A couple arrived at Sonya Samuel’s booth on the corner of 40th street and Broadway a few moments before I did. I got there in time to hear them say “Yeah, we’re back! You know we have to make it here every day.” Needless to say, my excitement was enhanced. Talk about a product that advertises itself!
Sonya Samuel is the boss lady proprietor of Caribbean Lifestyle and Culinary Culture brand, Bacchanal Sauce, which blossomed from the seed of her pepper sauce of the same name. On October 26th, she was in full command of the small kitchen erected among others as part of the Citi Urbanspace Challenge. In the middle of Manhattan, amidst the skyscrapers and whipping breezes heralding the encroaching winter, her menu displayed not just the Caribbean foods and flavors that are becoming familiar – jerk, guava, sorrel – but also the kinds of culinary gems only just emerging to the mainstream from the relatively untouched smaller islands like Ducana.
Sonya is in a cross-sector cohort of influencers who are representing Caribbean style, flavors, brilliance, grit and elegance and waving these flags higher and farther than they’ve ever flown before. We had a chance to chat with her to find out a little bit more about what drives her particular brand of vision, her success, her style and her vibes.
When did you start Bacchanal Sauce and how did that project evolve into a Caribbean lifestyle and culinary aesthetics platform?
Sonya Samuel: I started Bacchanal Sauce about five years ago as a part-time project while working full time as a communications director in the e-commerce space. Initially my focus was the most flavorful Caribbean inspired hot pepper sauce in the world. Something that could brighten up every dish with heat and Caribbean flavor. I think I succeeded with that with Bacchanal Pepper Sauce. After quitting my 9-5 I started to focus more on the business and really used my creative energy to create additional sauces, spicy jams, spices and condiments. I also organized pop up dinners, participated in markets, partnered with tastemakers to orchestrate food events and focused more on the catering aspect of my business.
How are you bringing style and vibes to the Citi Urbanspace Challenge?
Samuel: By truly bringing modern new interpretations to Caribbean food without losing the soul.
How has this project forced you to grow? Where is it taking you? Who or what are you bringing with you?
Samuel: The partnership has allowed me the opportunity to work successfully with a huge brand such as Citibank and Urban Space. It has also allowed me to get my first taste of a brick and mortar and showed me how my business could successfully grow into a restaurant and retail space.
What is the Citi Urbanspace challenge about?
Samuel: Citi Urbanspace Challenge is a creative competition looking discover stand out culinary entrepreneurs of tomorrow and provide them a platform to connect with the New York Market scene. The winner of this competition will be awarded a three-month rent-free booth in Urbanspace’s food hall located at 570 Lexington. Your votes will be one-third of the deciding factor in who will be placed in the 570 Lexington location.
We always hear about large islands like Jamaica and Trinidad and we love those places. But what does it mean to be on this platform as a person hailing from a small island like the beautiful Antigua?
Samuel: It is truly everything. I love all aspects of Caribbean food culture and am proud to share that with the world. I want everyone to experience the width and breath of it. From Jerk to Ducana or Funji, the latter being quintessential Antiguan dishes which show up in varying forms across the Caribbean. I’m also decidedly proud too show people that Antigua is a hidden gem in many aspects not just our cricket stars, authors and amazing 365 beaches but also our culinary skill. We lilkkle but we tallawah!
What element is the Brooklyn flavor in the sauce and in your style?
Samuel: Just that Brooklyn cool and brashness also I think Brooklyn is truly the melting pot of the Caribbean and it allows me to pull from other island as inspiration. I feel like Caribbean people are a very integral part of the fabric of New York and any opportunity I can get to show us I will use to our advantage.
What would the woman you are today say to the girl you were yesterday and little girls on islands everywhere now?
Samuel: You are big and powerful, anything you think about can manifest and don’t make anyone make you
think small.
What are you fired up about – for your business, for your community, for yourself?
Samuel: I’m fired up about growing Bacchanal Sauce, about really creating new and exciting hot pepper sauces and condiments and the possibility of a permanent space for the business so that all my customers can continue to get all of the amazing dishes they received this fall at Urban Space Garment district. So many people were surprised that Bacchanal Sauce wasn’t already a full-fledged restaurant. I’m also excited about other growing Caribbean brands such as Branch Pattie, Clean Meals Brooklyn and The Reggae Chefs.
How would you define your style and vibe?
Samuel: Style – Classic with a “K”
What are you dancing to right now?
Samuel: Burning Flames Iron Band “Skanking Sweet”, Chronixx
What are you praying for right now?
Samuel: Not actively praying but thanking God for life and in gratitude for all the opportunities that come my way.
What are you reading right now?
Samuel: The art of abundance by Dennis Merritt Jones
Theme song for this week in the life of Bachannal Sauce?
Samuel: “Bacchanalist” by Kerwin Du Bois!
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