Start-up story – Troy Johnson of Caribbean food brand Sweet Dee's Jerk reveals the recipe for his success

The best start-up advice usually comes from the best-placed experts of all – those who’ve actually been there and done it. In this start-up story episode, we speak to Troy Johnson, co-founder of Sweet Dee's Jerk (Juici Jerk at the time of recording), award-winning Caribbean food brand, kitchen and meal-kit maker, which is based in Tooting, South London. Sweet Dee's Jerk also sells its delicious sauces online, as well as mouthwatering Caribbean delights from locations in London, including Selfridges, while also providing private and corporate catering services.

In 2017, Troy started the business with his brother, Jarrell, inspired and influenced by their mother’s West Indian home-cooked delights. But the Johnson brothers are winning many fans with their own unique, modern take on traditional Caribbean cooking. Here Troy looks back at his start-up journey and offers some great start-up advice.

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This series is brought to you thanks to the support of Dell Technologies. Our partnership with Dell means you get top products at special prices and a personalised consultation from a dedicated tech adviser who will get to know the goals of your business. Find out more by emailing the Dell for Startup UK representative at UKSTARTUP@Dell.com