The Journey's satisfying for Howard Coxe

By AINSWORTH MORRIS Career & Education writer

Sunday, June 15, 2014

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STARTING a sustainable business four years ago was an easy decision for returning resident and operator of Journey's End Wine Company Limited, Howard Coxe.

According to the 58-year-old, who owned and operated a business in the United States for 17 years prior to his return, he made plans to establish one of Jamaica's finest wine manufacturing businesses when he saw a niche.

"After living in the United States for 28 years, the obvious decision was to start my own business in Jamaica," said Coxe, who along with his wife Suzanne registered Journey's End in 2011.

"I first realised that I wanted to become an entrepreneur at around age 24. Experience in making wine on a personal level while living in the States gave me the idea to start this line of business in Jamaica using products uniquely Jamaican."

Journey's End is responsible for the production of wines flavoured with sorrel, ginger, coffee, pimento berry and, surprisingly, ackee.

Coxe told Career & Education that the manufacturing matches the quality of exotic famous wines made from grapes which are imported here.

The business, located at Halart Drive in Kingston, has been steadily growing.

"We are satisfied because the products used in producing these wines are so different from wines made from grapes," he said.

But he said his most famous product, the ackee-based wine, is the hardest to convince local consumers to tap into and maintain a loyal purchasing pattern.

In January, Journey's End Wine was selected among National Bakery's Top 10 Bold Ones for 2014. Under this branding, the company will get free multi-media promotional packages, extensive advertising and publicity with their branded products on some trucks which distribute National products across the island.

This, Coxe says, is one of his greatest accomplishments with the business thus far.

"As for the future of the business, the short to medium-term plans include relocation to a larger manufacturing plant and the introduction of a 750ml wine bottle and a label redesign. Far from being at an end, Journey's End is just at the beginning," he said.

Below, Coxe shares with Career & Education 10 benefits one can derive from becoming an entrepreneur:

1. You'll have flexible working hours.

2. You're your own boss.

3. You will work where you like best.

4. You will get to create your own opportunities.

5. You can sell things you love.

6. You will work with people you like.

7. You will have the power to create.

8. You will have the power to innovate.

9. You'll derive self-sufficiency.

10. You'll have the ability to help other people.




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