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The case for a Caribbean ethnic foods market: Sensory profiling of Jamaican jerk seasoning and its explosion in the U.S. market |
V. R. J. MORGAN1, C. L. A. Gordon1, and M. K. Ndife2. (1) Research & Development, Technological Solutions Ltd., 7 1/2 Retirement Rd., Kingston 5, Jamaica, (2) Consumer Technology, General Electric Co., Appliance Park, AP-35-1305, Louisville, KY 40241 The distinctive taste of island cuisine lingers in the minds of the estimated 21 million tourists visiting the Caribbean each year and brings a yearning for home from millions of Caribbean nationals throughout the world. Jerk meats seasoned with Authentic Jamaican Jerk Seasoning is among the more distinctive culinary experiences. There has been an explosion of jerk offerings on the menus of ethnic and non-ethnic restaurants across the United States and an increasing popularity of Caribbean restaurants. This has presented opportunities for Caribbean manufacturers and exporters to extend their markets with authentic jerk seasonings and marinades. This paper examines the jerk phenomenon, the sensory profiling and development of authentic Jamaican Jerk Seasoning for metropolitan markets and its subsequent tailoring to delight the American pallet. An authentic jerk seasoning developed with the traditional unique blend of traditional herbs and spices was found to be acceptable by a Jamaican consumer panel and preferred to its competitors, scoring above 5 on a 7-point hedonic scale for all characteristics. In studies with North American consumers, while the product received scores of above 5 on a 7-point hedonic scale for flavour and overall acceptability, the scores for pepper intensity and seasoning levels were lower than those from Jamaican consumers. Assessment of the findings directed the development of a “mild” version of the seasoning with reduced seasoning application to meat for American consumers. This product has since been successfully launched in the US and Europe and continues to grow satisfactorily. Caribbean nationals residing overseas also very well accept it as the authentic Jamaica Jerk. The success of Jerk indicates the potential for properly researched, authentic Caribbean cuisine to successfully cross over in the American market.
Session 4, Critical issues in the Caribbean food industry
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