international blends that go beyond traditional Caribbean profiles. New ranges such as a Hakkainspired line and a Mediterranean line featuring spices like sumac are in various stages of launch and testing. “In Trinidad and Tobago, you can drive down any street and find Spanish food, Chinese food, Middle Eastern food, Indian food, and local Creole dishes,” Mohamed says. “Launching international blends keeps us in step with how people actually eat today.” This approach acknowledges that Chief’s consumers now span the globe. Whether shopping in Port of Spain, New York, Toronto, or London, they are increasingly looking for products that reflect both their Caribbean roots and their international tastes. Chief is investing heavily in research and development to ensure its product pipeline satisfies both impulses. SUSTAINABILITY, DIGITAL TRANSFORMATION, AND THE ROAD AHEAD The company’s forward-looking agenda extends into sustainability and digital transformation. Chief is actively exploring eco-friendly packaging solutions, aiming to reduce single-use plastics and incorporate biodegradable labels and shrink wraps wherever feasible. These initiatives are being pursued while maintaining the rigorous quality and safety standards for which the brand is known. On the marketing front, Chief is undergoing a significant evolution. Historically strong in traditional channels such as print and television, the company is now investing in digital marketing and e-commerce capabilities.A growing social media presence allows for more direct engagement with consumers, while digital campaigns and collaborations across the Caribbean help reinforce brand relevance with younger, more connected audiences. Photo Credit: Neeshad Mohammed Photography 22 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 12
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