ADVANCE FOAM LIMITED OCT 2025 VOL 12 BUSINESS VIEW CARIBBEAN ALSO IN THIS ISSUE TRINRICO STEEL AND WIRE PRODUCTS • WINDWARD ROADS INFRASTRUCTURE BUILDING BETTER SLEEP FOR THE CARIBBEAN— AND BEYOND TRAVIS ALI, CEO
WWW.BUSINESSVIEWMAGAZINE.COM Email for all inquiries: info@businessviewmagazine.com 2422 Palm Ridge Road, Suite 820 Sanibel FL, 33957 239.220.5554 CONTACT US TITLE SPONSORS GREAT NEWS! Business View Publishing was named to the 2020 Inc. 5000 list of America’s Fastest-Growing Private Companies! Read the press release Editor in Chief Karen Surca Research Directors Varakunan Somas Contributing Writers Dan Macharia Vice President of Production Jared Ali Director of Marketing Nora Saliken Director of Administration Michelle Siewah Digital Strategist Jon Bartlow Art Director Renée Yearwood Managing Director Alexander Wynne-Jones COO Matthew Mitchell Executive Publisher / CEO Marcus VandenBrink 1 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
EDITOR’S NOTES October is here and as some thoughts turn to the fun and spooky festivities of Halloween, others are thinking ahead to the few months left of the fiscal year. As October marches on, the beautiful and dynamic Caribbean region is seeing growth in all business sectors and many organizations are firmly focused on fall initiatives as we round the corner to the second half of the fourth financial quarter. Our current issue continues to bring you unparalleled features of some of the up and coming companies dotting the islands to wellestablished business leaders in their economic sectors- October’s edition is no exception. We had the opportunity to sit down with Trinrico Ltd to turn the tap towards its current business growth and planned initiatives ahead. Not to be overshadowed, we sat down with Advanced Foam Ltd. to discuss supply chain issues, and the economic picture as we head into fall. We also had a front row view of the construction work ahead for Windward Roads as it continues to carve its niche as a top island builder. The region’s business, construction and tourism is thriving and those we were privileged to profile gave us a taste of this continued success. As with every issue, my hope as editor-in-chief is that our valued readers continue to learn something new with each issue we produce for you and that September offers the beauty that only the Caribbean islands can boast about. Karen Surca Editor in Chief Dear Readers, 2 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
VOLUME 12, ISSUE 10 15 TRINRICO STEEL AND WIRE PRODUCTS Celebrating 50 Years of Leading Products 25 WINDWARD ROADS INFRASTRUCTURE The Island Builder with its Own Asphalt, Concrete—and Playbook for Tough Terrain COVER ADVANCE FOAM LIMITED 2 EDITOR’S NOTES 7 OPENING LINES BEST PRACTICES IN CONSTRUCTION WINDWARD ROADS INFRASTRUCTURE 25 3 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
37 ADVANCE FOAM LIMITED Building Better Sleep for the Caribbean—and Beyond BEST PRACTICES IN MANUFACTURING The articles in this publication are for information purposes only. Business View Publishing assumes no liability or responsibility for any inaccurate, delayed, or incomplete information, nor for any actions taken in reliance thereon. The information contained about each individual or organization has been provided by such individual or organization without verification by us. The opinion expressed in each article is that of its author and does not necessarily reflect the opinion of Business View Publishing. ADVANCE FOAM LIMITED 37 4 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
Business View Caribbean provides media coverage for organizations operating within select industries. Our publication satisfies the need for industry-specific information and intel on key businesses across the Caribbean! Get BVC delivered straight to your inbox. Get updates on the latest business news. 100% FREE to subscribe! We respect your privacy, now & always. Click below to sign up for a FREE SUBSCRIPTION to Business View Caribbean and get each new issue sent directly to your inbox! SUBSCRIBE STAY INFORMED WITH CORE BUSINESSES FROM THE CARIBBEAN
FIVE-YEAR INITIATIVE LAUNCHED TO INTEGRATE NATURE-BASED SOLUTIONS INTO URBAN DEVELOPMENT Source: caribbeannewsglobal.com, News Editor, Oct 24, 2025 KINGSTON, Jamaica, (JIS) – A five-year initiative has been launched to address Jamaica’s urban climate and societal challenges by integrating nature-based solutions (NbS) into urban planning and community development. Dubbed ‘Jamaica Urban Solutions for the Environment’ (J-USE), the initiative is funded by Global Affairs Canada with an investment of Can$4 million and is being implemented by the Environmental Foundation of Jamaica (EFJ), which is contributing an additional Can$1.2 million in support. Nature-based solutions (NbS) leverage the natural environment to mitigate climate risks, enhance biodiversity, and deliver social and economic benefits to communities. Opening Lines 7 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
“Canada, over the last 10 years, has been one of our strongest partners for climate action and environmental protection, and I wish to firmly put the government’s thanks on record for their continued support. Whether it be through central government or entities such as the EFJ, they’re indeed very strong partners of ours,” he said. Pilot projects will be established at the Abilities Foundation on Constant Spring Road, the Danny Williams School for the Deaf in Papine, and Torrington Bridge in Kingston. Addressing the initiative’s launch at The Jamaica Pegasus hotel in New Kingston on Thursday, minister of water, environment and climate change, Matthew Samuda, commended the programme and the collaborative partnership facilitating it. 8 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
