Prepared Foods and Agribusiness
Business Development Manager
Rainforest Caribbean Limited
67 Slipe Road, Kingston 5
Dear Mr Jardim,
I am writing to express my interest in the business development and management of the prepared foods and Agribusiness arm of the Rainforest Group.
I know it is within your plans to invest in the development of the prepared foods arm under the Rainforest Farms brand and I believe I am competent to bring the required expertise and innovation to allow the brand dominance, not just for local but also for the international market.
As you are aware, this business model falls within my area of expertise, as I have spent the last ten years of my career working with similar business model and have developed an extensive knowledge base and experience in what is required to make this kind of business successful.
Would love to have more discussion with you on what expertise I can bring to the team.
Supply Chain Strategist |PQCI Certification| FSMA Certification
RAINFOREST PREPARED FOOD
(RAINFOREST FARM) - CURRENT SITUATION
The prepared foods and ready meal industry are deemed one of the largest segments of the global food industry and is expected to grow exponentially due to increasing acceptance by global consumers. The market is expected to grow at a compound annual growth rate (CAGR) of 5.5% from 2020 to 2027. This indicates that there are massive opportunities and potential for companies such as Rainforest to build out its prepared and ready meals brand globally.
With over 80 acres of farmland and access to resources, Rainforest is positioned to establish a premium brand (Rainforest Farms) in offering its prepared and value-added fresh products to the local and international market. At present, the opportunity for starting local is also strong as the market is missing a brand that offers freshness and convenience to consumers.
The Rainforest Farms brand/business has the potential to scale and expand its offerings to other customer base by offering more specialty and fresh offerings under its own brand.
With over 15 years of experience in international trade, and working with top food companies globally, I believe I am poised to take the Rainforest Farms brand to the next level.
I have global experience working with international food service companies, such as the Pacific Coast Fruit Company (Oregon & Seattle), and Grace Foods International, in delivering fresh prepared foods to customers. My experience in this industry has given me first hand training on how to set up and run successful agribusinesses.
Not only are consumers time poor but their preferences have changed and now more than ever companies in the food industry must positioned themselves to diversify and innovate their product offerings as this is what’s propelling the demand – convenience, functionality and health for consumer is key.
I will disrupt the market by positioning the Rainforest Farms brand to dominate this sector. By understanding the full vision of the Rainforest Group, I will be able to effectively tailor solutions and strategies to drive sustainable growth for this arm of the business.
Summary of my Four Step Process
Monitor and Control
Management Strategy Discovery
Strategy Development – Strategic Action Plan
Implementation and Execution
First, I listen by assessing your needs, then we dissect and analyse the business to understand goals, constraints, assumptions, and scope. Once that process is completed, I then work on implementing strategies for sustainable growth
MANAGEMENT STRATEGY DISCOVERY
What I can do for the Rainforest farms brand heavily depends on the overall vision you want to achieve for the brand. To understand this, first I would sit down with the core team/directors to discuss your goals and objectives. I will look at the opportunities, the risk, the cost, and the potential growth. Once I understand the vision and know what the objectives are I will then start the strategic development.
STRATEGY DEVELOPMENT - STRATEGIC ACTION PLAN
During this phase an action plan will be developed for implementation. The plan will focus on specific goals and strategic initiative to be executed in order achieved planned objectives. Developing the strategic action plan will compose several sub-plans to include brand positioning, the farm brand business model, marketing and creative, operations/production metrics and inventory management.
IMPLEMENTATION AND EXECUTION
Executing a strategy for the new business development model requires time and clear strategic initiatives for implementation. These initiatives will carry the brand to achieving planned goals.
MONITOR AND CONTROL
Ensuring that the strategic action plan is working is critical. I will be working closely with the team to ensure that control strategies are maintained, and results achieved.
Time | Duration | Compensation
For start, I am committed to working with the Rainforest Group for 1 year and can commit to working three days per week. However, if urgent scenarios arise, I will make every effort to be where needed.
All figures are quoted in Jamaican dollars
Hourly Rate – $4,500
Hours – 30 hours per week
Fee - $540,000.00 paid monthly. I will submit an invoice on the last working day of every month. Invoices submitted to the client are due within 5 working days of receipt.
Signing bonus – $540,000.00 to be paid at start of project consultation
Other bonuses – Monthly bonus to be negotiated once KPI’s are achieved
Performance bonus – Up to 15% at end of fiscal year
Travel expenses – Transportation cost incurred will be added to the invoice
Fee increases – Annual cost living increases of 2.3% or more up to 10% pay increase based on performance
Serial Entrepreneur | Creative | Supply Chain Strategist Agribusiness Specialist | Business Development Strategist Branding Strategist
Craslyn Benjamin is a serial entrepreneur and creative who began small backyard farming with her grandfather Clarence Benjamin and is now farming and producing on a global production level. She seeks to model and invest in the development of the agribusinesses, agriculture and the health and beauty sector particularly through her company, Clarence Benjamin Group, owner of brands such as Benlar Foods, Benlar Desserts and Beje Lifestyle.
Craslyn has garnered over ten years of experience in the shipping and allied industry and has over eleven years of experience in export marketing and international trade. Prior to working at Benlar Foods Limited, she worked at Grace Foods International as a supply Chain Strategist which involves distribution of products within central Caribbean, Europe, and the USA.
Craslyn holds a Diploma in International Shipping and a Bachelor of Science Degree in Logistics and Supply Chain Management from the Caribbean Maritime University. She is an official Branson Centre Legacy Entrepreneur and President Barack Obama’s Young Leaders of the Americas Initiative Alumni.
Terminal Operations Systems (COSMOS, and IQ - Ship)
Competent knowledge of other software (SAP and Windows OS)
Strong command of the Microsoft Office Suite (word, Access, Excel, PowerPoint)
Future Service International - Intrapreneurship Development (Intrapreneurship project on product and Service innovation)
Richard Branson Centre of Entrepreneur - Official Branson Centre Legacy Entrepreneur
Roxana Consultants - Leadership Development Coaching
Young Leader of America’s Initiative - (YLAI) Fellow 2016
Experience Entrepreneur in Agribusiness, Agroprocessing and Food Manufacturing sector and developing community-based agribusinesses
Strong expertise in business development and strategic planning
Significant experience working in Central Caribbean, Europe and United States of America in the Agribusiness and Prepared Foods Sector
Ability to work and travel Globally
Ability to motivate, build high-functioning teams, and work well with others.
To build sustainable brands that align with our customers’ vision for growth.
To develop strong brands and implement business strategies that translate into what our customers desire for success.
Let us meet to discuss these solutions in detail at your earliest convenience.