The Journey's satisfying for Howard Coxe

By AINSWORTH MORRIS Career & Education writer

Sunday, June 15, 2014

Print this page Email A Friend!




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.







ADVERTISEMENT




POST A COMMENT

HOUSE RULES

1. We welcome reader comments on the top stories of the day. Some comments may be republished on the website or in the newspaper � email addresses will not be published.

2. Please understand that comments are moderated and it is not always possible to publish all that have been submitted. We will, however, try to publish comments that are representative of all received.

3. We ask that comments are civil and free of libellous or hateful material. Also please stick to the topic under discussion.

4. Please do not write in block capitals since this makes your comment hard to read.

5. Please don't use the comments to advertise. However, our advertising department can be more than accommodating if emailed: advertising@jamaicaobserver.com.

6. If readers wish to report offensive comments, suggest a correction or share a story then please email: community@jamaicaobserver.com.

7. Lastly, read our Terms and Conditions and Privacy Policy



comments powered by Disqus
ADVERTISEMENT

Poll

ADVERTISEMENT
ADVERTISEMENT

Today's Cartoon

Click image to view full size editorial cartoon
ADVERTISEMENT