Source: caribbeannewsglobal.com, News Editor, Oct 24, 2025 BRIDGETOWN, Barbados – The Caribbean Development Bank (CDB, the Bank) has reaffirmed its commitment to enhancing food and income security across the region through sustainable irrigation investments. Speaking at the closing of the Handin-Hand Investment Forum at the recent 2025 World Food Forum, the Bank’s Vice President (Operations), Dr. Isaac Solomon, emphasised the urgent need for CDB CALLS FOR URGENT INVESTMENT IN IRRIGATION TO BOOST CARIBBEAN FOOD SECURITY climate-resilient water infrastructure to support smallholder farmers and strengthen national food systems. The Forum, themed “Enhancing Food and Income Security Through Sustainable Irrigation Investments in Caribbean Countries”, brought together ministers, technical experts, and development partners to discuss innovative approaches to water management in agriculture. 9 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 OPENING LINES
“Reliable irrigation – as evidenced from irrigation projects we have supported in several countries – can double or triple agricultural productivity,” said vice president Solomon. “It enables crop diversification and year-round production, allowing farmers to move beyond rain-fed subsistence crops to highervalue fruits and vegetables.” Dr Solomon highlighted findings from a joint CDB – Food and Agriculture Organization study which revealed that droughts are increasing in frequency and intensity across the Caribbean, threatening rural livelihoods and food security.With less than 4 percent of arable land in the region currently irrigated, the bank is advocating for greater concessional and grant financing to support infrastructure development. The vice president emphasised that irrigation projects must be tailored to the specific needs and conditions of each location, taking into account projected climate scenarios to ensure long-term viability. These initiatives should integrate suitable technologies and prioritise water conservation, while also promoting improved governance and effective management of water resources. Equally important is the commitment to inclusivity, ensuring that women, youth, and marginalised groups are actively involved and benefit from these interventions. CDB also announced its work on a regional knowledge platform to provide farmers with mobile access to location-specific best practices and called for integrated water resources management to ensure sustainability and equitable access. Vice president Solomon concluded with a call to action for Caribbean nations to adopt holistic, climate-smart approaches to irrigation, ensuring that water abundance is harnessed wisely to mitigate the impact of droughts and build resilient agricultural systems.As part of its Rebirth Vision, the Bank continues to champion solutions that combine infrastructure, governance, and technology to deliver lasting impact in food and water security. 10 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
Source: caribbeannewsglobal.com, News Editor, Oct 22, 2025 BRIDGETOWN, Barbados: The Caribbean Development Bank (CDB / the Bank), through its Office of Independent Evaluation (OIE), signed an agreement with Pontificia Universidad Católica de Chile (UC-Chile), host of the Center for Learning on Evaluation and Results for Latin America and the Caribbean (CLEAR-LAC), to strengthen national evaluation capacities and monitoring and evaluation (M&E) systems across the Caribbean. CLEAR-LAC is an implementing entity of the Global Evaluation Initiative (GEI) that was devised to strengthen monitoring and evaluation systems in developing countries to enhance evidence-based decision-making and improve public policies. M&E systems facilitate tracking public sector performance and the analysis of national development goals.The partnership with CLEAR-LAC directly supports the CDB OIE’s strategic goal of improving evaluation systems and culture in the region. Also, through the collaboration, the Bank aims to enable the integration of Caribbean country representatives active in evaluation and M&E with their Latin American and global counterparts. Emphasising the strategic vision, Roberto La Rovere, head of CDB’s OIE said: “Evaluation in CDB is based on applying global best practice, adapted to the context of CDB and the Caribbean region. Within that, our capacity strengthening efforts aim to support a new generation of leaders in evaluation from the region. Partnering with CLEAR-LAC is one step towards realising that vision.” CDB IMPLEMENTS COLLABORATION WITH CLEAR-LAC TO STRENGTHEN CARIBBEAN EVALUATION AND M&E SYSTEMS 11 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 OPENING LINES
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best practices IN CONSTRUCTION TRINRICO STEEL AND WIRE PRODUCTS CELEBRATING 50 YEARS OF LEADING PRODUCTS IEDC ONLINE ARTICLE TRINIDAD MINISTRY OF PLANNING, ECONOMIC AFFAIRS, AND DEVELOPMENT ONLINE ARTICLE 13 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
WINDWARD ROADS INFRASTRUCTURE THE ISLAND BUILDER WITH ITS OWN ASPHALT, CONCRETE—AND PLAYBOOK FOR TOUGH TERRAIN 14 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
