Diasporic Entrepreneurship in the Caribbean - Firm Profiles.pdf Vol 2 | Page 27

Agro-processing Firms

Main Products/Services:

Diasporic Market Analysis:

• Rum production

Initially DDL supplied bulk commodity rum
internationally; as world trade was liberalized,
it was recognized that the commodity rum
business was under threat. DDL decided
to upgrade its domestic brand to meet
international standards.

• DDL involved in distillery operations - the
initial company; from distillery knowledge/
operations DDL captured carbon dioxide
which arises from fermentation of
molasses; the carbon dioxide is used in
soft drinks manufacturing, sold to Pepsi
franchises in Guyana.
• DDL has a distribution system that
supports all of its outlets; also manufactures
juices.
• DDL uses alcohol to make vinegar that is
distributed locally and in some Caribbean
markets.
• DDL’s trading company represents
brands imported from abroad; DD has a
distribution structure which functions in
those countries to which DD exports.
• DDL is building Cash’ n Carry outlets,
where consumers can purchase goods at
wholesale prices.
• DDL uses its water- front property at the
Demarara Harbour as a private port for
containerized shipped products coming
from USA.
• DDL’s distribution company operates a
distribution fleet.
Location:
Guyana
Employment:
• Staff in Guyana- 1,200 persons
• Other markets- 12 persons
• 50% of the staff are women.

DDL studied the international market and
made decisions based on competitive market
pressures. Therefore DDL placed its rum
products at the top end of the international
rum market and directly entered the rum
market. The rum market is very complex
and heavily regulated. In the UK, entry into
the market is regulated by alcohol licensing
laws of the United Kingdom. In the USA, the
market is regulated by the Bureau of Alcohol,
Tobacco and Firearms, and in Canada, the
Alcohol and Gaming Commission regulates the
market.
As DDL sought to enter international markets,
DDL had to locate interested importers and
distributors; which proved very difficult
initially. In response to this challenge, DDL
established its own importing company in
USA, to access US market and employed
Guyanese living in the USA to monitor the
operations there.
Currently there are markets in Europe,
UK, USA and Canada, of which the North
American mark