Staying true to Caribbean voices

Canada is among Jamaica’s top five export destinations, and the ethnic food segment was valued at over US$1.66 billion in 2024. With the Jamaican diaspora numbers increasing in the True North, there is a clear opportunity for Jamaican brands to strengthen their visibility in one of the world’s most multicultural markets.

Recognising this, Adion Communications was established by Jamaica-born cultural marketing strategist Shannon Castonguay to drive brand-market visibility and expansion in Canada.

“The gap, Adion Communications has found, gives Caribbean brands leeway to establish the strategic marketing foundation needed to compete, grow, and secure long-term relevance in the Canadian market,” she shared. “The Canadian market is projected to reach US$2.66 billion by 2030, and the time is now for more Jamaican and Caribbean brands to invest in international marketing to boost competitiveness and future-proof their long-term growth.”

This foreign-direct marketing gap is becoming more urgent as global demand for international flavours accelerates. The global ethnic foods market was valued at US$107.9 billion in 2023 and is projected to reach US$200.9 billion by 2032, according to Credence Research. Meanwhile, Jamaica earned approximately US$1.86 billion from exports last year, down 6.7 per cent, underscoring the economic importance of stronger international engagement and diversified market strategies.

With Adion Communications as the Canada-based multicultural marketing and market-expansion agency, the targeted messaging from a familiar source has its advantages. The agency aims to support food and beverage brands, lifestyle and wellness companies, cultural enterprises, and export-ready small businesses as they expand their footprint in Canada and other multicultural markets in 2025 and beyond.

“While Caribbean products, including many Jamaican favourites, continue to earn shelf space overseas, most brands stop at distribution. Few invest in sustained, culturally grounded marketing that allows them to stand out and compete meaningfully. This lack of visibility significantly reduces competitiveness and increases missed opportunities for revenue growth, especially in markets where Caribbean culture already has great impact,” CEO Castonguay explained.

TELLING CARIBBEAN STORIES

“Undeniably, Jamaican brands have cultural power and global appeal,” Castonguay said. “But influence alone isn’t enough. To thrive internationally, brands must actively show up through storytelling, visibility, and heritage-rich campaigns. Otherwise, they risk becoming invisible on crowded shelves where competitors are doing the work.”

She continued: “As brands expand globally, authenticity remains their strength. Cultural marketing, the type of marketing that honours who we are as Caribbean people, is far more necessary than we think. When brands lead with culture while adapting intelligently for new audiences, they not only grow, they future-proof their relevance.”

Adion Communications positions Jamaican and Caribbean brands for Canadian market success through culturally grounded brand strategy, digital marketing, brand storytelling, experiential activations, and diaspora engagement. The agency’s work draws on in-market insights, helping Caribbean brands understand how to connect with both diaspora shoppers and Canada’s broader multicultural audience.

A key component of Adion Communications’ methodology is its proprietary Cultural Resonance Index (CRI), a brand audit designed to assess how Caribbean identity and messaging translate among Canadian consumers. The CRI identifies what resonates, what requires refinement, and where opportunities exist to build stronger emotional connections and competitive advantage.

Through this insight-led approach, Adion Communications helps brands navigate international markets without compromising their identity. Every strategy is designed to preserve a brand’s Caribbean roots while ensuring that it can effectively engage global audiences.

“Having spent most of my life living in Jamaica and working with several Jamaican brands and now working directly within the Canadian market, I see how much opportunity exists for our products abroad,” Castonguay added. “Canada already embraces Caribbean flavours. With the right marketing, our brands can achieve even greater impact. Investment in visibility goes beyond just branding. It enables long-term business security.”