Surrey-based Caribbean food brand looks to reach more Canadian shoppers

A diverse region where people are open to trying different cuisines gives Maureen Simon Foods an advantage, founder Maureen Simon says. Simon moved to Canada from Trinidad and Tobago in the 1970s and founded the Surrey-based business in the 1980s. It sells packaged foods reflecting her Trinidadian roots and heritage.

“We have people from all over the world. We have a good Caribbean population,” Simon said. “I appreciate it.” Her son Nicholas Simon, the family business’s director of sales, said they are working to change Canadians’ perceptions and position the products as mainstream.

The family has brought Caribbean flavours to major Canadian grocery stores and supermarkets through a fusion approach. Its handcrafted sauces and meat patties aim to capture the heat and energy of tropical sunshine and a beach day in summer — an atmosphere that, they say, “makes people happy.” Maureen Simon said her biggest challenge in running a business is maintaining discipline and keeping up with the market. Her son identified the company’s niche “specialty ethnic” branding as a key challenge.

The Simons want their products to catch up with the growing popularity of Chinese and East Indian foods in Canada. They hope people hearing “Caribbean food” will not think of a low-volume product, but of something with broader local appeal. Nicholas Simon said they do not have to compromise their identity; they need to meet Canadians where they are instead of asking Canadians to meet them.

The brand adds Caribbean flavour to foods Canadians already know. Its signature Rolliis patty, available at 7-Eleven stores across Canada, combines a Canadian-familiar sausage roll with a Jamaican beef patty.

As a child, Nicholas Simon watched his mother bring home customer feedback and creatively adapt traditional Trinidadian recipes to better suit Canadian tastes. He said she changed the jerk sauce, adding apple purée to make it sweeter and more “Canadian.” Selling directly to Canadians and receiving live feedback gave her a testing ground to develop the product line the business has today, he said.

Maureen Simon began her business journey as a caterer. Her 10 years selling at Granville Island gave her valuable insight into Canada’s food market. She recalled the mix of people there and said she learned a lot from working with them.

About a year ago, Maureen handed the business over to her son. Representing B.C., Nicholas placed third and won $25,000 at the Melamoon national pitch competition on Oct. 17. The competition, organized by the Federation of African Canadian Economics Coalition and BLAXPO, aims to support Black Canadian entrepreneurs with funding and opportunities.

Maureen Simon advised aspiring entrepreneurs that passion can be the start of a business, but working for yourself is difficult and requires patience and persistence. Nicholas added that entrepreneurs should know what they want their business to become. Some brands may start at farmers’ markets and enter local programs; others may aim to build a $10-million brand to sell their craft. He advised finding a good support system and being realistic about how far to take the business.