From Spice Grove to City Eats seasonings
Sabrina McDonald making waves online and in Canada
Published:Thursday | October 5, 2023 | 12:09 AMJanet Silvera/Senior Gleaner Writer
WESTERN BUREAU:
Sabrina McDonald, a born hustler, faced suspension from Hampton School in St Elizabeth for her involvement in contraband sales.
But that did not stop this serial entrepreneur from operating a thriving vending business which sold every food product imaginable as a student on the school compound, while providing employment to boarders who helped with the expansion of her small trade.
The 27-year-old Spice Grove, St Elizabeth, founder of Canada’s City Eats, left Jamaica seven years ago to attend Okanagan College in Kelowna, British Columbia, Canada, with the aim of becoming a financial advisor.
Today, she lays claim to manufacturing seven seasonings under her brand, plus a pre-seasoning mix for fried chicken, followed by a declaration, which she says she will not retract. “I have the biggest authentic seasoning brand in Canada.”
The determination she had when she boarded three different planes to take her to British Colombia hasn’t waned. That drive has helped the eldest child for a farmer father and shopkeeper mother introduce her unique seasoning to the world.
Already, reggae artiste Konshen has reposted her story on his Instagram story; the world’s fastest man, Usain Bolt, has acknowledged her prowess and the famous Aunty Donna paid tribute to her business during one of her YouTube shows. All over, users have watched her go viral on TikTok and Instagram and literally fell in love with the story of a self-taught culinarian.
McDonald markets curry powder; all-purpose seasoning; chicken, seafood, meat, and fish seasoning, which she sells throughout British Columbia, and recently in the United States. Her target market includes Jamaican and Caribbean people who love food and are always cooking; people who are enthused for Jamaican food; are into health and wellness and want to take care of themselves; people who enjoy delicious food; restaurateurs, caterers, chefs and people in the food service.
Growing up in St Elizabeth, she said her mom showed her the ropes. “I really helped a lot in her business. I counted her money. So I was used to business life and entrepreneurship from early.”
Her brand promises to deliver products that are either salt-free, low sodium or sugar-free. “The only one of our blends that has sugar right now is our jerk dry seasoning, because the jerk has a lot of warm spices,” she revealed. The sugar balances the spices she explained.
McDonald notes that her family and many Jamaican communities are plagued by high blood pressure and diabetes.“I could not create products that support issues that affect us because my grandfather is blind because of sugar; mi see mi family members foot cut off because of sugar, and it affects many other families.”
She is on a crusade aimed at educating her people on the importance of reading product labels, before ingesting food in their bodies. “They use products that they know, they don’t take the time to assess. If many of us knew what we were putting in our bodies, we would not eat half the products,” she argued.
A lot of her brand value is sharing information with her customers on the health benefits, because she wants to enrich the life of the users, she says.
McDonald, who left Jamaica in 2016 with CDN$30,000, for her school fee, and who struggled to the extent that she went into depression, will be launching jerk sauces that are not made with the regular marinade in the spring of 2024. Research has shown that the taste buds of the people who eat Caribbean food are looking for diversity, and McDonald is ready to deliver. “We will be offering fruit jerk sauces that are ready to eat,” she told Food.
A major concern shared by the 27-year-old entrepreneur, who started doing business from age 11, is the fact that entrepreneurship are not encouraged in the schools in Jamaica. Academics is the focus, and the culture to become doctors and lawyers is far more important.
While at Hampton, she says she saw an opportunity and took it. She has since taken accountability for her actions, but feels the island does not support children who have skills and talents that are outside of academia.
“I like I feel like that is such an important part of just developing our students and our nation. If we were more supported, then we would have more talent. Jamaica is known for its talents and its people, and a lot of us can create our own pathways, can create our own opportunities,” she stated.
Critiquing the state of economy, she said people are leaving university and cannot find jobs, and entrepreneurship is not being fostered.
The young businesswoman, who went to Canada with one suitcase, says she is not fuelled by corporate greed, and is more concerned about breaking generational chains and creating social change.