Excelsior Cracker
Ping Weafer
For 100 years, the Jamaica Biscuit Company Limited (Jambisco) has stuck to its winning formula - manufacturing biscuits, and that alone, at its plant in Kingston notwithstanding a change in ownership a dozen years ago.
That adherence to core business has paid off in a market that prizes its water crackers, whether for parties or snacks - and even as teething aid to babies - and has stayed demonstrably loyal to the Excelsior-branded product.
While its plant churns out 21 products from a line of 12 that includes salty snacks, water cracker and cream-filled sandwich biscuits, which are sold in Jamaica and overseas, it also acts as distributor of other snacks, on behalf of parent company, General Holdings of Trinidad.
The product is yet to peak or mature in the local market and continues to show consistent growth of between two and five per cent annually, with higher growth rates of five to eight per cent abroad in areas where Jamaican migrants are concentrated, Collins said.
The Excelsior brand is carried by most major chains in the UK: Sainsbury, Tesco, and Asda; in the US: Wal-Mart, Target, Pathmark, and Publix; and in Canada: Loblaws, No Frills and Price Shopper, among others.
The company has leased additional property on Spanish Town Road with "further investment planned to support additional growth both in the domestic and overseas markets as our plant utilisation continues to increase," Harris said.
Jambisco was founded in 1910 by Jamaicans Lionel DeMercado and Alfred DaCosta and American John Crook. The sole purpose then was the manufacture of water crackers, which was done under the brand name Excelsior. The business eventually became owned by Carreras group.
"These were prepared for people who travelled long distances and needed food which would last. The crackers were packed in crates and sold singly. Its most unique feature is the cupping which provides intrinsic value, making it easy to add complementary foods as varied as mackerel, sardines and condensed milk."
"Similar to other manufacturing companies in Jamaica, we face significantly high input costs for transportation, fuel, haulage, utilities, as well as raw materials. We, however, have focused internally to continually optimize our process efficiencies to remain competitive," said Harris.
To maintain its edge, the general manager says the well-being of workers remain a core focus - "We take care of our staff and they take care of the business" - and that the strategy allows it to retain expertise.
"We took the decision to hold prices for two years until April 2011, when we had an increase. Our margins are now lower but our market is primarily the lower-income earning masses that eat much more than other groups. It is a must-have for them," said Collins.
"Our usage survey reveals that the cracker is now eaten soaked in sweetened tea, hot or cold milk, crushed or boiled in soups, eaten fresh with tinned foods and other condiments, and given to babies for teething, with some persons even citing it as a medical remedy for gas and bad stomach," she said.
The surveys also show, she said, that steamed fish and crackers is popular in the fishing villages and on other menus; that males consume crackers with tinned foods as midnight snacks they can make on their own while watching late-night TV; and that crackers are used as a 'stomach filler' during long waits at clinics, on bus rides, after a long day at church.
The operations now comprise the factory, three distribution hubs in Kingston, Montego Bay and Mandeville, sales, accounts, human resources, and supply unit which manages the importation of raw materials and just-in-time inventory.
Twenty per cent of sales are made of Bermudez and Holiday snacks imported from Trinidad. Eighty per cent of sales are from crackers with the traditional cracker being 50 per cent and Smooches 10 per cent.
Cinnamon crackers, which is targeted at the age 20 and under market segment, were introduced in 2005. A lighter, creamier cracker in the premium category was launched in 2009 in both regular and wholewheat versions.
"In an economy that begs for imagination and stringent budget-cutting measures, a bag or two of Excelsior water crackers is a staple, and a trusted and reliable companion in times of need," Harris said.
Excelsior Water Crackers is a staple in any Jamaican pantry. The biscuit of choice in Jamaica, and also called tough crackers, these round mouthfuls are celebrated for their unique flavor and trademark toughness. They are made with the special wood-burning brick oven baking technique used in their production for over 100 years.
A 'Fat Free' staple food item, which is an ideal substitute for bread and contains no shortening, artificial color or flavor. It goes well with all things Jamaican, and is a favorite with butter, cheese, jam, solomon gundy, steamed fish, and as a breakfast cereal or by themselves as a healthy snack! It is a party favorite, consumed with hors d' oeuvres and hot and cold beverages.
The Excelsior Firecracker Race is continuing as planned. We are in contact with the National Weather Service regarding weather during this year's event. We will post updates and send emails as needed. Please visit our social media for updates
We are excited to welcome you to the upcoming Excelsior Firecracker Race! This email contains important information about packet pick-up, race day, and other details that will help ensure a successful and enjoyable race day.
Packet pick-up will be available on July 3 from 2-6 PM and July 4 from 6-7:15 AM at Excelsior Elementary School (441 Oak St, Excelsior, MN 55331). To find registration, please enter through the front doors of the school and walk straight, the gymnasium will be visible from the entrance. Registration will also be available for walk-ups until 7:15 AM on July 4.
Registered after June 20? Shirts will be NOT be available at packet pick-up. You can pickup your shirt after the event at Lakes Running Co. (218 Water St, Excelsior, MN 55331) from July 11- July 25, 2024.
The 1-Mile will begin promptly at 7:30 AM behind the Elementary School. Signage will be available from registration to the start line. Please arrive at least 30 minutes early to ensure you have enough time to warm up and get ready.
The 10k will begin promptly at 7:50 AM behind the Elementary School. Signage will be available from registration to the start line. Please arrive at least 30 minutes early to ensure you have enough time to warm up and get ready. Strollers and walkers, please stay in the back of the pack.
The 5k will begin promptly at 8 AM behind the Elementary School. Signage will be available from registration to the start line. Please arrive at least 30 minutes early to ensure you have enough time to warm up and get ready. Strollers and walkers, please stay in the back of the pack.
The course will be clearly marked, and volunteers and/or police will be stationed throughout to guide and assist you. Please find the course maps attached for more information including water stops. If you have an emergency along the route, please call 911.
Parking will be available in the East lot and at Excelsior Elementary, but spaces are VERY limited. We encourage you to carpool from Minnetonka Middle School or High School if possible to help reduce traffic and ensure everyone can find a spot.
Awards will be given to the top finishers in each age group, as well as the overall male and female winners. A certificate will be sent via email following the race. Top male/female of 5k and 10k will receive awards at the Excelsior Commons Bandshell at 10 AM or can pickup from Lakes Running Co. following the race.
We hope this information helps you prepare for race day. If you have any questions or concerns, please don't hesitate to reach out to us at caro...@elmcc.org, prior to July 2. We can't wait to see you at the starting line!
The Excelsior-Lake Minnetonka Chamber of Commerce is a 501(c)6 non-profit entity whose mission is to promote the economic well-being of all member businesses as well as to enhance the image of the Excelsior-Lake Minnetonka Area as a great place to live, work and visit.
In the old days the crackers, once baked, were sorted and packed by hand into wooden barrels. The manufacturing process of baking in the old-style wood-burning ovens continues today and the fat-free crackers remain a popular and uniquely Jamaican product.
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Original Excelsior water crackers, in a large package. Plain crackers that are freshly baked with nop salt or sugar added. Originally called 'Tough Crackers'. perfect for drinking with any flavoured drink mix available on this site;
Excelsior Cream Crackers are a delicious and versatile snack that have been enjoyed by Jamaicans for over 100 years. Made with a blend of all-natural ingredients, these crackers are perfect for a variety of occasions, from a light lunch to a hearty snack.
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