Sam’s Caribbean Marketplace is a restaurant and specialty store in West Hempstead, NY, that sells a wide variety of Caribbean food and other products, including groceries, herbs, spices, and hot meals. Pulse 2.0 interviewed Sam’s Caribbean Marketplace founder, Andrew Morris, to gain a deeper understanding of the company.
Andrew Morris’ Background
Could you tell me more about your background? Morris said:
“I was born and raised in Linstead, St. Catherine Parish, Jamaica — the ‘washbelly’ of eight children. Growing up, I actually thought I was destined for the priesthood. I was heavily involved in church life — if you asked me back then, I’d have told you I was going to be a Catholic priest.”
“But life had other plans. I immigrated to the United States in 1979, not entirely by choice—As I always tell people, “I came here kicking and screaming”—and went through the typical culture shock of a young man from a small island landing in the big New York City.”
“After college in New York, I found my way into publishing — first as a proofreader and copy editor, and then as an associate editor. Eventually, I realized that I really wanted to build something of my own. So I took a leap and pursued an MBA at Columbia University — a grueling but life-changing experience. That blend of creativity and business savvy, which at first seemed like an odd pairing, ultimately became my secret weapon when it came time to build Sam’s Caribbean Marketplace from the ground up.”
Formation Of The Company
How did the idea for the company come together? Morris shared:
“When my wife Jean and I moved to Long Island, I noticed right away — there were no real Caribbean-owned stores around. Sure, some Asian stores sold a few products, but I thought to myself, ‘Somebody’s got to supply these customers properly.’ Caribbean folks deserve a place where people actually know the products, use the products, and can explain the difference between, say, a scotch bonnet pepper and a habanero.”
“That thought stuck with me, and after two years of planning (and plenty of late nights), my wife Jean and I finally opened the doors to Sam’s Caribbean Marketplace in December 1993. It wasn’t a childhood dream — I joke that I never woke up thinking I’d run a Caribbean store — but here we are, over 32 years later.”
“Today, as co-founder and CEO, I’m still very hands-on. I steer the strategic vision, oversee operations, and make sure we never lose that heart and authenticity that’s been part of Sam’s since day one.”
Favorite Memory
What has been your favorite memory working for the company so far? Morris reflected:
“When we made $500 in a single day for the first time, we popped a champagne bottle — and left a dent in the ceiling that’s still there. We needed $800 a day just to break even back then, so $500 felt like a mountain climbed. We celebrated every small win in those early days because we knew how hard it was just to keep the lights on.”
Core Products
What are the company’s core products and features? Morris explained:
“At Sam’s, we’re proud to offer over 1,000 authentic Caribbean products. We’re talking about everything from Haitian Djon Djon Mushrooms, to the herbs and spices you need for a proper Sunday dinner, to favorites meals like Jamaican beef patties, oxtails, jerk chicken, ackee and saltfish, and curried goat.”
“These aren’t just items on a shelf — these are the flavors we grew up with. They’re pieces of home. And now, thanks to the upgrades we’ve made to our website, sams24-7.com, and our door-to-door grocery delivery service to Jamaica, customers across the U.S. and beyond can enjoy them, too.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Morris acknowledged:
“We’ve had to roll with the punches from the very beginning. Right before we were set to open, someone from the building department came and said, ‘You don’t have a permit.’ I said, ‘Of course we do.’ Turns out, the permit had been rescinded after a last-minute zoning change.. I still remember them telling us it would be $250 per day if we opened anyway.”
“We fought hard, worked with the mayor, and eventually got through it. But it delayed us by months and almost cost us the business before we even got started.”
“Today, the battles are different. Competing with big-box retailers and e-commerce giants has been no small task. But we’ve adapted — we modernized our operations, relaunched our website, and even rolled out Predictive AI Delivery (PAID), allowing same-day and scheduled deliveries for customers within 100 miles. As I always say: sometimes coffee, sometimes tea — you take what you get and you keep going.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Morris noted:
“When we first launched a website 20 years ago, it was a miracle we got anything done. I built it myself on a Windows platform. I couldn’t even keep a photo in place! But even back then, the day after we launched, we got two orders.”
