Agri-Businesses Showcased At Christmas In July Trade Show

Among the bustling booths and buyers, small business agro-processors stood out at the recently held Christmas in July Trade Show with eye-catching packages and the profound stories that make their brands unique.

They were among scores of micro, small and medium-sized enterprises (MSMEs) that gathered at The Jamaica Pegasus hotel in New Kingston for the annual event, which provides a platform to connect and make deals with corporate companies, government agencies and hoteliers.

As the Ministry of Agriculture, Fisheries and Mining and the Ministry of Industry, Investment and Commerce have consistently pushed for more value-added production, these entrepreneurs are proving that agriculture is no longer just about selling raw produce at the market gate.

Among the agro-processors was Garfield Seivwright Jr., a chef by profession and the founder of the CrEATe Sweet Scotch Bonnet Sauce.

He shares with JIS News that he formulated the sauce after looking at the Jamaican market and found that the majority of the sauces using hot pepper were more focused on the heat.

“When you realise that heat is not necessarily a flavour; heat is a sensation and sensation is burn. So, with CrEATe Sweet Scotch Bonnet Sauce, I focus on the fundamental of building flavours,” Mr. Seivwright Jr. says.

He explains that the Scotch bonnet pepper is fermented in sugar to build the sauce’s sweet profile, while retaining enough heat to create a versatile, sweet-and-spicy flavour that pairs well with various meats.

Mr. Seivwright Jr. states that he took the creation and branding of the sauce more seriously during the COVID-19 pandemic, after he would receive compliments on the then secret sauce at events he catered.

“During COVID, the Rural Agricultural Development Authority (RADA) offered young farmers an opportunity in Clarks Town, Trelawny, to grow potatoes, Scotch bonnet [and] okra. My business partner [and I] at the time…, took advantage of that, and we started growing Scotch bonnet pepper,” the chef explains.

The transparency of his brand is reflected in the packaging, as he deliberately uses a clear plastic seal so consumers can see exactly what they are eating.

The CrEATe Sweet Scotch Bonnet Sauce can be found locally on various supermarket shelves, restaurants and other stores across Kingston and St. Andrew, including Uncorked, The Butcher Shoppe, The Rum Yard, Fresh Approach and Lee’s Supermarket.

He also distributes his product in two stores in New York and another in Florida.

“We’re just scaling as rapidly and more consistently as possible, and this is how I want to turn Garfield and the business and everything else into a legacy. I created this so that we can be in more rooms and more tables at once because I’m only one person, so this [brand] allows me to be all over the world,” he says.

His message to other agro-processors who are struggling to start their business is to “find your niche and do market research to find out what is missing. I’m a foodie and I can’t manage Scotch bonnet pepper, and this is why I came up with this”.

Mahalia Gordon, Managing Director of MahGord’s also established her business out of necessity. Twelve years ago, she developed an allergy to commercial powdered seasonings.

Rather than give up seasoned food, she went into her kitchen, whipped up her own all-natural blend and launched her company.

Based in Clarendon, MahGord’s curates 100 per cent Jamaican-based, all-natural seasonings and sauces.

For Ms. Gordon, agribusiness is deeply relational, she makes it a priority to visit the farms herself to buy scallion, thyme and ginger directly from local producers.

“There’s just some connection with me interacting with the farmers… . After [purchasing], we would go to the agro-processing plant that’s in Ebony Park and engage the trainees there. They are the ones that we use to assist us with the production,” Ms. Gordon says, explaining the process of her business.

Exhibiting for the second time at Christmas in July, Ms. Gordon credits the trade show for completely shifting the trajectory of her business.

She explains that after a previous staging, a distributor fell in love with her product and championing its potential, successfully pushed to get MahGord’s onto retail shelves.

“We’re at the airport, Lee’s Food Fair on Washington Boulevard and Fresh Approach on Constant Spring Road. We’re in May Pen at the Young’s Pharmacy [and] right here in The Pegasus gift shop. We’re pretty much getting into everywhere,” Ms. Gordon says.

Her advice to potential agro-processors is, “endure the challenges and the hurdles, it will be all worth it. The market is quite competitive, and you will find persons doing pretty much the same thing. However, just try to stand out, be you and be authentic”.

For Joseph Smith, owner of Aunt Delcie’s Spices, entering the agro-processing sector seven years ago was a direct response to an agricultural reality – food waste.

“One of the reasons why we decided to go into agriculture is that most of the raw materials in agriculture have been wasted,” Mr. Smith notes.

“We decided to basically use all these agricultural products and make it value added. Now, if we didn’t add value to it, it would have been non-existent… [and] our products last over two years,” he adds.

Operating out of Clarendon, Aunt Delcie’s Spices produce items such as cinnamon powder, turmeric, ginger, nutmeg and cayenne pepper, all with zero preservatives and additives.

However, over the last two years, Mr. Smith has expanded into the health food market by introducing a gluten-free line featuring cassava, breadfruit and sweet potato flours.

Christmas in July has proven to be a lucrative platform for the brand. Participating for the third time, Mr. Smith emphasises that the trade show secured consistent, monthly orders with airport gift shops and local supermarkets.

His advice to individuals looking to enter agri-business is to prepare for hard work.

“If you’re ready to do hard work come onboard. It’s a lot of work but it is rewarding because when someone comes and says you have the best product in the country and you’re getting a financial reward, it’s beneficial,” he states.