Food innovator, entrepreneur and marketer Onel Williams owns and operates Kingston-based food services company Essential Goods and Services Trading Limited. In September, Williams launched Nella's Tendaronis under his Nella's Foods Ja brand: the first sweet potato pasta available
The idea for Nella's Tendaronis came from his work in buying, selling and promoting gluten-free sweet potato, cassava and breadfruit flours for another brand. In August 2017, Williams started work on bringing to market his novel idea of sweet potato and breadfruit pasta.
His breakthrough came in March 2020, just before the novel Coronavirus hit Jamaica. Fast-forward to September 2020 and Nella's Sweet Potato Tendaronis is now a reality.
Onel Williams presents Nella's Sweet Potato Tendaronis.
Williams’ choice of sweet potato was the result of market research. “l was [as previously stated] already selling and distributing gluten-free flours for another local brand and found consumers were stumped [as to] how to use them. Plus, I was doing the rounds one day at Select Grocers Manor Park and saw the chairman, Derrick Cottrell, in the aisles. Cottrell is an entrepreneur that I have long admired... On a whim, I approached him and proceeded to inform him of the products I sold,” Williams said.
Nella's Sweet Potato Tendaronis are available at Loshusan Barbican, Progressive Grocers, Hi-Lo, Shopper's Fair, MegaMart, Lee's Food Fair.