“I want to make Caribbean food as popular as Italian, Chinese and Indian.” That’s the mission of Clive Lacelle Dwyer, the founder of Black Ass Jerk Co . Created in 2021, the Derby-based entrepreneur has gone from strength to strength in building his brand. The 55-year-old started out by selling his unique jerk seasoning products - which include a range of eye-catching pastes, rubs and marinades of varying flavours and heats - at local food festivals. Fast forward two years and Black Ass Jerk Co. has a loyal online clientele leaving an abundance of glowing five-star reviews in their wake. Now, Clive’s brand is set to make a major dent in the UK’s home cooking market with his business rapidly expanding. As the world celebrates the black
Women who have inspired change this Black History Month, Clive has his mother, Cecilia, in mind when looking back on his journey. Clive said: “It was my mother’s skill and perseverance in the kitchen that played the biggest part in helping me turn my passion into my livelihood. "She taught me how to cook Caribbean food the authentic way – the way our ancestors have done for decades. It took me five years of dedicated recipe development and fine-tuning to ensure every batch was perfect but I want new people and experienced foodies alike to enjoy the delights of authentic Caribbean food. I want to make Caribbean food as popular as Italian, Chinese and Indian.” Clive at a food festival (Image: PR handout) Clive's parents settled in Derby in 1958, where they faced their share of challenges settling in post-war
Britain. His mother and father, Horace, were part of the Windrush generation that immigrated to the
UK in the 1950s. A few years after they arrived, my Horace lost his legs in a work accident. This meant Cecilia, had to do a lot for the family – including regularly having to carry her husband upstairs while she was pregnant. Despite losing his legs, Horace continued to work hard to bring money home. He developed a never-give-up attitude after his accident – something which had a massive impact on Clive’s outlook on life. Cecilia worked as a nurse so her high standards and grit were also a big inspiration for Clive. Clive's parents Cecilia and Horace (Image: PR handout) Together, the couple would save their money so their family could visit a posh restaurant once a month. The couple taught their children the value of hard work and the importance of savouring the finer things – virtues that still motivate Clive today. Before she passed away, Clive’s mother Cecilia witnessed the birth of her son’s company and embraced his decision to go part-time after a thirty-year career in the aviation industry. Since then, his business has taken off - from selling prototype products at rainy food festivals to becoming a national brand. Clive is hoping Caribbean cuisine will start to become a regular feature up and down the country as he shares his spicy and aromatic seasoning packages with the nation. Clive is working hard to secure a spot on supermarket shelves for the Black Ass Jerk Co. products so that a new generation of people can soon experience the joy of authentic Caribbean flavours. You can buy the jerk marinades here.