CELEBRATING 5 YEARS OF LEADI PRODUCTS TRINRICO STEEL AND WIRE PRODUCTS AT A GLANCE TRINRICO STEEL AND WIRE PRODUCTS WHAT: A leading and trusted manufacturer, distributor and exporter of steel & wire products that is expanding to accommodate anticipated regional growth in the construction sector. WEBSITE: www.trinricosteel.com A FAMILY MANUFACTURER REWIRING CARIBBEAN STEEL SUPPLY 15 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
50 ING From legacy machines to a new welded wire mesh plant, roll forming lines, and self-offloading logistics—Trinrico Steel and Wire Products is doubling down on quality, speed, and availability across CARICOM. “First and foremost, we’re a family-owned business—that gives us continuity of vision,” says Daniel Ramoutarsingh, Chairman of Trinrico Steel & Wire Products. Ramoutarsingh highlights Trinrico’s ethos: make world-class products for the Caribbean, serve hardware stores, contractors and all private sector and government projects alike while keeping quality non-negotiable. 16 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
December 2024 marked a milestone—Trinrico turned 50 and expanded. “We couldn’t meet emerging demand with legacy equipment,” Ramoutarsingh says. THE NEW BACKBONE: A MODERN MESH PLANT Trinrico replaced three aging mesh lines with a modern, purpose-built facility—new building, new machinery, new processes. The goal wasn’t just more tonnage. The Caribbean is a chain of many small markets with different standards. Some islands specify rolls, others sheets, and diameters vary by jurisdiction and application (including a wave of concrete road designs now requiring mesh reinforcement). The new plant was engineered for rapid changeovers and short turnarounds across SKUs. Just as critical: supplier alignment. MORE THAN MESH: A WIDER MODERNIZATION The mesh plant is the anchor, but it’s not the only upgrade. Over the last two to three years Trinrico has: • Modernized chain-link fencing production with new machinery. • Invested in roll-forming—bringing C and Z purlins back in-house at high specification. • Expanded cut-and-bend rebar capacity (Phase Two): delivering shop-drawn, site-ready shapes and structures so contractors pay only for kilograms delivered, not scrap. “Trinidad was quiet; the wider CARICOM boomed. We grew regionally through the lull—and we’re preparing for Trinidad’s return so we can supply both at the volumes the market expects.” QUALITY YOU CAN BUY ANYWHERE—LITERALLY Trinrico’s quality philosophy is as practical as it is ambitious: hold the highest standard and make it available everywhere. Trinidad alone has ~500 hardware stores; contractors building a road in a rural district should be able to walk into any outlet, ask if the mesh came from Trinrico, and use it 17 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 TRINRICO STEEL AND WIRE PRODUCTS
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19 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 TRINRICO STEEL AND WIRE PRODUCTS
immediately on government-class work. That ubiquity is costly—it demands consistent chemistry and QA, tight distribution, and logistics that don’t fail—but it democratizes opportunity. “We’re empowering all of our clients to meet specification,” Ramoutarsingh says. “Everyone can participate in major projects.” LOGISTICS AS A VALUE PROPOSITION The capital program extended to the yard and the road.Trinrico added an upgraded fleet of specialized forklifts, overhead cranes, upgraded trailers, and most customer focused - self offloading trucks with cranes. “We could not do what we do now without those upgrades,” Ramoutarsingh says.“Clients want speed and efficiency without disruption; the trucks with cranes allow their site equipment to keep working on their needs, while we are able to discharge materials on sites and ports independent to the availability of their site equipment or lack thereof.” 20 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
THE GLOBAL STEEL WHIPLASH—AND HOW TRINRICO NAVIGATED IT Ramoutarsingh points out that the pandemic was one shock; geopolitics was another.Tariffs, freight swings, and wars rewired steel flows in areas including: • Ukraine produced a large percentage of the World’s steel plates and related items pre war. • Russia was a major exporter of billet—even backstopping Turkey when it ran short. • Israel is a substantial importer of Turkish rebar. OPERATIONS AND CULTURE: CHANGE BY DESIGN Ramoutarsingh notes that Trinrico used the last three to four years to re-engineer how the plant works, highlighting: “I had a strong sense that the old ways were not sustainable,” Ramoutarsingh says. “Competition sharpened, costs surged, and clients needed more speed and certainty. Our people—long-standing and new—stepped up.” WHY TIMING MATTERED An engineer on the mesh project told Ramoutarsingh mid-pandemic: When markets come back, you’ll be ready. He was right. As ministries and developers across CARICOM began specifying concrete roads with mesh reinforcement—and as regional projects accelerated—Trinrico’s new line and aligned wire-rod supply hit stride at the same moment. “When timing meets preparation, you serve the region when it needs you most,” Ramoutarsingh says. COLLABORATION THAT COMPOUNDS Trinrico’s operating model is relationship-driven end-to-end characterized by: • New investments by Trinrico and it’s critical raw material suppliers aligned perfectly. • Ports & haulers: affiliated contractors who “stepped up” with Trinrico to match the tempo. • Hardware & contractors: a distribution network positioned to deliver spec-compliant products across islands without friction. Fencing provided by Trinrico for Aecon’s St. Vincent Port project, inaugurated in October 2025 21 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 TRINRICO STEEL AND WIRE PRODUCTS
