The population of Finland are set to be eating Caribbean food – thanks to a Sheffield PR agency.
Neil Anderson Media has worked on a campaign to advertise a cookbook called Jamaican Mama’s Authentic Recipes in Finland.
The Caribbean cookbook is set to be launched in Finland’s capital, Helsinki, this month.
The agency teamed up with former Sheffield resident Hazel Brevett-Tirronen who runs a successful dance school over there.
She was already operating a thriving outside catering company called Jamaican Mamas but wanted help moving the brand up to the next level – restaurants, diners, eateries and homes. So she wrote her Jamaican cookbook.
She enlisted Neil Anderson Media to help develop awareness around the brand and start to build anticipation amongst the Finnish market for Caribbean cooking.
Neil Anderson said: “There’s a tremendous amount of soul and depth to what Hazel is doing as her brand is based purely on family recipes that have been passed down through the generations. We advised the launch of a well-designed and publicised Jamaican Mamas cookbook based on the recipes, which will eventually become the menu in the restaurants.
“It’s absolutely terrific to have been on board with this.
“Sometimes, when a business comes to you, you know straight away you want to work together – even if it is based half a continent away – because you can see the potential.
“Finland doesn’t have a great tradition in Jamaican food – they’re not two countries which have any kind of history, what with one being in the Caribbean, just below America, and the other being right in northern Europe just next to Russia – but anyone who’s ever eaten Jamaican food – from the jerk chicken to the other sorts of Jamaican food which there are, will know Jamaican food is a natural taste sensation.
“In fact that entire region has great food really. But obviously we’re all about Jamaican cooking – like how big mama used to do it.”
Finland is also known for its rich cuisine.
Notably, it combines traditional country fare and haute cuisine with contemporary continental-style cooking.
Fish and meat play a prominent role in traditional Finnish dishes from the western part of the country, while the dishes from the eastern part have traditionally included various vegetables and mushrooms. Refugees from Karelia, which is anarea between Finland and Russia, contributed to foods in eastern Finland. Finnish foods often use wholemeal products (rye, barley, oats) and berries (such as blueberries, lingonberries, cloudberries, and sea buckthorn
Neil, in his 40s, of Millhouses, said: “The food over there is top stuff, don’t get me wrong. But this is a little different.
“Think of Chinese arriving here and you get the picture of what we’re trying to do.”
Jamaican Mama’s now has over 15,000 followers on a Facebook group, and advance orders for the book have run into hundreds.
Hazel Brevett-Tirronen said: “Pulling something like this together is a massive undertaking but they made it easy.
“The buzz the book is creating is fantastic”