Shavuot: A Story of Entrepreneurial Resilience and Innovation

Co-owner and Marketing Director of Shavuot International, Joel Harris, embodies the spirit of resilience and innovation that characterises the Jamaican entrepreneur.

His journey, which began in 2013 alongside his father, is a testament to the power of determination, learning from failure, and a commitment to community.

Speaking to JIS News, Mr. Harris says the partnership with his father was born out of necessity, following multiple business failures.

“Through those failures, I learned key, important lessons that drove my determination,” he reflects.

These experiences laid the foundation for a business that would not only thrive but also uplift those around him.

Relating his journey, Mr. Harris, who had studied marketing and entrepreneurship in university and had embarked on several unsuccessful business ventures, decided to join his father, who had recently retired, in growing various produce such as sweet potatoes, pumpkins, Scotch bonnet pepper, and sweet pepper.

This gave birth to Shavuot Farms.

The duo faced numerous obstacles, from unpredictable weather patterns to praedial larceny, yet these challenges only fueled their desire to innovate and create a sustainable business model.

The turning point for Shavuot Farms came during Jamaica’s ‘Grow Jamaica’ campaign in 2020.

This initiative encouraged local agriculture and provided the perfect backdrop for Mr. Harris and his father to expand their operations.

They secured approximately 165 acres across multiple locations in Jamaica, including Clarendon and St. Mary.

“We started doing particularly well,” he recalls, noting that they began supplying local supermarkets with fresh produce.

Initially, Mr. Harris handled deliveries himself, filling his car with produce and driving around Kingston at all hours.

“I was packaging onions at two o’clock in the morning for delivery at eight,” he shares with a chuckle.

This hands-on approach not only taught him about logistics but also deepened his connection to the community and the land.

Recognising the need for value-added products to mitigate risks associated with farming, Mr. Harris launched Shavuot International Holdings – Shavuot Farms’ manufacturing arm.

This strategic move allowed the company to process Jamaican raw produce into high-quality teas, seasonings and oils.

One of Shavuot Farms’ standout products is its turmeric tea, which has garnered international acclaim, recognised as one of the best quality turmeric teas globally.

The quality is attributed not only to Jamaica’s unique soil and climate but also to the company’s meticulous cultivation techniques.

The company has expanded its reach significantly over the years from local markets to international ones across North America and Europe.

Shavuot Farms has also achieved several certifications, including kosher certification, positioning the entity as a leader in quality assurance within the agricultural sector.

Beyond business success, Mr. Harris emphasises Shavuot Farms’ commitment to community development.

The company actively employs men and women from local communities, particularly in St. Mary, a region often overlooked by larger enterprises.

“Our goal is really simple – harvesting goodness,” he tells JIS News, reinforcing the company’s mission to create opportunities for those who need it most.

During the COVID-19 pandemic, Shavuot Farms partnered with Kingston Public Hospital (KPH) to provide turmeric tea for patients.

The results were promising, with studies indicating a significant reduction in mortality rates among those consuming the tea. “That shows how potent Jamaican products are,” Mr. Harris boasts.

The journey has not been without its hurdles. Mr. Harris acknowledges that agriculture is fraught with difficulties such as droughts and heavy rains that threaten crop yields.

However, he believes resilience is key. His experiences have shaped his philosophy on farming – one that encourages collaboration among small farmers and emphasises persistence.

He also credits the pivotal role played by his father, who taught him the values of hard work and perseverance from an early age.

The support from institutions like EXIM Bank has also been crucial in Shavuot Farms’ growth trajectory.

The bank’s initial loan facilitated participation in national awards such as the Nation Builders Award, a recognition that solidified the entity’s presence in Jamaica’s agricultural landscape.