“The relationships have become more personalmore mutual trust,” Ramoutarsingh says. “We make decisions together and considerations for each other’s respective roles and companies you don’t typically make in this business.” THE NEXT 18–24 MONTHS: FINISH, ADD, SCALE It is very clear when outlining his objectives and the direction his company will be moving, emphasizing working towards: • Finish Phase One: button up the mesh plant—it’s running to plan; now it’s about refinement. • Add barbed wire capacity: commission the second line to meet regional growth. • Launch roll- forming; introduce C and Z purlins this month-returning a capability many clients have been requesting. However, Trinrico has resolved to raise the standard of compliance in terms of yield and tensile strength and coating protection to one that better serves the construction needs throughout the region. The highest reinforcement properties with the maximum anti corrosion coating and therefore most resilient against the typical cause of failures. • Execute Phase Two: expand cut-and-bend rebar to a new layout and throughput that can serve Trinidad’s rebound and CARICOM’s pace simultaneously. “We’ve grown in CARICOM while Trinidad was down,” Ramoutarsingh says.“We’re getting ready for Trinidad’s return.” SIDEBAR: TRINRICO’S QUALITYAVAILABILITY FLYWHEEL • One standard, everywhere: Manufacture to the highest spec and make it buyable at any hardware—so every contractor can meet government-class requirements. • Aligned upstream: Wire-rod supply timed to mesh commissioning for chemistry consistency and volume certainty. • Self-offloading fleet: Trucks with cranes reduce site congestion, port dwell, and schedule loss. 22 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
23 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 TRINRICO STEEL AND WIRE PRODUCTS
PREFERRED VENDOR/PARTNER n Kee- Chanona Limited www.kee-chanona.com Kee Chanona stands at the forefront of civil engineering and construction in the Caribbean, backed by over 36 years of trusted experience. We deliver exceptional infrastructure and building solutions defined by precision, safety, and excellence—consistently meeting the highest standards of quality, performance, and professionalism. • Cut-and-bend, roll-forming: Deliver site-ready steel and structural purlins to compress critical path. • People & process: Dispatch, maintenance, and operator training redesigned for speed + reliability. 24 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
THE ISLAND BUILDER WIT ASPHALT, CONCRETE—AN FOR TOUGH TERRAIN WINDWARD ROADS INFRASTRUCTURE AT A GLANCE WINDWARD ROADS INFRASTRUCTURE WHAT: L eading infrastructure contractor and builder skilled in top tier projects and focused ont future growth WHERE: S int Maarten, Saba, Sint Eustatius, and Anguilla WEBSITE: www.windwardroads.com A ‘ONE TEAM’ APPROACH TO DELIVERING TOP TIER INFRASTRUCTURE RESULTS 25 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
TH ITS OWN ND PLAYBOOK Headquartered on St. Maarten with operations in Saba, St. Eustatius, Anguilla, and the French side of the island, Windward Roads blends in-house materials, tight logistics, and a “one team” culture to deliver quality infrastructure where schedules and supply lines are anything but simple. 26 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
FROM SMALL INTERSECTIONS TO MULTI-ISLAND DELIVERY Founded in 1986 as a small subcontractor on St. Maarten, Windward Roads has scaled by adding capability where island projects need it most: asphalt production and paving, ready-mix concrete, and aggregate recycling.“We started small—intersections and local infrastructure,” says [Witteveen]. “The philosophy was never too big to do a small job. From there, we built the pieces to control quality and time.” Today, the company runs 80+ employees and a broad subcontractor bench, operating as Saba Roads & Construction on Saba, Statia Roads & Construction on St. Eustatius, Anguilla Roads & Infrastructure on Anguilla, plus an administrative entity on the French side. St. Maarten serves as the hub: procurement, customs, staging, and trans-shipment move through the main office and port before materials dispatch to the satellite islands. “Nearly everything flows through St. Maarten,” Witteveen says.“We’ve got boats almost daily, planes daily, and a 20-minute boat to Anguilla every half hour. But once you’re in Saba or Statia, weekly sailings can be the difference between a one-day fix and a one-week delay.” THE ISLAND CHALLENGE: PLAN DEEP, MOVE FAST, IMPROVISE SMART Building on small islands means constraints— parts aren’t around the corner, immigration and tax regimes differ by island, and subsurface and marine works always surprise. • Availability: Specialty parts or materials often aren’t on-island; even on St. Maarten, lead times are longer than on the mainland. • Transport windows: Saba/Statia sailings are weekly; miss Tuesday’s ship and you can lose a week. • Rulesets: Saba and St. Eustatius are special Dutch municipalities with different immigration, tax, and labor rules than St. Maarten/Anguilla— Windward Roads navigates three countries’ frameworks across four islands. • Subsurface risk: “Go into the ground or underwater and you’ll find what you didn’t plan,” Witteveen says. “That’s normal here. So preparation is everything.” CAPABILITIES THAT CHANGE DELIVERY MATH Windward Roads built in-house capacity where it matters most to island infrastructure: 27 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 WINDWARD ROADS INFRASTRUCTURE
