A unique programme to take Caribbean food and drink on a culinary tour across the United Kingdom (UK), was launched in London, yesterday (March 9), at a special ceremony, held at the Jamaican High Commission.
Chief Executive Officer of World Foods and founder of the event,
Mr. Derek Morrison, told JIS News that the initiative, which was started in the summer of 2009, features cooking demonstrations and the sampling of a range of Jamaican and Caribbean foods. The event is hosted on the compound of branches of four of the major supermarket chains in the UK. The event is also held at selected high streets across London, Birmingham and Manchester.
“Last year it was a wonderful success. Eighty per cent of the people who sampled and visited the trailer were not of Caribbean heritage, so we’re helping to introduce people to Caribbean goods and taste,” Mr. Morrison said.
Chief Executive Officer of World Foods, Mr. Derek Morris, talks to JIS News about the 2010 Caribbean Cuisine Tour, which will visit several locations throughout the United Kingdom from May to August 2010.
He said last year’s tour visited some 23 venues and involved two of the major supermarket chains, Asda and Tesco. This year the tour will visit more than 30 venues and include two other major supermarket chains, Sainsbury and Morrison’s.
Mr. Morrison, whose parents are from St. Elizabeth, said he decided to initiate a programme to seriously market Jamaican and Caribbean foods and drinks following a 25-year career in marketing. He said the goal was to provide a top class service to raise the profile and prestige of Caribbean foods in the UK and Europe.
Minister of State in the Ministry of Industry, Investment and Commerce, Hon. Michael Stern (left), speaks to St. Kitts and Nevis High Commissioner to the United Kingdom, Dr. James Williams, at a reception held at the Jamaican High Commission, in London, to launch the 2010 Caribbean Cuisine Tour.
Minister of State in the Ministry of Industry, Investment and Commerce, Hon. Michael Stern, was the special guest at the launch. Mr. Stern is in London for the second Jamaica/United Kingdom Investment Forum, that is scheduled for Thursday, March 11.
Mr. Stern expressed support for the programme, noting that it was one way to introduce UK residents to Caribbean food and increase awareness of the rich diversity that it offers. According to Mr. Stern, the tour was an excellent marketing tool that will enhance the drive to increase the market for Jamaican and Caribbean products in Europe.
This year the Caribbean Cuisine Tour will start in Sydenham, in London, on May 28 and will end on August 21 with a special Caribbean food and drink festival in Islington, London.
Mr. Morrison said this year the cuisine tour will also raise funds to support the Haiti earthquake appeal.