Denise-Epis-Kreyòl: Flavor Made Simple For A Healthy Meal

No matter where you are in the world, if you are Haitian, you are making your own “epis” for seasoning or purchasing from a Haitian business. We can’t cook our healthy meals without using our seasoning to give that special Caribbean flavor.

Denise Epis-Kreyol (or DEK for short) is the newest Haitian seasoning company that wants to expand further from the U.S. market. In this interview, CEO Angela Mauricette talks about building and planning for her business.

Please introduce yourself to our readers.

My Name is Angela Mauricette, I’m from Haiti, and I have been living in the US for the past 10 years. I have left Haiti, but Haiti never left me. In my day to day to life, I’m reminded of my culture and my inheritance.  I’ve always been fascinated by the Haitian cuisine and love to cook Haitian food for my foreign friends every chance that I get.

Tell us about your business Denise Epis-Kreyòl.

Denise Epis-Kreyol (DEK) was founded in 2016 when my dearest friend Denise passed away due to cancer.  Denise used to love Haitian food, and I remember how I often used a blend of fresh spices to cook for her when we hung out together. She would often tell me to turn my hobby into a business, so I did after she left me to find the Lord.

What were some significant factors in your planning before you launch?

Before I launched the product, I wanted to make sure the distribution network was in place, production was working fine, and we were in a position to meet the demands as orders come in.

How did you raise funds for your business?

When the idea came to launch as Mass product, I decided to save every penny that I have so that I can get the business launched. I worked extra hours and saved money. I spent two years without shopping, and we all know what it is like for a girl not to shop for 2 months in America —imagine 2 years with the shopping malls surrounding me. Additional funding came from Private investors who believed in the product and our vision.

How did you come up with your team? 

By God’s grace, I was able to meet a few fabulous people who helped me with the marketing and launch. I have a team of dedicated young people from all over the Caribbean, primarily Haitian descents of course. They are all hard working young men and women filled with the same common desire to make this a successful and profitable venture.

We’re in the mid-year, how do you evaluate your progress with Denise Epis-Kreyòl (DEK)? Any areas for improvement?

We officially launched our products on May 13th of this year. Hence, this week we are celebrating our 3rd month anniversary. Regarding improvement, we are extending our network as we have recently started conversations with distributors in the Bahamas, Turks and a few other parts of the Caribbean. We are also working on a new version of DEK for the folks who love spicy food. This should launch in early January 2019.

Does your professional background help you in your entrepreneurial journey?

I have always managed small business operations for people in the US; hence I have acquired the skill sets to help me build DEK. I have learned to plan, deliver and measure the results of products and services along the way. I also believe that Haitians are natural entrepreneurs.

Do you have mentors? If yes, how do you choose them?

Regarding mentorship, Denise had been my source of inspiration and of course my Dear Lord Jesus who has always been the fuel that feeds the fire. I have had the opportunity to meet a few amazing people during that journey who have also become mentors along the way.

There have been a few other companies like yours, particularly in the U.S., how do you differentiate yourself/your products from the others?

Indeed there are many other companies out there offering a similar product on the market, notwithstanding we believe that we have come up an organic solution that is very simple, easy to use, and delicious at the same time. Our price point is also very affordable because the portion is smaller. Thus, one does not have to worry about opening the package, cook a meal and lose the rest if not used within a week or two.

Do you have a business plan? Where do you see your business in the next 5 years?

Yes, we do! For the next 2 years, we are focusing on key cities the U.S. with a high volume of Caribbean American demographics and a few of the Caribbean markets. In 5 years, we hope to have distribution all across the U.S. and Latin America.

What advice do you have for young Haitian entrepreneurs who are just starting out?

Perseverance and hard work. Do not ever give up on your dreams. Start slow and go at a steady pace, but never remove your eyes from your goal. Eskalye monte Mach aprè Mach.