• Asphalt production & paving: The company operates St. Maarten’s only asphalt plant and is the island’s primary asphalt applicator. “Most comfortable roads are asphalt,” Witteveen notes. “On small islands, the volumes can’t justify multiple producers. Our plant creates the quality and schedule certainty projects need.” • Concrete production: In-house ready-mix allows QC control, on-time pours, and reduced dependence on third parties. • Heavy equipment fleet: Excavators, loaders, transport, and specialty gear sized for infra/ marine work—maintained for reliability over 28 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
Your one-stop-shop for construction and home improvement kooymanbv.com Call our sales department Aruba Barbados Bonaire Curaçao Sint Maarten +5999 670 1125
EVERYTHING YOU NEED TO SUCCEED For over 80 years, Kooyman has been the trusted partner for professionals, contractors, and homeowners across the Caribbean. With locations in Curaçao, Aruba, Bonaire, Barbados, and St. Maarten, Kooyman has become more than just a hardware store—it is the region’s one-stop source for construction materials, tools, and home improvement solutions and the Caribbean’s biggest retail store. At Kooyman, customers can expect a wide assortment of quality products ranging from lumber, cement, steel, plumbing, and electrical supplies, to power tools, paint, and finishing materials. Our stores also feature drive-thru service for quick pick-ups, as well as online shopping and delivery options that make the building process more efficient than ever. For professionals, Kooyman’s PRO program offers tailored benefits including dedicated account managers, specialized support at the PRO desk, and exclusive deals to help keep projects on time and within budget. Kooyman even offers options to ship to satellite islands surrounding our main locations.The sales department can provide more information about this opportunity. What truly sets Kooyman apart is its role in the region’s largest construction and renovation projects. From residential developments and hotels, to hospitals, schools, and commercial complexes, Kooyman works hand in hand with contractors, architects, engineers, and developers. Our experienced account management teams provide guidance on product selection, sourcing, and logistics, ensuring that partners receive the right materials at the right time—whether the project is on-island or requires coordination across multiple islands. With strong supplier relationships and a solid distribution network, Kooyman is able to manage the complexity of large projects while maintaining the personal touch of a local partner. Beyond supplying materials, Kooyman believes in building stronger communities. We support local tradespeople with knowledge and training, host workshops and product demonstrations, and collaborate with partners to promote innovation and sustainability in the construction sector. By bringing together global brands and local expertise, Kooyman continues to set the standard for reliability, service, and quality. Whether you are a professional contractor managing a multi-million-dollar development, or a homeowner improving your space, Kooyman is the go-to place for building materials and expertise. Our motto, “Everything You Need to Succeed,” reflects our belief that every project—large or small—is about more than bricks and mortar. It’s about creating lasting value, strengthening communities, and shaping any project into a lasting success. Kooyman is proud to be your partner in building today, and tomorrow.
rental risk. • Recycling & circularity: On-site crushing of demolished concrete, wood/green waste shredding, and aggregate reuse wherever engineering allows. “We prefer to own the critical path,” Witteveen says. “If the plant is ours and the paver is ours, we control quality and timing, and our clients see the difference.” PEOPLE: HIRE CHARACTER, TRAIN SKILLS, BUILD ONE TEAM Windward Roads runs a Caribbean-first hiring posture—local teams across the islands, complemented by Dutch, English, and other expat supervisors or engineers where specialist skills are thin regionally. “We hire character and train skills,” says Witteveen. “The team is Caribbean at heart, with a few Dutch supervisors and engineers where needed. We put real effort into training and transparency so everyone understands the plan.” Culture is intentionally close-knit: Friday beers, team events, and open comms reinforce belonging. Four values show up on the walls and in project reviews: Team-member strong, Transparent, Educated, Enthusiastic. As a subsidiary of a 90-year-old Dutch group, the company also brings Dutch standards in safety, QA/QC, and documentation—while respecting Caribbean work culture. “It’s a different rhythm,” Witteveen says.“That’s the field you play on. It’s fun.” QUALITY, SERVICE, REPUTATION— MEASURED ON SMALL ISLANDS In a market of ~58,000 people on St. Maarten (and smaller on the satellites), your work is visible for years—and so are your relationships. Windward Roads bakes follow-ups and guarantees into close client handling. • Structured updates: Scheduled meetings and as-needed briefings on progress, budget, quality, and issue resolution. • Post-handover attention: Periodic checks and warranty actions to protect longevity. • Repeat business focus: “Most of our clients are 31 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 WINDWARD ROADS INFRASTRUCTURE
