Shaun Alexander, founder of Island Spiritt and co-founder of Foodie Nation Limited, is championing Caribbean culinary culture through his signature pimento sauce, a product he says embodies the rich flavours of the region.

Based in Trinidad and Tobago, Alexander’s businesses focus on food marketing and food tourism, using cuisine as a way to showcase Caribbean culture to the world. One of its standout offerings is the Island Spiritt Pimento Sauce, a savoury flavour enhancer inspired by traditional Caribbean cooking.

Unlike many Caribbean sauces that highlight heat, Alexander said this one is designed to emphasise depth, balance and versatility, making it appealing to a wider audience.

The sauce, he said, enhances food without overpowering it, allowing the natural flavours of a dish to shine.

The idea for the product emerged when Alexander and his team recognised that food tourism in the Caribbean remains largely untapped.

“Here in the Caribbean, we’re blessed with excellent food. We’re almost like a fusion and melting pot of so many different races and ethnicities that come together and create Trinidadian food, Jamaican food. So for us, there was a no-brainer to tap into that,” he told Observer Online.

Pointing to international markets, Alexander noted that many developed nations have long used food as a strategic way to market their countries.

“When we looked outside, we saw that a lot of the first-world nations were using it because food is an excellent way to sell your country,” he continued, adding that tourists spend a significant portion of their travel budgets on meals and culinary experiences.

Alexander, who was attending the Jamaica Food and Drink Festival for the first time, pointed out that food tourism offers a natural way to promote Caribbean destinations while deepening visitors’ understanding of the region’s culture.

Through his work with Foodie Nation, Alexander travels internationally promoting Caribbean cuisine while also developing products that allow people abroad to experience authentic flavours from the region.

The Island Spiritt Pimento Sauce is one such product.

Noting that ingredients like pimento peppers and chadon beni – a pungent, leafy herb – are staples in Trinidadian cooking, the chef explained that the sauce offers an alternative for people who may not be able to travel to Trinidad but still want to experience its culinary traditions.

The product is made using natural ingredients including ginger, garlic and chandon beni, and is fermented without preservatives or artificial additives.

Despite its bright red colour, Alexander noted that the pimento pepper is not spicy and is primarily used to enhance flavour.

“The colour scares some people because it’s red but that is because I source 80 to 90 per cent fully ripened pimento peppers which turn red when fully ripened,” he shared.

Allowing peppers to fully mature on the tree, he added, helps to bring out their strongest flavour.

“So it’s the same thing I do with the pimento peppers. I allow them to fully ripen on the tree, which, for any fruit or vegetable, gives it its most flavouring or flavourful profile.”

Noting that Caribbean cuisine is defined by bold seasoning and flavour, Alexander said the product can be used in a variety of ways.

“So whatever it is you’re making, if you wanna just add a bit more flavour, you know, here in the Caribbean there is never too much seasoning, there is never too much flavour,” he said.

The Island Spiritt Pimento Sauce is expected to become available in Jamaica in the coming months.