“Now, fast-forward to today — we have a fully upgraded e-commerce platform, real-time order tracking, and same-day delivery systems. Technology isn’t just a nice-to-have anymore — it’s essential for how we stay connected to our customers, no matter where they are.”
Significant Milestones
What have been some of the company’s most significant milestones? Morris cited:
“1.) Launching our first website in 2003 — one of the first Caribbean online grocery stores — and reaching $400,000 in annual online sales.
2.) Relocating from Hempstead to a larger store in West Hempstead in 2012.
3.) Surviving the COVID-19 pandemic when many others struggled; food, being an essential service, kept us going.
4.) Receiving the ‘Service Award’ from Children of Jamaica Outreach (COJO) and a “Lifetime Achievement Award” from the Union of Jamaican Alumni Associations (UJAA), for our decades-long community support.
Looking back, I’m proud that even when it felt like the odds were stacked against us, we just kept going.”
Customer Success Stories
When asking Morris about customer success stories, he highlighted:
“One that touched me recently was a woman who called and said she and her husband were both homebound in wheelchairs. She was probably the second customer to use our same-day delivery service. She ordered Jerk Chicken and Oxtail dinners. She said that Sams made her feel connected again to her Caribbean roots.”
“Another customer, Marcia, told us about an interesting conversation she had with her sister, who said she was searching everywhere for an item. ‘Everywhere?’ Marcia asked. ‘Did you try Sam’s?’ ‘No,’ her sister replied. ‘I don’t think Sam’s carries it.’ ‘Well, let me tell you something,’ Marcia shot back: ‘If Sam’s doesn’t have it, you don’t need it.’”
“Moments like these remind us why we do what we do. It’s not just about food — it’s about bringing a little piece of home to someone who really needs it.”
Funding
When asking Morris about the company’s funding details, he revealed:
“Sam’s was originally funded through family savings and a Small Business Administration (SBA) loan, which helped us secure our first retail space. Our early online business once brought in around $400,000 annually at its peak. Today, I can share that we are targeting a return to — and surpass — those earlier numbers through strategic online growth.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Morris assessed:
“Our core audience is the 4.4 million Caribbean-Americans living in the United States, and anyone who loves Caribbean food and culture. But honestly, our reach is global. With improved shipping and technology, we now serve customers not just across the U.S., but in places as far as Canada, Europe, and the Caribbean itself.”
Differentiation From The Competition
What differentiates the company from its competition? Morris affirmed:
“Simple: authenticity and expertise. We’re Caribbean-owned. When you visit Sam’s, it’s like visiting your family. We and our customers grew up eating and drinking the same products. We don’t have to fake it: we and our customers have the same needs. When you shop at Sam’s, you’re not just buying groceries — you’re getting a piece of our story, our culture, our love; you’re coming home to family.”
“Big-box stores can sell you coconut water. At Sam’s, our shoppers know that we sell only the coconut water that tastes like the ones they drank as a kid.”
Future Company Goals
What are some of the future company goals? Morris emphasized:
“Our 5-year goal is to become a franchisor, with stores in major metropolitan areas throughout the United States.”
“Our more immediate dream is for Sam’s to become the go-to Caribbean food destination, both online and on the ground.”
“When people think of Caribbean groceries, we want Sam’s to be the first name that comes to mind — whether they’re in New York, California, or wherever. We’re also working to grow our Predictive AI Delivery service and expand same-day delivery options even further.”
Additional Thoughts
Any other topics you would like to discuss? Morris concluded:
“I just want to say a big thank you to my wife and children, and to our hardworking employees–each of whom makes all of this possible. Thanks also to our faithful customers. Some families have been with us for decades and are now into their third generation of Sam’s customers. Sam’s isn’t just a store — it’s a meeting place, a memory, a home away from home, a place where the family gathers. And we intend to keep it that way.”
“As we continue to grow and innovate, our heart remains the same: honoring our Caribbean roots and serving our community with love, integrity and passion.”
