ANNOTTO BAY, St Mary — Sixteen months ago Jenel Malcolm-Gooden was a student at Northern Caribbean University (NCU) trying to figure out how to pay her school fees.

Today, the 26-year-old is the operator of a fast-rising home bakery in Annotto Bay, St Mary — Loaves of Love.

Malcolm-Gooden, who recently graduated with a Bachelor of Science in Counselling, started Loaves of Love without an investor or a business plan. All she had was just flour, faith and a need to complete her education.

“The initial sale did not cover everything but it did help significantly,” Malcolm-Gooden told the Jamaica Observer after hosting what she thought would be a one-time bake sale to help her meet her financial goal.

“The first batch was great, customers loved it and encouraged me to continue,” added Malcolm-Gooden

She said her customers did not just buy a loaf, they brought into her story so much so that they added Loaves of Love to their monthly budget and have supported her every month since that first sale.

“For that I will forever be grateful,” declared Malcolm-Gooden.

One of the in-demand products from Loaves of Love. (Photo: Ingrid Henry)

Now, what started as an end-of-month sale has since grown to twice per month to keep up with the demand.

She told the Observer that at the heart of Loaves of Love is her banana bread which keeps the customers coming back for more.

Made in three options — plain, chocolate chip, and nuts — the banana bread has always been a personal favourite for Malcolm-Gooden but she later introduced carrot cakes to her menu.

“They did well until carrots got so scarce and expensive and I realised that selling the carrot cakes was a slight issue,” Malcolm-Gooden explained.

Instead of compromising on quality or raising prices she made the tough decision to remove carrot cakes from the menu and go back to the drawing board.

In the past 16 months, growth has been sweet while deliveries to Kingston have increased and, with constant product testing, the banana bread is now even better.

According to Malcolm-Gooden, her real reward is not the sales.

“My unforgettable moments are always when I see the joy and excitement on people’s faces when they are talking about our banana bread. It keeps me in a state of gratitude, not just to God but also to everyone who has supported Loaves of Love,” she said

Malcolm-Gooden pointed out that behind the scene at Loaves of Love is a strong team despite her not having any formal business partners. Her husband Reniel handles most of the shopping and deliveries, while a support system of family and friends provides the extra push.

Malcolm-Gooden’s dream is to see Loaves of Love products on shelves across Jamaica and to one day own her own bakery or café where, she says, the menu will become even sweeter with cinnamon rolls, brownies, cookies, custom cakes, and catering favourites like cake shooters, mini cup cakes, and personal sized loaves.

From a school fee struggle to a brand that feeds families every month, Malcolm-Gooden’s dream continues.

Loaves of Love cupcakes are a must-have for many people around Annotto Bay, St Mary, with people even ordering from outside the parish. (Photo: Ingrid Henry)