repeat,”Witteveen says.“That only happens if you keep surprises low and communication high.” RECENT AND UPCOMING WORK With so many competing projects, Witteveen highlights some of the more significant ones to emphasize the scale and importance of the projects the company is undertaking: • Statia (St. Eustatius) – “Blue Circle” drainage: Island-wide stormwater improvements to guide rainwater safely off a cliff-edge historic town and reduce erosion risk.“It’s a safety project as much as infra,” Witteveen says. • St. Maarten – Airport asphalt: Taxiway resurfacing and forthcoming runway works in staged sequences to protect operations. • St. Maarten –Vie L’ven resort siteworks: Early and upcoming packages for a planned ~230-key, fivestar-plus resort by North American investors— bringing a higher tier of hospitality quality to the island (including plans for a Michelin-starred restaurant). “It’s a new bar for local tourism,” Witteveen notes. LOGISTICS AS A COMPETITIVE ADVANTAGE Because every out-island job runs through the St. Maarten hub,Windward Roads treats customs,staging, and shipping like critical scope—not overhead. The firm sequences containers, consolidates local buys, and pads contingencies around weekly sailings and airfreight limits. Small islands magnify small misses: a part that’s a same-day courier elsewhere can be a seven-day slip in Saba.“We plan so that one missed ship doesn’t sink the program,” Witteveen says. SUSTAINABILITY: PUSHING THE CURVE, ISLAND BY ISLAND Windward Roads is leaning into circularity and decarbonization—areas where small islands often lag due to scale and Witteveen points specifically to: • Solar: Installed arrays on facilities, with more projects queued. • Fleet: Electric cars for corporate use—unusual for the island construction sector. • Recycling: Crushing of concrete for reuse; 32 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
shredding of wood and green waste for proper disposal or repurposing. • World Bank demolition: Current program to demolish and responsibly process three buildings, diverting materials back into the island economy where feasible. As part of a larger Dutch group active across Curaçao, Bonaire, Aruba (including a limestone aggregate mine, concrete, asphalt, and heavy civil), Windward Roads shares best practices across the Dutch Caribbean to bring circularity forward.“We’re ahead of the local curve—and we want to pull the curve with us,” Witteven says. SUPPLIER RELATIONSHIPS: BE THE CONTRACTOR VENDORS WANT The company’s approach with vendors is simple: be easy to do business with—clean takeoffs, clear orders, tight QC—then ask for the best pricing.“We eliminate ordering errors at the back office,” Witteveen says. “Reliability earns trust, and trust earns value.” How Windward Roads measures success When asked about success and what it means to the company, Witteveen answers without hesitation pointing out what he feels to be the keys to growth: • Delivery reliability under island constraints (hit the ship, keep the pour, finish the paving window). • QA/QC that holds up on highly visible assets (airport surfaces, town centers, seafronts). • Client retention in a very small market—repeat work as the primary KPI. • Team engagement—low turnover, strong local participation, steady skill-building. THE ROAD AHEAD: BALANCE THE PIPELINE; LEAD ON CIRCULARITY Looking ahead, Witteveen has a set of priorities for the immediate future and plans for long term growth for years to come: When assessing the next 12–24 months: Keep the work mix balanced to avoid the “too hot / too cold” swings common on small islands—sequencing 33 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 WINDWARD ROADS INFRASTRUCTURE
PREFERRED VENDOR/PARTNER n Kooyman BV www.kooymanbv.com Kooyman is the Caribbean’s leading home improvement and building supplier, with stores in Curaçao, Aruba, Bonaire, Barbados, and St. Maarten. Serving professionals and homeowners alike, Kooyman offers quality products, expert advice, and reliable service. From major construction projects to DIY solutions, Kooyman is the region’s go-to partner for building strong. airport, drainage, hospitality, and municipal jobs so people and plants remain utilized, not overrun. Looking towards the next 5–10 years: Extend leadership in recycling, low-carbon ops, and durable paving standards—partnering with the airport, harbor, and government on CO₂ accounting, recycled materials specs, and end-of-life strategies for concrete and asphalt. “On islands, waste has nowhere to hide,” Witteveen says. “We have to design it out.” 34 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
ADVANCE FOAM LIMITED BUILDING BETTER SLEEP FOR THE CARIBBEAN—AND BEYOND best practices IN MANUFACTURING 35 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
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BUILDING BETTER THE CARIBBEAN —AND BEYOND ADVANCE FOAM LIMITED AT A GLANCE ADVANCE FOAM LIMITED WHAT: A vertically integrated mattress manufacturer from Trinidad has quietly become the hospitality sector’s go-to across CARICOM and Latin America WHERE: T acarigua, Trinidad and Tobago WEBSITE: www.adfoam.com A LEADER IN ITS SECTOR THAT DOESN’T ‘REST’ UNTIL ITS CUSTOMER GETS A GOOD NIGHT’S SLEEP 37 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
R SLEEP FOR A good night’s rest can never be understated. Recognizing the importance that rest plays in the consumers overall health and wellbeing, Advance Foam Ltd has covered the market and has rightfully taken its place among the leaders in the mattress industry.This vertically integrated mattress manufacturer from Trinidad has quietly become the hospitality sector’s go38 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
