KINGSTON, Jamaica — Food brand Bad Dawg is expanding its footprint beyond retail shelves through a vendor-driven distribution model that is creating small business opportunities across Jamaica.

The programme, which began in 2012 with a single cart, has grown into a network of 18 vendors operating across multiple parishes, according to parent company CB Foods. The initiative allows individuals to operate branded food carts, effectively running small businesses under the Bad Dawg umbrella.

Originally designed as a job creation effort, the system has evolved into a platform for entrepreneurship, with vendors responsible for day-to-day operations while receiving support in branding, training and logistics.

Nicole Hall, senior manager for commercial marketing at CB Foods, said the model remains central to the brand’s strategy.

“Bad Dawg was born out of a job creation initiative, designed to give individuals the opportunity to be their own boss,” Hall said. “Through entrepreneurship, our vendors are able to grow and build something meaningful.”

For some participants, the model has translated into business expansion and job creation.

Shauna Lee McCalla, who joined the programme eight years ago, now operates two carts and employs five people.

Demario Brown, another vendor, runs two locations and manages a team of eight, including temporary staff.

The model’s appeal lies in its relatively low barrier to entry and the ability for vendors to leverage an established brand. Vendors benefit from customer recognition and product demand, while retaining control over their operations.

“People trust the brand, and that trust carries over into my business,” Brown said. “It’s pushed me to be more focused about growth.”

The programme also reflects a broader shift toward informal and micro-enterprise activity, particularly in the food sector, where branded vendor systems are increasingly being used to scale distribution while limiting capital outlay.

Bad Dawg entered the retail market in 2014, expanding its reach into supermarkets. However, the vendor network remains a core part of its distribution strategy, particularly for direct-to-consumer sales.

CB Foods said it continues to invest in vendor development, providing operational guidance and maintaining brand standards across locations.

“Our vendors are at the heart of the brand, and we remain committed to supporting them as they continue to grow,” Hall said.

While still relatively small in scale, the model highlights how structured vendor systems can serve as a pathway to income generation and small business ownership, particularly in a challenging economic environment.

Demario Brown, located at NCB, Morant Bay St Thomas