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PROOF MAGAZINE
15
Strong Foods Inc.
While breadfruit is a staple food in many cultures,
the starchy fruit is still a little-known secret for
much of the wider world. In the same way that
we associate gelato with Italy and croissants with
Paris, breadfruit could potentially function in the
same way for Barbados. This unassuming ground
provision has recently been called, “the food of the
future” by the Wall Street Journal and “the new
wonder food” by the Daily Mail. Funny enough,
while acknowledging that it has the potential to solve
the world’s hunger crisis, these same publications
have described it as “very, very bland”. But any
Bajan knows that that is far from the case. We can
pickle, steam, roast, bake and fry the hell out of
breadfruit and even though breadfruit is found all
over the world, branding just means we put our
stamp on it. After all, we have already mastered
it. We just need to start spreading the word that
Barbados is now ‘the official home of breadfruit’.
Strong Foods Inc. has taken the lead on this, by
creating a breadfruit product that is aesthetically-
appealing and palatable to an international audience.
“Yelluh Meat”, as their local eatery is called, is a
simple roadside eating establishment, that has
become a very popular “fast food” option. Their
signature dish, the “breadfruit bowl” (a roast
breadfruit cut in half, and topped with delicious
fillings like pulled pork, tuna gravy and black belly
lamb stew) has quickly become one of the most
sought-after meals across the island. They are ‘Bajan’
enough to be authentic, yet still modern enough to
appeal to a more global audience. Strong Foods Inc.
has successfully transformed a plain ‘ol breadfruit,
into something fresh, exciting and contemporary.
And it is these unique features we need to
identify, celebrate and, of course, sell. You know,
those experiences and moments that make you
think “it doesn’t get more Bajan than that”? Those
are the experiences that should start forming
the foundation of our brand because it is those
features of our culture that have staying power.
It means, though, that we need to start looking
at our culture a little differently —with fresh
eyes and an open mind. Cultures and countries
all over the world have shown us that ‘the old’
and ‘the new’, make a very wonderful pairing
when a little creativity is thrown in the mix. And
after all, what’s more authentically Bajan than
using what we already have and making magic?
‘BRANDING
BARBADOS’
The Brewhouse Barbados
The Brew House is an artisanal
microbrewery “dedicated to creating
fantastic, distinctive hand-crafted
ales one small batch at a time”.
Their beers are refreshing and have
creative names like “The Silver
Sands Pale Ale” and “Sam Lord’s
Smoked Porter” that give Brewhouse
beers that signature Bajan flair.
THE SENSES ISSUE