to across CARICOM and Latin America—leveraging global brand licenses, rapid production, and nearzero internal waste. Thirty Years on the Company led by Travis Ali Chairman/CEO and an experienced team run one of the Caribbean’s most advanced mattress manufacturing operations—a family business that has scaled by pairing disciplined investment with blue-chip brand partnerships. The company manufactures most key components in Trinidad— foam, springs (multiple variants), fibers—and ships finished products across CARICOM and into Latin America. Key milestones tell the story. In 1992, the company became the Serta licensee for the region; 2007 brought the Therapedic license; by 2015, Sealy added another global brand to the portfolio. The Company has also produced under the Restonic Brand since 1993. More Recently the have been appointed the local distributor of Tempur Mattresses and the approved Manufacturer of Stearns and Foster 2 of the most premium brands in the bedding industry, Being a licensee of these key brands propelled our technology and widened our customer base,” Travis says.“We’ve learned to build to international requirements for both retail and hospitality customers.” Today, the factory supplies the major hotel flags operating in the region—Marriott, Hyatt, Hilton and beyond—while serving a deep retail network from Jamaica to Suriname and into Costa Rica, Panama, Dominican Republic, and Puerto Rico. A subsidiary plant in Barbados anchors that island’s robust hospitality market. WHY HOSPITALITY CHANGED THE GAME Hotel beds live under a microscope. Beyond comfort, they must hit stringent specs—from brand standards to fire-retardant performance—then pass third-party testing in the U.S. The Trinidad team builds to each flag’s specification, ships samples for certification, and then quotes and supplies directly. “It separates us,”Travis explains.“A Hilton or Marriott has brand specs most local manufacturers can’t meet. Our ability to engineer, test, and certify—and to handle partial refurbishments floor by floor—gives us a competitive edge.” The hospitality discipline spills over into retail: “The same resources and technical skills lift our retail lines—better builds, better consistency.” DISTRIBUTION: A REGIONAL FOOTPRINT WITH LOCAL PRESENCE The company’s core retail market is the English39 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 ADVANCE FOAM LIMITED
speaking Caribbean (CARICOM), with exports to Aruba, Curaçao, the OECS, Guyana, Suriname, and into Central America and the Spanish Caribbean.To serve that span, the team pairs centralized manufacturing with on-the-ground sales reps, weekly territory promotions and content, and a back-end system to manage in-store commission structures and performance. Trinidad remains the operational heart. “Two major ports are within 30 minutes of the plant,” Travis notes.“That reduces inland freight on both inbound raw materials and outbound exports.” SUPPLY CHAIN LESSONS—BUILT IN COVID was a stress test: closed factories, raw materials piling up at port, and astronomical freight when the world reopened. “We navigated 40 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
In a competitive and ever-evolving business landscape, having the right partners on your side can be critical to success. At Republic Bank, we understand that every company is unique. That’s why we make getting to know you and your business needs our priority. It’s also why we create tailored financial solutions with the aim of supporting your resilience, profitability and growth. From commercial loans to working capital, credit facilities to equipment financing, we provide the resources necessary for you to start up and scale up. Our Corporate RepublicOnline and RepublicMobile digital platforms have been enhanced to enable easy management of your finances anywhere and at anytime, giving you more time to focus on what matters most – growing your business. As part of our commitment to sustainability, we’re not only wholeheartedly supporting companies and industries seeking to create a better future, we’re dedicated to providing financial and nonfinancial guidance for the individual success of each and every business we serve. For us at Republic Bank, you are so much more than a customer. You’re our partner, and we’re fully invested in you Introducing Republic Bank’s Manufacturing Expansion Facility Access funding to fuel your next phase of growth. Scan to Learn More email@rfhl.com republictt.com ADVANCE FOAM LIMITED
six tough months and then tapered out,” Travis says. The difference: a longstanding policy to carry up to four months of key raw materials as a buffer, and a procurement strategy that shifts sources (Far East, Europe—including Turkey and Belgium—the U.S., and Latin America) based on lead times, pricing, freight, and quality. “We keep a qualified bench of suppliers whose materials we’ve already tested,” he says. “Then we pivot as market conditions change.” MANUFACTURING THAT MATCHES THE LICENSES Trinidad offers structural advantages—attractive electricity costs, engineering talent from an energybased economy, and tax incentives for capital expenditure—and the company has leaned in. The facility, now expanding past 300,000 sq ft on 18 acres, is tightly integrated: • Foam production: Multiple formulations for retail and hospitality builds. • Springs: A range of unit types and profiles, produced in-house for precision and availability. • Fibers & quilting: Vertical