Caren Balfour,
The International Business Alchemist
Caren Balfour's entrepreneurial journey exemplifies tenacity, foresight, and dedication to family and community upliftment. Her story, spanning diverse business ventures in Jamaica before establishing a thriving seasoning company in the UK, powerfully illustrates the drive to create enduring impact. Echoing W. E. B. Du Bois's 1899 quote about circulating dollars within communities, Caren and her husband George view Jamaica Valley as more than a business—it's a commitment to Black economic empowerment and a lasting legacy.
Caren's entrepreneurial spark began in her twenties as a business travel consultant. After September 11th transformed the industry, she left her job, inspired by her entrepreneur husband George, and relocated to Jamaica.
Her first major project was conceptualizing 'Completely Classified,' an online classified magazine. However, a Kingston printer advised against it, explaining that Jamaica wasn't ready for widespread internet usage in 2003-2004. Pivoting quickly, Caren opened Lavel's Auto Parts in Runaway Bay using funds from selling her UK house. The business flourished, leading to expanded ventures including George's used tyre imports from the UK, a bar, restaurant, and tow truck operation.
Despite success, Jamaica's challenging business landscape - marked by politics and red tape - proved overwhelming. A critical setback occurred when two containers of imported tires were held at the wharf, which Caren believes was politically motivated due to their success impacting the new tyre market. This became the "thing that broke the camel's back," prompting their return to the UK.
Birth of Jamaica Valley
Back in the UK, Caren briefly worked as a fitness instructor but remained determined to avoid traditional employment. In 2016, she and George launched Jamaica Valley, recognizing a market void for authentic Jamaican products, particularly seasonings. They observed that quality Jamaican producers existed but weren't effectively reaching international markets.
Jamaica Valley started with just £600 capital. Early shipments consisted of approximately eight 50kg sacks of seasoning air-freighted from Jamaica. Caren packaged these in her kitchen with help from her children (all under 12), creating retail bags sold competitively at 99 pence. Their core belief was that product quality would ensure repeat customers.
Building Distribution and Growth
Distribution building was hands-on, led primarily by George. He visited supermarkets around London, asking owners—often Asian shopkeepers—to stock their seasonings. Retailers demanded consistency: if products sold, they needed reliable supply. George's persistence and rapport-building skills proved crucial as they expanded from London to Birmingham and Manchester, targeting areas with significant Caribbean populations.
Caren admitted stopping direct sales work because she took rejections personally, while George maintained a "water off a duck's back" attitude. Their operations evolved from kitchen to shed, then larger facilities, culminating in their current warehouse.
Commitment to Authenticity and Quality
Jamaica Valley's foundation rests on unwavering commitment to authenticity and quality. Their seasonings are distinguished by the absence of MSG and added salt. Caren emphasized that the salty taste in many seasonings does not come from MSG, explaining that true seasoning focuses on herbs and spices, with salt added separately.
They use sea salt and advise customers to add it themselves. All seasonings are vegan, including those for meat, containing spices designed to complement specific flavours. The family's personal use of all products reinforces quality control, and they actively incorporate customer feedback.
Their dedication extends to exceptional customer service. Caren confidently stated it would be "extremely difficult to find somebody who has purchased anything from Valley to say that our customer service has not been 100%."
"So yeah, that's just how it started. It didn't start big. It started really small. It started with £600, which is what I always tell people. Jamaica Valley started with £600."
Legacy and Community Impact
Beyond products, Jamaica Valley embodies legacy and Black community support. Caren's upbringing included Saturday school teaching Black history, and Charmaine and Mark Simpson's Black History Studies significantly increased her awareness of Black economic power. This drive to build something lasting for her children is paramount.
Her daughter serves as operations manager, while her son works part-time at the warehouse. She wants them to understand the effort involved and continue Jamaica Valley as a "Black family business."
Caren shared her perception of the dearth of legacy businesses within the UK Black community, resolving that Jamaica Valley will not be sold.
Brand Building and Market Education
Establishing the brand involved increasing visibility and market education. Caren noted the impact of customers requesting their products in supermarkets. While early social media was effective, she acknowledged that current "pay-to-play" models make reaching customers more challenging.
Despite preferring to stay behind the scenes, Caren consciously became more public-facing, particularly on LinkedIn, understanding the need for the founder to tell the brand's story. She initially worried her British accent might compromise authenticity compared to her Jamaican husband.
Future Ambitions
Looking ahead, Caren and George harbour significant ambitions. For Jamaica Valley, they plan distribution expansion into African and Middle East regions. They recently partnered with Jumbo Foods as UK distributor, with initial shipments selling out rapidly, confirming the brand's appeal.
Beyond seasoning, they're investing in Jamaica, including a concrete block building factory in St. Ann and luxury apartment developments
in St. Mary, strategically located near the expanding James Bond airport.
George's China trip aims to acquire another block machine to meet high demand.
"I think once you have a reason for having your business and it is as big as saying it's legacy company, you don't treat it like it's a small business. You treat it like it's a big business day one."
Lessons and Philosophy
Caren's journey represents continuous learning, reflecting on the difference between making mistakes in her twenties versus later in life, where stakes and consequences are higher. She's encouraged her children's entrepreneurial spirit early, sharing about her son's business importing Jamaican cheese at age 11—including tough lessons when customs seized a shipment.
Regarding supporting Black-owned businesses, Caren argued that being Black-owned is insufficient; businesses must effectively meet market needs, be competitive, and educate customers. Jamaica Valley is priced reasonably for accessibility, not higher simply because it's Black-owned. The goal is providing quality and value that makes customers choose to buy, rather than expecting support from obligation.
Caren Balfour's journey exemplifies resilience, strategic thinking, and purpose-driven commitment. From navigating Jamaican challenges to building Jamaica Valley's respected UK brand, she and her family are dedicated to creating lasting legacy, circulating resources within the Black community, and providing authentic, high-quality products. Their story inspires through demonstrating that success builds on hard work, adaptability, strong products, unwavering customer service, and clear future vision.
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