Diasporic Entrepreneurship in the Caribbean - Firm Profiles.pdf Vol 2 | Page 17

Agro-processing Firms

Main Products/Services:
Jamaican patties, jerk chicken and bread.
Location:
Bronx, New York City, USA
Employment:
220 persons (Main Factory, Bronx, New York)
Target Market:
West Indians living in the USA
Diasporic Market Analysis:
Golden Krust has been successful in adopting
a franchising strategy with the diaspora as
its core market. The company has a standard
research methodology that targets and
follows the Caribbean diaspora. The product
is sold in 120,000 supermarkets in the USA,
including lead supermarkets such as Dollar
Tree, Win Dixie, Publix, Costco, Pigley Wigley,
and Shoprite. In addition, Golden Krust
franchises its brand mainly to West Indians,
predominately Jamaicans, living in the USA.
In addition, as part of its policy to fully integrate
Jamaica into its marketing sphere, “Bigga”
Soft Drink and the Gleaner newspaper are
imported from Jamaica to target the creation of
an authentic Jamaican experience and cater to
taste of the diasporic consumers.
Competitive Edge:
Golden Krust Bakery maintains its competitive
edge by:

Diasporic Market Analysis:
Since the company’s inception in 1989, it
has supported multiple programmes and
charities throughout the Caribbean and
mainly is the diaspora communities of the
USA. As the company has grown into an
international institution, and the needs of
loyal customers became more evident, it
adjusted its structure to cater to these needs.
As these needs grew, it became necessary
for the company to establish an associated
institution dedicated solely to serving the
communities in which it operates; the Mavis
and Ephraim Hawthrone Foundation was
therefore formed in 2005. The Foundation
is committed to offering educational
scholarships, and the development of
community programmes geared at providing
social services. The Foundation also lends its
support to various activities including those
related to cancer awareness.

• Providing consumers with authentic, tasty
Jamaican patties and relevant Caribbean
cuisine in convenient settings and sizes;
• Maintaining outstanding, predictable
customer service;
• Providing employees with a rewarding,
enjoyable aspirational environment;
• Offering stakeholders a superior return on
their investments;
• Having a family oriented business model.

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