Larry Holder, Novo Farms (Trinidad & Tobago) : from caribbean kitchens to global shelves: scaling local food innovation with novo farms

Standing at the intersection of Caribbean food culture and modern food innovation is Larry Holder, Public Relations Executive at Novo Farms, a fast-growing Trinidad and Tobago manufacturer reshaping how regional ingredients reach the world. With over 15 years’ experience in business development and a professional foundation in marketing and public relations, Larry is among a new generation of entrepreneurs and industry leaders positioning the Caribbean’s food identity on supermarket shelves across the globe.

Novo Farms is the company behind LIFE, a consumer food brand that transforms traditional Caribbean dishes into ready-to-cook and ready-to-eat products, from callaloo, dhal and corn soup to sweet potato fries, chokas, and the beloved Trini “oil down.” Alongside frozen and instant meals, the company has introduced a beverage line that creatively repurposes leftover product material, reinforcing their commitment to sustainability.

The company’s mission is to make Caribbean flavours more accessible to Caribbean nationals at home and abroad, while also inviting international consumers to taste and appreciate local food culture.

Novo Farms operates to FDA and ISO standards, earning recognition for its innovation and environmental efforts. The company has taken part in trade missions across the Caribbean, the U.S. , Canada and England, strengthening its presence among diaspora markets, and is now working toward entry into Europe to reach even more Caribbean communities abroad.

Larry Holder’s leadership style reflects a philosophy deeply rooted in empowerment. He advocates building strong internal teams by “training people well enough so they can leave, but treating them well enough so they choose to stay.” Staff development is not merely operational; it’s part of Novo’s growth model.

This outlook extends beyond internal culture. Novo is developing partnerships with micro-entrepreneurs and small food companies across the region, offering technical support, product development guidance, business planning, and retail access. Larry sees this not just as an opportunity for collaboration, but as a pathway to regional food security, shared prosperity, and strengthening Caribbean-owned supply chains.

While Larry’s work centres on strategy, branding, and advocacy for Novo Farms, he also maintains a strong personal connection to nature as an avid scuba diver. As the public voice of a company transforming traditional Caribbean dishes into convenient products and repurposing local ingredients, his role reflects a wider movement to bring regional flavours to international markets and expand the reach of Caribbean food culture.

Larry Holder presented Novo Farms during the Caribbean Agrifood Business Session n°19, organised by IICA and COLEAD, and aimed at showcasing the innovations and successes of Caribbean farmer-led businesses and small and medium enterprises.

If you are interested in this topic, join the Agrinnovators Forum.

This activity is supported by the Fit For Market Plus (FFM+) programme, implemented by COLEAD within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union. This publication receives financial support from the European Union and the OACPS. The content of this publication is the sole responsibility of COLEAD and can in no way be taken to reflect the views of the European Union or the OACPS.