What inspired you to open a Caribbean marketplace?
When my wife and I moved to Long Island in the early ‘90s, I quickly realized something was missing. “There was no store for Caribbean products where I lived,” I told myself. “So I just got mad at the time… and decided I would explore opening a Caribbean store.”
It wasn’t just about food; it was about preserving a cultural identity and community. I wanted to create a place where Jamaicans and other folks from the Caribbean would walk in and instantly feel like they were back home. It became my mission, and in 1993, after two years of planning, we opened the store, and it’s been my passion ever since.
For someone who’s never had Caribbean cuisine, what’s the one thing they absolutely have to try?
“Start with the bun,” I always tell people. Easter Bun or Spice Bun with a slice of cheese; it’s like a rite of passage. Otherwise, you can never go wrong with a hot Jamaican patty or a classic plate of jerk chicken.
What I love about Caribbean cooking is that it transports you with every bite: Sunday family dinners, trips to Coronation Market in Kingston or Linstead Market in St. Catherine, and community cookouts. It’s a taste of home, wherever you are.
Beyond food, what kinds of products or ingredients can customers find in your marketplace?
We’re more than a grocery store; we’re a cultural hub. You’ll find Caribbean cookbooks, t-shirts, hair and beauty products, healing herbs, holistic remedies, and flags from every island.
From the very beginning, it wasn’t just about food. I said we would sell “all the food items, pretty much, and other items for Caribbean people.” That vision has stayed consistent for nearly 32 years.
Are there any specialty items that locals have really embraced or asked for more of?
Definitely the black cake. We make it in-house, and around the holidays, it flies off the shelves.
We also carry a black cake mix in a box for those who want to try making it themselves. We even recently had a food writer request it for a feature! We made sure to send her the black fruitcake box mix, which is a convenient option for people who want the taste of tradition without the full prep process.
What’s one fun fact about you or your business that most customers don’t know?
Most people don’t know that I built our first website myself back in 2003. I had no idea what I was doing. I couldn’t figure out how to keep the pictures from jumping around the page. But the day after we launched it, we got two orders, and I was hooked.
Also, years ago, we were featured on the front page of the Wall Street Journal’s Marketplace section because of something called “Partner,” or “Susu,” a Caribbean savings practice where a group pools money weekly and takes turns getting a lump sum. A journalist tracked me down through the Caribbean-American Chamber of Commerce, and I ended up explaining how I’d used that system for years. Next thing I knew, there I was in one of the biggest newspapers in the country.
If you could describe your business in three words, what would they be and why?
Authentic. Family. Resilient.
- Authentic because everything we do, from the food to the service, comes from a real place. This isn’t curated for trendiness; this is how we grew up.
- Family because it’s not just a business: it’s my wife, Jean, my daughter, Melissa, and me. Melissa now runs point on the website and product side, and I’m incredibly proud to see her carrying the torch. But it goes beyond blood. Our employees and longtime customers are family too. Some of them have been with us for decades, and we celebrate birthdays, mourn losses, and share meals together. That sense of belonging is what keeps Sam’s going.
- Resilient because we’ve weathered everything: location changes, economic downturns, and COVID. We bend, but we don’t break.
What’s next for Sam’s Caribbean Marketplace? Any new plans, dishes, or expansions?
We just launched our Predictive AI Delivery (PAID for short. I made up the name myself; it sounds high-tech, right?) It’s a same-day delivery system for customers within a 100-mile radius. People can shop online or by phone and get their items the same day, with live tracking on a map. It’s been a game-changer.
We also offer in-store pickup, so folks can skip the line. We’re leaning into convenience because I believe culture should be accessible, even when life gets hectic.
How can we in the Upstate area of South Carolina support your business and Caribbean culture overall?
First off, come explore Caribbean cuisine! Try something new, maybe oxtail, callaloo, or some tamarind balls. You can order directly from sams247.com no matter where you live in the U.S.
Second, share our story. Post what you try, tell your friends, tag us on social.
And one customer said years ago: “If Sam’s doesn’t have it, you don’t need it.” That’s the vibe.