In February of 2023, Carolyn Kreuzkamp was working as a start-up consultant when she received a request from a Returned Peace Corps Volunteer (RPCV) colleague she could not ignore- an invitation to fly to Guyana and train local agro-processors and agro-preneurs on business planning, marketing, and financial modeling to best prepare them for successful export operations. The first-of-its-kind assignment would be implemented under USAID’s Farmer2Farmer program and was to commence within two (!) weeks. Luckily, Carolyn’s experience as a Rural Education Coordinator with Peace Corps China prepared her well for last minute assignments in new locations, and within two weeks she excitedly boarded a flight to Georgetown, Guyana, eager to begin her new assignment with the amazing locals of Guyana.
Project Statement
Due to Exxon’s discovery of its oil reserves in 2015, Guyana has one of the fastest growing economies in the world. According to the World Bank, the GDP growth rate of Guyana in 2021 was 20%. As GDP has rapidly increased, so has the need for working professionals to staff the growing economy. The shift from an agriculture-based economy to a professional services-based economy has resulted in a reduction in the time available for working individuals to prepare fresh meals at home. However, there is no reason both Guyanese locals and international workers alike shouldn’t have access to fresh, locally-prepared, ready-to-eat meals to keep them satiated and nourished to meet the demands of their busy working schedules.
Agro-processing- the method by which fresh food is transformed into preserved, shelf-stable products- is a scalable and effective solution that provides a path for farmers and local laborers to participate in, and see the fruits of, the growing economic opportunities in Guyana. Agro-processing allows farmers to actively participate in both the budding domestic and international markets through export agreements, innovation, and entrepreneurship. Unlike the “top down” economic model that oil and gas follow (large contracts paid to multinational conglomerates, large contractors, governments, etc.), agro-processing creates a “bottom up” model wherein revenue is generated for and by the people. Investing in agro-processing creates sustainable employment and professional opportunities for Guyanese citizens to have reliable access to capital to spend in both the domestic and international markets. It also helps control the wealth gap and poverty rate because the rapidly rising cost-of-living and inflation is kept at a minimum.
The Local Client: Ashdel Enterprises
Ashdel Enterprises is a Guyana-based agro-processor that was founded in 2021 by Grace Parris, a well-regarded professor of food science and agro-processing at the Guyanese School of Agriculture. Ms. Parris began her training in food preservation, product management, and agro-processing nearly two decades ago, and has multiple professional degrees from the University of Guyana, the Guyana School of Agriculture, and the University of the West Indies, with continuing certifications in lean management, monitoring and evaluation, and food preservation techniques from the Jamaican International Trade Center, the Guyanese Ministry of Finance, and the Washington State University, respectively. She founded Ashdel Enterprises to help create employment opportunities and bring reliable income streams to her local community while also creating generational wealth for her family.
Ashdel’s flagship product is the national dish of Guyana: Beef Pepper Pot. Pepper Pot is a delectable sweet and savory stew that is typically enjoyed around Christmas time. The dish takes hours to prepare and primarily uses the famous cassareep sauce which is made from cassava roots boiled down with clove, cinnamon, pepper, and brown sugar. Ashdel’s’ Pepper Pot takes the work out of Pepper Pot, leaving you to enjoy the spicy goodness of the meal without the time or the hassle. It’s recommended the dish be eaten along with rice, coco bread, or cassava bread. As of January 2023, Ashdel’s other SKUs include Veg Pepper Pot, Plantain Porridge (with milk), Plantain Porridge (plain), and Insta Chicken Soup Mix.
Assignment Deliverables
Kreuzkamp and Parris worked alongside the local Farmer2Farmer team to research, design, and evaluate a suite of deliverables that would be useful for both Ashdel’s and other Guyanese agro-processing companies seeking assistance with business mapping, including export planning. The deliverables from this assignment included 1) a 13-page business plan, 2) a breakeven financial analysis broken down by SKU, 3) a financial projection and cash planning model, 4) a US-based public and private grant audit, 5) a North American trade audit as it pertains to the export of both meat and veg-based agricultural products, and 6) a marketing “action” strategy to influence public opinion on ready-to-eat foods in Guyana.
Moving Forward
The meaningful experience of working with USAID partners in Guyana influenced Carolyn to seek out additional opportunities in international economic development and entrepreneurship education. She now proudly supports the mission of SBAIC as a Board Co-chair and looks forward to the incredible impact she and fellow SBAIC members will continue to achieve in 2024! Also, stay tuned in 2024 for the launch of Ashdel’s products in the Caribbean & North America!
Photos & Figures
Carolyn Kreuzkamp, President of C.Kreuz Consulting, stands with agro-preneur Grace Parris CEO of Ashdel’s Enterprises in Georgetown, Guyana
The C. KREUZ path to export preparedness for global partners
Here is a quote to go alongside the submission:
“The Guyana Farmer to Farmer Program would certainly like to have Carolyn return to assist other teams during the new cycle of project funding. Any business in or out of the US would benefit from Carolyn’s professional work”
Kelvin Craig, Guyana Country Director
