Jamaican-born Joan Beckford and her husband opened a Caribbean grocery store in Montgomery County after working in insurance for 15 years. The store added a restaurant a year later. And Island Pride has been busy building a respected, home-grown brand ever since.
Island Pride's Humble Beginnings
We came from Jamaica straight to Montgomery County in 1984. I worked in the insurance industry for 15 years, until the company I was with lost its footing. At that pivotal point, my husband and I talked and decided that we needed to become our own boss.
We started Island Pride as a grocery store. After a year we added a restaurant to the store. Then, in 2008 we bought the second restaurant on Georgia Avenue, and in 2010 we bought the restaurant in Rockville. By 2016 we were strong enough to launch Island Pride Oasis, our first full-service restaurant. That establishment has a bar, an all-purpose hall that seats about 100 people, and food catering. Six months later we bought a food truck which we use to cater special events.
It’s hard work but it’s rewarding work. We’ve met a lot of people and have become somewhat of a household name in the region. People call us for weddings, birthday parties, baby showers. We are the primary caterer for Jamaica National Association events.
Our Secret Sauce at Island Pride
I have enough good managers and employees running the businesses – however, I remain hands-on. I’m particular and I want to make sure that what I established remains the standard.
I am very conscious of how the food is prepared and need to continuously ensure that it takes into account the well-being of people. I don’t cut costs by scrimping on quality. For example, I still use coconut oil for the vegetables. Yes, costs are going up, steadily. But I’ve had customers who have chosen me for 20 years; if I don’t think about their well-being, what would I actually be doing? Why am I in business?
My customers advertise me better than any advertisement I could ever pay for. My customers sell me, just about anywhere and everywhere. This is because they know my heart and because I offer more than just food: I advocate for the community.
I think it would be wrong for me to be in business only for myself and my family’s personal gain. Every time I prepare a meal, I ask myself “Is this the best we can do for the well-being of people?” I have people who eat with us every day – families that rely on my food. And I am by nature a giver.
Island Pride and Montgomery County
Three of our four establishments are in Montgomery County: the restaurant and market location, Island Pride Oasis are in Gaithersburg, and our third restaurant is in Rockville. So we are definitely rooted in the County.
I have been registered with Montgomery County as a Local Small Business since 2018 (Local Small Business Reserve Program). Earlier this year we were interviewed by the Montgomery County Council during their “Mom and Pop Business Day” event. Additionally, over the years we’ve received a few official Proclamations from the Mayor of Gaithersburg.
Our sons are also the product of Montgomery County Public Schools and one son lives in Clarksburg.
World-Wise Wisdom from Joan
I have a lot of people behind me, and I would hope for this for any young business. Get people behind you. You can’t do it alone.
Also, for any kind of business, at the end of the day we’re dealing with people. If you’re going to put money ahead of people, you should not be in business.
Over the years I’ve realized that many, many people come to me for love and care – and I think that’s just as important as any product that you offer people.
