1. Where are your roots in the Caribbean?
My parents are from Jamaica but I was born in the UK.
2. So tell us about FairEssentials
FairEssentials is an online retailer selling quality African & Caribbean foods, gifts, beauty products and accessories. In addition to variety of everyday groceries there is a selection of organic and fairly traded products. The beauty range includes natural soaps and body butters; the gifts and accessories are inspired by Africa and the Caribbean.
Delightful Hampers – With a Tropical Twist www.fairessentials.com/delightfulhampers
FairEssentials presents Delightful Hampers; a luxury gift basket range featuring the best gourmet treats from Africa and the Caribbean. Delightful Hampers include high quality sauces, chutneys, confectionery, cakes, coffee rums and wine. Our gift baskets include quality distinguished brands including JABLUM coffee, Divine Chocolate and Caribbean rums.
Based in South London, FairEssentials was founded in 2008 and is aimed at busy shoppers and discerning consumers who appreciate fine African & Caribbean products and the convenience of shopping online.
3. What was your inspiration to setup in business for yourself
I noticed that gourmet African & Caribbean foods are scarcely seen in supermarkets and speciality grocers. I believe that that there is a market for well presented, quality African & Caribbean products which would appeal to a more diverse range of ethnic groups, in a modern, contemporary setting.
African and Caribbean foods, hitherto, has had a low profile compared to other ethnic cuisines. We need to enable a wider range of customers to experience the qualities of African & Caribbean products and raise the profile of their country of origins. 
I want FairEssentials to be the place to go for customers seeking a quality shopping experience for African & Caribbean products. Our customers really appreciate the variety we have to offer.
Many of the products have a fantastic heritage and interesting stories behind them, such as the delicious Busha Browne Burned Orange Marmalade from Jamaica, which has been around for over 180 years, and Divine Chocolates made from Fairtrade cocoa beans produced by a co-operative of Ghanaian smallholder farmers.
The uniqueness of FairEssentials is the range of African & Caribbean gourmet treats and products not always seen in supermarkets or local speciality stores. At FairEssentials, we aim to showcase new African & Caribbean products and brands which are not always given the opportunity to have a presence in larger stores, particularly from smaller producers and suppliers.
4. What has been the biggest challenge you’ve ever faced?
Approaching the the banks to raise money in order to grow my business and seeking other ways of raising funds in order to expand.
5. What are your thoughts on small business in the Caribbean Diaspora?
I believe that collectively we can help our businesses to develop and grow if we join forces and collaborate, especially in these straightened times. I think we can reap the benefits if we share our wealth of resources and experiences.
6. Who’s your idol?
My mum! She was the most resourceful, practical woman and a real inspiration.
7. So what’s next for Joanne Crossley? 
I would love to open a lovely shop offering a good quality shopping experience for African & Caribbean products, especially foods.
8. Where can we find out more about you and FairEssentials?
Visit the website at www.fairessentials.com
