Canadian-based business, Cool Runnings Foods has been offering over 300 products, including spices, seasonings, sauces, drinks and much more, for three decades now. Paul is the genius behind Cool Runnings Foods, who comes from a business-oriented family.
Growing up, Paul saw his family buying various ingredients in bulk and repackaging them in smaller quantities to sell in their store. This motivated him at an early age to do something different. Around the time he was attending high school, Paul started sourcing barley flour and glucose locally. He would package and export it to Caribbean countries such as Guyana, Trinidad and Tobago.
However, it was after high school that he decided to establish his business and opted not to attend university. Initially, the company started out of friend’s garage. However, with time, Cool Runnings Foods expanded and moved to a bigger space. Paul was well connected with his people and culture, so he decided to sell his products locally as well. But soon, he realized there wasn’t much of a market for barley flour and glucose.
One day, while passing by an Indian spice store, he noticed they sold their spices in bulk, which were quite popular among the customers. Something clicked, and he thought of venturing into selling spices and seasonings. Focusing more on local markets seemed to be a better option, as dealing with foreign buyers meant a long wait till payment.
There is no denying that any successful business requires to continuously employ ways to expand sales to existing and new customers – this is precisely what Paul did. At thetime, Jamaicans were the largest group of Caribbeans residing in Toronto, and he shifted his focus to catering to that demographic. Jamaicans are proud of loved their food and willingly spend on spices and seasonings. That’s how the name ‘Cool Runnings Foods’ was born – cool runnings is a term commonly used in Jamaica.
Paul is a self-made entrepreneur. Initially, he managed his finances by borrowing from friends and family; however, he put in his sweat and blood to establish his business. Cool Runnings Foods has managed to maintain its unique class by focusing on the Caribbean spices niche. With the influx of immigrant demographics in Canada, Paul saw more opportunities to cater to different niches. So he created ‘Mekong’ to cater to the East Asian market and ‘British Class’ for the South Asian market.
The best part about the brand is its uniqueness, as it allows them to compete in multiple markets without confusing the customer. Their specialty is their distinctive seasonings and blends, which are made with quality ingredients. Their unique flavours give customers a sense of familiarity and nostalgia as it takes them back to their homeland!
The company is expanding its business almost every day hopes to introduce more people to authentic Caribbean flavors and much more.