Pepe’s Marketing Ltd propelled to new heights

BAVINA SOOKDEO

Pepe’s Marketing Ltd, a popular name in Trinidad and Tobago’s food distribution industry, has a rich history that dates back to the 1960s.

The company, founded by Krishna Sadal, began as a modest family business in the Chaguanas and Tunapuna markets, selling basic commodities to market-goers.

Over the years, it has evolved into a premier importer and exporter of food products, serving both the local and Caribbean markets.

According to one of its current directors, Kris Sadal, participating in trade missions has been a crucial aspect of the company’s growth strategy.

Sadal told Business Day, "Our growth strategy has always had a facet of export and we have on a usual basis explored doing trade with the Caribbean. Over the last few years, however, it has become even more imperative for us due to the competitiveness in the industry.

"The trade missions offered by the TT Manufacturers’ Association and ExporTT have given avenues of acquiring new business with the help of various initiatives provided by the latter in association with the Ministry of Trade and Industry."

His company has participated in trade missions to Grenada, Suriname, Guyana, St Lucia, The Bahamas, Antigua and the Dominican Republic.

Asked to share his experience during the trade missions, Sadal said, "We have had great experiences during these trade missions such as being able to visit the ports, get connected with relevant governmental bodies to understand their trade requirements and needs, network with various stakeholders, visits to companies that are willing to conduct trade and explore the business landscape in these countries. We always leave each country with a great understanding of their needs."

Sadal added that the missions have offered valuable insights into the workings of the economy and its industries, and helped Pepe’s Marketing Ltd secure business in several Caribbean markets.

"Our exports have increased by approximately 120 per cent. We have been able to secure business out of our missions to Grenada, St Lucia, Guyana, Suriname and the Bahamas.

"There is great potential for our business in these markets, however, it is not an easy task to accomplish but through hard work, time and dedication we have succeeded.

"The missions provide the stepping-stone for starting up these relationships," he said.

This year, the company plans to utilise exporTT’s in-market promotions services which are designed to support market development activities of companies that have gained new buyers in new and existing markets.

The company has also benefited significantly from pre-arranged business matchmaking and business-to-business (B2B) meetings organised during each trade mission.

"This is one of the main reasons we attend the missions. We are linked with the relevant businesses through their assistance," Sadal said, noting that the meetings have helped the company connect with the right people and businesses, significantly reducing the effort required to find export opportunities.

Sadal reiterated that the support from the trade ministry and exporTT has also been instrumental in Pepe’s Marketing Ltd’s participation in trade missions. He said both entities have provided various incentives to promote export, such as marketing support, reduced levy on machinery and equipment, and higher certifications.

"As we continue to work with the ministry and exporTT, their support in these relevant areas has made it easier for business to occur with regards to export," he said. "The missions are well organised and structured from the airfare to accommodation to the handling of seminars and B2B meetings."

Asked if he would recommend the trade missions to other businesses, Sadal said, "We will recommend them to other businesses, both small and large, as the potential is huge. TT is a heavily industrialised economy that can provide many needed goods and services to the Caribbean and the TTMA does a great job of making this happen with the support of exporTT and the trade ministry."

Pepe’s Marketing Ltd offers a wide range of products, including food staples such as pulses, grains, edible oils, dried and glacé fruits, salted meats, produce, sugar, salt, cheese, pet foods and organic health foods. These products are available in both wholesale and retail sizes, catering to the needs of various customers, including supermarkets, processors, packers, restaurants, governmental institutions and health-conscious adults.

Sadal pointed out that the most in-demand exported products are its range of dried peas and beans and dried fruits. Additionally, the company’s range of health items is becoming increasingly popular.

"We meet the needs of every citizen in TT and the wider Caribbean,” Sadal said. With the vision of being a household name and the number one supplier of high-quality natural food products locally and regionally while promoting healthy lifestyles, Pepe’s Marketing Ltd’s mission is to provide high-quality natural food products free from harmful chemicals and additives.

As a leading player in the food distribution industry in TT and beyond, Pepe’s Marketing Ltd recognises the massive potential for growth in Caribbean markets.

"Our operations are heavily focused on serving the TT market, but there is much room for growth in the Caribbean for us. When we began to participate, we realised the potential for our own growth was massive. Most of our growth is focused on increasing our exports to these untapped markets, and we plan to continue down this road as it has been very successful for us," Sadal said.

Speaking on the company's future plans, Sadal said, "We plan to visit the rest of the islands within the Caribbean that we have not yet done any business with, including Jamaica, Aruba and Dominica. We are continuously introducing new products in our company. As we introduce them to TT’s market, we see how best we can fit these items into the different export markets where needed.

"We also have plans to introduce entirely new lines for export only. As we have the channels open and moving well, we understand the needs more and more and design our lines to fit the requirements of each market. While many markets can be similar, some are vastly different."