neighbours. Nearly seven decades later, that same hands-on ethos still guides a company that has become a household name across the Caribbean diaspora and beyond. “Chief Brand Products was founded in 1957 with a simple mission – to bring authentic Caribbean flavors to every kitchen,” says Marketing Manager, Nyla Mohamed. “What started as a small cottage industry has grown into a huge legacy built on quality, tradition, and innovation. We’ve become a household name, but we’ve never lost that familyowned spirit.” Today, under the leadership of Executive Chairman Roshan Khan, Saeed’s son, Chief Brand Products remains proudly family-owned and firmly rooted in its Trinidadian heritage, even as it modernizes, diversifies, and expands its global reach. A CARIBBEAN CLASSIC WITH WORLDWIDE REACH In its home market, Chief Brand Products is ubiquitous. The company supplies both islands of the twin-island Republic of Trinidad and Tobago, serving everything from small village shops to major supermarket chains. The brand is firmly established as the primary provider of spices and curry in the country, occupying shelf space in everything from small downtrend groceries to the largest retail outlets. Across CARICOM, Chief’s presence is just as strong. Its products can be found up and down the Caribbean, with Guyana emerging as its single largest CARICOM customer. Beyond the region, the company has successfully penetrated major export markets and today enjoys a strong presence in the United States, Canada, and the United Kingdom. That reach is supported by a remarkably broad product portfolio. Chief now offers more than 150 SKUs, spanning dry spices, curry powders, seasoning blends, sauces, green seasonings, and ready-to-use marinades and mixes. In addition, the company manufactures a growing snack line that has gained popularity in the wider Caribbean, expanding Chief’s brand presence into new consumption occasions and demographics. “We’re not only into spices and curry,” Mohamed notes. “We also manufacture snacks and have a snack line with a huge presence in the Caribbean market. We’ve positioned Chief as more than just ‘the curry factory’– we’re a full-spectrum Caribbean flavor house.” FROM HAND-MIXED TO HIGH-TECH – WITHOUT LOSING THE SOUL For Chief Brand Products, innovation begins in the factory but never comes at the expense of taste or 17 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 12 CHIEF BRAND PRODUCTS
RkJQdWJsaXNoZXIy MTI5MjAx