By: PRISCILLA CHA FONG
Kingston-Miami Trading Co.
Manager of Product Development
and Brand Management
MIAMI – Not only is Jamaica proud of the worldwide recognition of Bob Marley and Reggae music but also of being home to two of the world’s fastest human beings. Maybe it’s the yellow yam. During the recent Olympic Games, the uniqueness of this Caribbean Island has enticed others from around the world with the exquisite flavor and culture of the Island, especially the food!
Jerk chicken or pork, oxtail and butterbeans and Caribbean style rice and peas have become typical items that have shown up on menus of independent restaurants and stores to chain restaurants and take out food in grocery stores. It is a myth that Caribbean foods are only available in urban areas populated by typically diverse populations. Caribbean cuisine, spices and culinary influence have grown by leaps and bounds from the era of categorizing Caribbean food as an idea of reminiscing about a vacation or as a way of transporting oneself to a much desired Caribbean Island.
Ethnic cuisine, including Caribbean food, is increasingly popular; take note at your next visit to the local supermarket. The availability of ethnic specialty foods is largely due to those mostly small businesses that have struggled for years to bring their products to the mainstream supermarkets. Patrick and Christine Cha-Fong, my parents, founded Kingston-Miami Trading Co. (KMT) twenty-six years ago with a commitment to provide authentic Caribbean food products that are premium quality and affordable.
Today, we boast having 18 exclusive company- owned brands and over 400 products SKUs including our popular Caribbean beverages such as Jamaican Country Style (JCS) Mango Juice Drink, Kola Champagne, Ginger Beer, Grapefruit Soda, Coconut Water and Instant Ginger Tea. KMT was the first to introduce special seasoning blends such as Oxtail & Stew Seasoning, Garlic, Escallion & Allspice, Port Royal Fish Frye and Boston Dry Jerk Seasoning to name a few. There are numerous companies that try to duplicate these unique flavors. Today there are imitations of these seasonings on the market but they are definitely not able to match our quality, consistency and affordability.
Manufacturing exceptional sauces is a tradition in our family. KMTs sauce products include JCS Hot Pepper Sauce, Crushed Hot Peppers, Boston Jerk Sauce, Hell Hot Sauce, Crushed Scotch Bonnet Peppers, Fish and Meat Sauce, Pimento Seasoning, Browning and Mushroom Soy Sauce. Our Grade “A” Coconut Milk is ranked number one when our product competes with other brands in the same market or store. It is available under several brands in order to cater to different nationalities and is renowned as a top quality product. In stores, one can find various coconut milk products at B, C, & D grades, lower quality grades, at higher prices.
Food and spice companies are responding to this strong interest by consumers and an array of new Caribbean food and spice products have popped up as new products in recent times. For those who have tried authentic Caribbean foods at least once, they can easily discern the difference between many of these imitation products that do not do accurately represent the product they claim to be, for instance, authentic jerk seasoning or real scotch bonnet pepper sauce. Many gourmet food sections carry higher end products that claim to be authentic Caribbean seasonings at a premium price. However, with the continually bleak economic news, many people are looking for affordable foods whether they are ethnic or staple food items. The bottom line is that consumers want great products at a reasonable price.
It gives my family and me a profound sense of cultural pride and satisfaction to continue working diligently to bring authentic and affordable Caribbean foods to all areas where customers are seeking our products.
The consumer response from Miami to Wisconsin to Latin America, the Caribbean and even Europe is astounding. Many factors have proven the importance of the Caribbean food market, including significantly higher profit margins compared to staple food items, consumers’ preference to do “one-stop shopping” for all their food items, and the significant recognition today for Caribbean foods.
The appeal of Caribbean foods, as with many other ethnic foods, is widespread not only because of the demand of the growing number of Caribbean immigrants but also because of the average consumer’s demand for ethnic foods regardless of their cultural background. Caribbean cuisine is influenced by African,West Indies, Asian and other cultural influences and appeals to all types of consumers looking for foods with savory flavors, including but not limited to spicy flavors alone.
Along with the increasingly diverse population of the United States and the world, Caribbean cuisine, a combination of a variety of cultural influences, will continue to be a prevalent food trend and a growing food market segment.
KMT products include the following brands: Jamaican Country Style®, Caribbean Exotic Gourmet®, Chef Pearl Chung®, Lion of Judah®,Trinidad Best®, Barbados Crop Over®, Trinidad Country Style®, Sak Pase®, Jamaicaway®, Guyanaway®, Mrs. Chris®, Jamaica Country Brand®, and more.
In summary, one of the key strategies in the Caribbean (English-Speaking) market is for retailers to understand the need of its customers and be able to deliver. KMT’s knowledge and expertise is invaluable. What is better than having first hand knowledge of how to capitalize on this fast growing niche market?
We welcome you to visit our website at www.kingstonmiami.com and discover the taste of the Caribbean.
PRISCILLA CHA FONG
Priscilla is a member of the Florida Regional Minority Business Council’s MBEIC (Minority Business Enterprise Input) Committee-South Florida Chapter. She earned her BA in Business Administration from the University of Miami and Masters in Business Taxation at the University of Southern California. She is a Certified Public Accountant and a Licensed Realtor. Her previous work experience including the Sun-Sentinal newspaper, working at Wealth and Tax Advisory Services (then a subsidiary of HSBC) in West Palm Beach, and being a senior associate at PricewaterhouseCoopers, LLC in Miami, FL.
Reprinted with permission as first published in Today’s Grocer 9/2008
