The Caribbean’s largest tea producer, Caribbean Dreams Foods Ltd, a subsidiary of Jamaican Teas Ltd, possesses an unwavering commitment to innovation and quality. Jonathan Mahfood, Commercial General Manager, spills the tea on the company’s growth journey.
SIPS OF ISLAND BLISS
The Jamaican beverage market has significantly evolved in the last 30 years, particularly the black tea sector, where consumers are now looking for hot drinks that offer functional benefits, support a healthy lifestyle, and deliver unique flavors.
Despite heightened industry competition from overseas imports, especially from Asia, there is greater awareness around and focus on local brands and ingredients.
“The Caribbean consumer is more informed and looking for quality, consistency, and purpose in the products they choose,” opens Jonathan Mahfood, Commercial General Manager of Caribbean Dreams Foods Ltd (CDFL), the region’s leading tea producer.
Established in 1967 under the name Universal Foods, the company initially exclusively produced black teas under license for major tea brand Tetley.
When Mahfood’s grandfather, Abeeb, and father, John, acquired the business in 1995, they saw the opportunity to do something much bigger.
“It had solid roots but was underdeveloped. They saw the chance to scale it up and build a company that could compete not only in Jamaica but across international markets,” he elaborates.
Their focus was to modernize the operation, create value-added products, and establish a platform that could export Jamaican-made goods to the diaspora and beyond.
“The acquisition was about unlocking potential and creating a long-term growth model built on quality and consistency, while the goal was to bring the taste of home to all islanders here and abroad.”
AN EXPANSIVE PORTFOLIO
Jamaican Teas Ltd (JTL) is listed on the Jamaican Stock Exchange (JSE) and CDFL is a key subsdiary of its four divisions.
CDFL is responsible for the operation of the company brand, Tetley products under license, and the manufacturing operations of other brands on behalf of JTL.
Shoppers Delite, meanwhile, is JTL’s retail supermarket division in Jamaica, while H. Mahfood and Sons handles its real estate portfolio.
QWI Investments, which is also listed on the JSE, manages a diversified portfolio of equity investments on behalf of JTL.
Employing over 160 people, CDFL supplies both local and global markets and holds a diverse client base that includes major distributors, supermarkets, and food service providers across the Caribbean, Americas, UK, and more.
Manufacturing over 40 different types of teas, the company is differentiated by its ability to operate at scale and a level of certification that few of its competitors are able to achieve.
Indeed, CDFL utilizes in-market activity, trade marketing, and distributor support to ensure its products not only reach supermarket shelves but stay there – without shying away from innovation.
“Whether it’s our wellness teas or value-added pantry items, we’re always looking to bring something new and relevant to the consumer. This focus on innovation should excite our partners and customers about future products we will bring to the market,” Mahfood shares.
PIPING HOT POTENTIAL
In 2024, CDFL made the strategic decision to move its dry pack and tea operations to a new facility located in Temple Hall in the parish of Saint Andrew.
This relocation was a highly significant investment in the future as it provides the company with greater capacity, improved workflow, and the infrastructure to meet growing international demand.
“It sets the foundation for expanding our product lines and bringing in new co-manufacturing clients. The facility also means we are more efficient and better equipped for export readiness,” Mahfood expands.
CDFL’s solar power investment, meanwhile, helps it to reduce electricity costs and lower its environmental footprint. As a manufacturer, this not only matters for cost control but also long-term sustainability.
The new facility is currently approximately 50 percent solar powered, with plans to expand this further in the near future.
This emphasis on eco-friendly operations also aligns with the expectations of CDFL’s global customers, who are increasingly focused on working with brands that have responsible practices in place.
SUPPORTING COMMUNITIES
CDFL is equally keen to meet the needs of the local communities, supporting several local schools, youth sports initiatives, and community events, as well as donating products to health fairs and wellness programs across the region.
“Within the company, we’ve implemented employee development programs, health insurance, and performance incentives to ensure both the community and our team are supported in meaningful ways,” Mahfood highlights.
Looking ahead, the company has a keen focus on growing exports, increasing distribution, and developing new product lines.
It also strives to improve operational efficiency and continue building strong relationships in each of its markets.
“Another key area is digital transformation. We’re investing in better data systems, updated marketing materials, and product packaging that supports both retail and e-commerce growth,” he concludes.