control improves build uniformity and durability. • Assembly lines: Calibrated to licensee standards for Serta and Sealy—the two largest mattress companies globally. A notable differentiator is internal recycling— designed to drive the plant’s carbon footprint toward zero for in-process waste. Off-cuts of foam and fiber are captured, processed, and re-utilized inside the system, rather than landfilled. “We’ve reduced our internal waste to almost zero,” Travis says. “It’s the right thing to do—and it reduces material volatility.” SPEED AS A SERVICE For regional retailers, time kills margin.The Trinidad plant runs a tight clock: orders can be produced and shipped within two to three days. “It makes us a reliable just-in-time partner,” Travis says. That reliability also lets the company ship mixed 42 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
containers—multiple brands and SKUs in one box—so smaller markets can maximize assortment without over-buying. PARTNERS WHO HELP MAKE IT WORK No manufacturer scales alone. Travis is quick to credit key relationships: • Retail partners: Courts (largest regional customer), PriceSmart (regional warehouse club), and Furniture Plus (major local customer) anchor demand in multiple markets. • Brand licensors: Serta, Sealy,Therapedic, Restonic provide the global platforms and engineering standards that underpin the product portfolio. • Financial partners: Republic Bank (lead financier) and ExIm Bank have supported growth and trade finance. 43 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 ADVANCE FOAM LIMITED
• Ecosystem: The Trinidad & Tobago Manufacturers’ Association has been pivotal in unlocking regional opportunities via trade agreements and trade missions. THE GROWTH PICTURE Post-pandemic, the business saw a ~15% lift, then settled into a mature cadence. “We target 5–10% annual growth,” Travis says. “One-off hotel projects can swing us between those bounds, but it’s a reasonable expectation in a competitive, mature market.” According to Travis, the focus for the next 18–24 months is clear: deeper share in CARICOM—from Jamaica to Suriname, supported by speed and assortment, further Expansion in Latin markets— Panama, Costa Rica, Dominican Republic, Puerto Rico—with a push in hospitality and upper-tier retail where import brands have historically dominated as well as focusing on a high-end consumer segment— capturing customers who once imported premium bedding from Europe or the U.S. “We want to serve them at that level, locally,” Travis says. WHAT MAKES THE MODEL RESILIENT When asked what makes the company’s brand strong and ahead of the competition Travis points to: 44 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
• Brand engineering: Licensed builds that pass stringent U.S. testing for quality and FR—a must for global hotel flags. • Vertical integration: Foam, springs, fibers, quilting, assembly—all under one roof for quality control and availability. • Supply optionality: A tested roster of rawmaterial suppliers across regions, rotated based on price-lead-quality. • Speed: 2–3 day production-to-ship windows when orders hit the floor. • Assortment in a box: Multiple brands and SKUs in one container, perfect for smaller island markets. • Sustainability in practice: Internal recycling that pushes factory waste toward zero. • People: A virtually 100% local workforce—from factory teams to sales reps—augmented by Spanish-speaking reps for Spanish-language territories. PEOPLE FIRST—AND LOCAL “We’re 100% local in Trinidad,” Travis says. “We work with trade schools to recruit technicians and engineers early, then train and keep them. Retention matters—constant retraining is costly.” He’d like to see further government and education focus on trades: “There’s significant opportunity here for technicians, electricians, engineers—especially in manufacturing.” THE RELATIONSHIP BUSINESS— MEASURED IN MARGINS Travis is pragmatic about what keeps retailers loyal. “You have to sell a product that sells, and that gives the retailer sufficient gross margin,” he says. “If not, the SKU gets replaced. And if you have repetitive 45 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10 ADVANCE FOAM LIMITED
PREFERRED VENDOR/PARTNER n Republic Bank www.republictt.com Founded in 1837, Republic Bank’s 187year history is testimony to growth through innovation as a leader in the Caribbean financial services industry. Operating in 16 territories in the Caribbean as well as Ghana, we offer personalised and competitive banking products and services, including credit and debit cards, leasing, trustee services, mutual fund and investment management, and merchant banking. n Furniture Plus www.furnitureplustt.com Established in 1987, Furniture Plus Ltd. is a family owned and operated chain of 12 furniture stores offering a wide range of Local and Imported Furniture, Appliances, Electronics, Mattresses and Bedding Accessories. We are committed to providing value and quality products to our customers at competitive prices every day. quality issues, they’ll discontinue it. So quality, sell-through, and retailer margin—those are nonnegotiables.” WHAT DRIVES THE OPERATOR Some leaders “fall into” manufacturing. Not this one. “I’ve always loved business,” Travis says. “Sales, manufacturing, capital investment, building plants, meeting customers, product development, pricing, financing—I enjoy the whole system. It’s a passion, not just a job.” Travis Ali, CEO 46 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 10
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