BRANDED - Tanesha Wallace

Thursday, January 10, 2013

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Brand Manager, Copperwood Pork and Caribbean Passion - CB Group

How did you land the job?

Having worked for almost 10 years at another company, I was at a point where I was ready for a new professional challenge. In February 2011, I saw an advert in the paper and applied for the position of Brand Manager with the CB Group. I did not even know the CB Group was into pork before the interview, but quickly learnt their intent on giving focus to their pork brands - Caribbean Passion, Copperwood Pork and Bad Dawg Sausages. After several interviews, meetings and a presentation, I was given the responsibility of taking Caribbean Passion and Copperwood Pork to the next level.

How long have you been in the job?

I have been with the CB Group for only nine months, but I feel as though it has been years because I have learned so much in such a short period of time. The pork business is truly dynamic and being a completely vertically-integrated company, as the brand manager, I have to get involved with all aspects - from farming, to production, to the customer and the consumer.

What do you love most about your job?

In the past, I've worked with a lot of foreign brands whose marketing plans and blueprints were already tailor-made from their international corporate offices, but with Caribbean Passion, I get to take a home-grown, Jamaican brand that sells only 100 per cent Jamaican products and build it from the ground up. I have a say in its look, its feel, its message and how we relate and communicate all of this to the people who matter most - our customers and, ultimately, the consumers. On top of that, CB has a great working environment; it is very open and easygoing. I can have a conversation as easily with the guys on the factory floor as I can with the CEO. We work hard, but we have fun too!

Plus, I am a part of a family company that believes in building Jamaica. We not only invest heavily in agriculture, but also in education through partnerships with UWI, Junior Achievement Jamaica, Crayons Count, HEART/NTA and many other organisations. I'm proud to be a part of that!

What's great about your job?

At the heart of it all, I'm a 'foodie'. I love good food!

At CB, the team is always looking at the future and trying to develop the next big thing, which means we get to taste-test lots and lots and lots of really yummy stuff. Some products are cooked in the smokehouses at the plant, others are prepared by chefs in a kitchen and sometimes it is really difficult to tell which one you like best, when you like so many. You wouldn't believe the process we go through to get it right. In the end though, it's worth all the 'hard' work! (wink, wink).

Tell us something we might not know about the Caribbean Passion brand.

Well, firstly, Caribbean Passion has actually been around for over five years, and used to be pre-dominantly blue and orange with the slogan "Take a Bite", but internally we weren't happy with the brand, and so in the summer of 2011 we completely redesigned our logo and brand to better represent the true essence of our products -traditional Jamaican products made with easy preparation in mind. We were the first company on the market to put out a 100% pre-cooked, boneless ham some years ago. So literally, all you have to do is take it out of the packaging and slice it for the dinner table. The basting, glazing and dressing make it pretty and adds your own unique family flavour, but if you're not in the mood, you can eat straight out of the bag.

Secondly, apart from our hams and our sausages which we are well known for, we make an awesome Corned Pork Chub, again fully cooked and ready to eat. You don't have to boil it to get out the salt or anything like that, you just cut it up and cook it down with your ackee or whatever your please. Our Corned Pork Cooked 'Run Down' style is to die for!

Lastly, and perhaps most importantly, is that all our products are produced in an ISO 9001: 2008, HACCP, GMP-certified facility. So all our processes and practices are reviewed and certified by independent auditors, which simply means you can have confidence that our food is SAFE!

Where can consumers find out more about Caribbean Passion?

For recipes, fun facts and product info check out our Caribbean Passion Facebook page.

For sales information, you can visit our CB Foods website at or call our sales office at 924- 7373.


Brand Manager, CB Group Tanesha Wallace is giving away gift baskets of: Ham, Corned Pork, Chorizo Sausages, Jerk Sausages, Chicken Chub ham and Bacon to six lucky Thursday Life winners.

To win, simply answer the following question:

Name CB Group's pork brands.

The first six Thursday Life readers to send the correct answer by e-mail to: by tomorrow, Friday, January 11, will win a gift basket from the CB Group.

Please include your complete name, occupation and contact number.

Winners MUST come in to accept their prize on the afternoon advised.




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