As part of the Black History Month Spotlight Series, we at the Barking Enterprise Centre are featuring successful black entrepreneurs who are making a difference in the black community. Today we are featuring Cashain David who owns and runs Kromanti Rum
As an entrepreneur, Cashain finds fulfilment in running a rum start-up inspired by secret recipes and stories handed down through generations of Caribbean families, many of whom are from the Windrush generation. Using this knowledge, he was able to create truly spiritual and authentic rums that capture the essence of the lived 'Rum' experience of black communities.
Let us take a look at his experiences as a black entrepreneur and his passion for rum through this Q&A chat.
Tell us more about your business.
At the Kromanti Distillery & Blending House, we are passionate about the social and cultural meaning of Rum and how it reinforces bonds, history and a sense of belonging.
What inspired you to start your own business?
The business was registered in 2019, but really took shape in 2022 during the first Covid lockdown in response to the dramatic loss of elders in the Black community and a burning desire to retain and bring to life some of the stories from the older generation in order to pass them on to the next generations.
The project started by recording personal stories, recipes and sayings; and later transformed into a business as feedback at our first public rum tasting confirmed the idea that personal stories drive engagement.
How has your business changed or evolved since you first started it?
I am an undercover entrepreneur. During the day I worked in Mental Health responding to the challenges presented by the recent pandemic. In the darker hours, I found fulfillment in running a Rum start-up inspired by secret recipes and stories handed down through generations of Caribbean families, many of whom are from the Windrush generation. Using this knowledge, I was able to create truly spiritual and authentic Rums that capture the essence of the lived 'Rum' experience of our communities. We're always discovering new recipes, uncovering stories and interesting facts.
My initial business plan projected sales of £8,000 and this was doubled in the first year along with an award for our Rum in the International Wines & Spirits Competition ! The business worked on awareness of the brand through social media channels and achieved significant attention of online media in both the Rum Industry and wider online media.
To support Black History Month in 2021, dating app Bumble launched an initiative called ‘Small Business Grants’. The scheme pledged to provide ten black owned businesses with a share of £50,000 to support them in their recovery post-pandemic; Kromanti was one of the lucky recipients and using the funds provided by Bumble, Kromanti has created a video series which reinforces connections between the younger and older generation. These videos capture conversations about the interviewee’s life experiences with Rum and how it goes beyond being an alcoholic drink. Like Bumble, rum is about togetherness and sharing a moment.
The last 12 months has been a whirlwind of great feedback, good sales and an increasing level of awareness on social media and traditional media outlets resulting in the business obtaining its first global investor from the drinks industry. The plans for the next period involve further work on our branding and testing out different methods to engage with customers through our unique form of storytelling through ‘live’ events as we enter the on-trade.
What do you think are the biggest challenges facing Black entrepreneurs today?
1. Being Taken Seriously - the implicit association with a Black person is not 'business owner' and this then creates a barrier that needs to be overcome.
2. Equal Access to Funding - there now seems to be more low level startup funding, but as you step up into the next ladder, you will need to show collateral and pipeline to scale. These are also based on a belief in the ability to execute.
3. Lack of a Network of Supportive Institutions - This is a big one as you can be locked out of larger and more central networks who limit access to those who already look like them in lifestyle and education background.
How do you balance running a business with other priorities in your life?
Moving from a 9-5 job to being a business owner meant that I had to start managing my own time, plan my activities, and commit to my chosen priorities. More importantly, I needed to know exactly what satisfied me emotionally and what doesn’t didn't. In doing this I needed to be clear about what creates value for my customers, but also me and my family.
My best pieces of advice that help me in ensuring my work-life balance are;
- Plan your day, week, month, and year related to your business and non-business activities. Your plan must be based on your business and personal goals.
- Control your promises and achievement of everything that you plan for your business and your personal life.
- Create a list of top priorities. Forget low-priority items, don’t bother yourself with them.
- Use the same planner for work and non-work activities.
- Promise only what you can deliver to family and your clients/customers.
- Clearly define what is expected of you when it comes to your company and your family.
- Start listening to your body.
What advice would you give to people in the Black community who are thinking about starting their own business?
Be clear about your 'why.' This industry is swamped with new businesses that are riding on the crest of the Rum Boom and to have sustainability, you will need to have a clear personal mission to get you through the dark periods in sales, and future disruptions such as lockdowns.
How can people reach your business?
Website: www.kromantirum.com
Email: cashain@kromantirum.com
Instagram: @kromanti_rum
