Clive Lacelle Dwyer is on a mission ‘to make Caribbean food as popular as Italian, Chinese and Indian’.
The Derby based entrepreneur is the founder of Black Ass Jerk Co, a range of unique jerk seasoning products created in 2021.
Since rolling out to the general public the 55-year-old has gone from strength to strength, 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.
His range of eye-catching pastes, rubs and marinades of varying flavours and heats have been a big hit at the various local food festivals where he has been showcasing the products.
Hailing his mother as the true inspiration behind his company, Dwyer said any success he experiences is born from mum’s true grit.
“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.”
Dwyer’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 Dwyer’s outlook on life.
Cecilia worked as a nurse so her high standards and grit were also a big inspiration for Dwyer. 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 Dwyer today.
Before she passed away, Dwyer’s mother 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.
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