choices in the Farmer’s Choice range. In addition to what you buy for yourself and

• 8 Farmer’s Choice Turkey Breakfasts Strips • Farmer’s Choice Turkey Breasts Chunks (diced) • 4 oz. spinach • 1 onion • 4 tortilla wraps • 3 oz. cheddar cheese • 2 oz. Mayonnaise • Bajan Pepper sauce

Fry the Farmer’s Choice Turkey Breakfast Strips in a pan until cooked. Set aside to cool. Chop the onions and pick spinach. Mix the, Cheddar, onions, spinach. Spread each wrap with mayonnaise and pepper sauce mixed. Add Turkey Breakfast Strips bacon and diced turkey and cheese and spinach filling. Roll up the wraps and slice in half. Serve with a salad.

your family for use at home or for special events, you are also likely to experience Farmer’s Choice products when you visit several restaurants and hotels across the island, as well as some of the most popular Barbadian vendors. Farmer’s Choice invites you to try the recipes throughout this feature and experience the taste of happiness for all generations for yourself!

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Hanschell Inniss Ensures Islandwide Distribution Hanschell Inniss Limited is a leading distribution company operating in the distribution of fast-moving consumer goods in the local market. With over 134 years of distribution experience, Hanschell Inniss has achieved sound growth and development goals of major local, regional and international brands. As the distribution partner of Farmer’s Choice, the company covers retail, food service (hospitality segment), institutional business and the vast network of small shops, bars and convenience stores across the island. Its organisational structure provides the ability for its sales and marketing teams to pay close attention and facilitate effective islandwide availability of Farmer’s Choice items to its consumers. Message from HIL CEO, Vidia Woods IN 1983, HIPAC Limited launched the Farmer’s Choice brand and from inception, Hanschell Inniss Limited has been the local distributor and partner for the brand. From humble beginnings in 1983 to now, partnership has been the hallmark of our relationship. Together over the years, we have expanded the range of products offered by Farmer’s Choice and have continuously brought high quality products to the local market. This partnership has carried Farmer’s Choice into many homes across the island to a point where the brand feels like a part of the family; that Bajan Tradition. As we reflect on the first 35 years with pride, we eagerly look forward to our continued partnership for the next 35 years and beyond, as we continue to build on the lessons that experience has taught both companies. We are extremely proud of the development of Farmer’s Choice and the collaboration that is mutually done to strengthen the brand to ensure continued customer satisfaction. From strength to strength, we will continue to grow and develop together as the Farmer’s Choice brand continues being a Bajan Tradition.

Congratulations to Farmer’s Choice

on 35 years feeding Barbados.

caribsupply CHEAPSIDE, BRIDGETOWN Tel: 436-6788

sales@caribsupply.com • www.caribsupply.com

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FARMER’S CHOICE remains cognisant of the fact that the success of the brand would not have been possible without the acceptance and support of the Barbadian public. It is in recognition of this support that giving back to the Barbadian community continues to remain a priority for the brand. From church activities and functions to school fairs and various charities, Farmer’s Choice is always willing to assist. In addition to these one-time donations, Farmer’s Choice has also formed successful longterm partnerships with several organisations, in an effort to assist the less fortunate in our communities. Partnerships with the Salvation Army and the Lions Club of Barbados South ensure that during ham season every year, less fortunate Barbadians, especially the elderly, are still able to enjoy the mouthwatering Farmer’s Choice ham at Christmas. Mischa Knight, Sales and Marketing Manager stated: “We never want to take for granted the fact that so many in our society still need a helping hand and every small act of kindness can go a long way. “ Lion Corlish Grazette - Public Service and Welfare Committee Chairperson of the Lions Club of Barbados South, expressed the organisation’s gratitude while thanking Farmer’s Choice for partnering on this initiative for the last five years. She stated: “Farmer’s Choice ham is great, it’s the best and we love and support the brand fully. Our less fortunate persons always look forward to the tasty freshly baked ham for Christmas morning.” Farmer’s Choice also holds a special

Congratulations

place in the heart of many of the island’s children as their Chicken Nugget and Hot Dog brand of choice. “We are especially passionate about assisting with the development of our Nation’s youth as we believe that they are the future. This passion led to the formation of an ongoing partnership with the Samuel Jackman Prescod Institute of Technology through the creation of our scholarship in Agriculture. This is the brand’s way of giving back to young adults who show an interest in the very important agricultural sector.” Through these various forms of support, Farmer’s Choice has become an integral part of the Barbadian community over the past 35 years and we look forward to continuing to make a contribution to communities and individuals across Barbados in the years to come. This is all part of what makes us such a Bajan Tradition!

On your 35th Anniversary From the Management and Staff of Tropical Shipping