Full name: Jemal ‘Big J’ Peters
Role: The ‘Go Gettin’ Foodie’ and Founder of Big J’s Kitchen
DOB: 03/04/1985
Birthplace: Tooting, London
Twitter / Instagram: @BigJskitchen
Website: www.BIGJSKITCHEN.com
Fun Fact: Jemal is a big fan of Motown and soul from the 60’s and 70’s – he also tends to wear superhero socks
Role: The ‘Go Gettin’ Foodie’ and Founder of Big J’s Kitchen
DOB: 03/04/1985
Birthplace: Tooting, London
Twitter / Instagram: @BigJskitchen
Website: www.BIGJSKITCHEN.com
Fun Fact: Jemal is a big fan of Motown and soul from the 60’s and 70’s – he also tends to wear superhero socks
![Tasting Britain - Q&A - Jemal 'Big J' Peters [Big J's Kitchen]-0006](http://tastingbritain.com/wp-content/uploads/2016/04/Tasting-Britain-QA-Jemal-Big-J-Peters-Big-Js-Kitchen-0006.jpg)
So, let’s start at the beginning! It’s safe to say you have travelled an dramatic road to get you where you are today. Could you tell us a little about how you transitioned from dealing weed and spending your 16th birthday in a cell to today; retailing in the likes of Selfridges, partnering with Dragons, and starting charitable foundations?! I believe there was a daughter involved…
Yep there was a little beautiful princess involved *smiles*.
I always say “to make the transition you need to find a true purpose and reason”. Unfortunately most of us don’t find that reason and then it’s too late.
When I sit back and think about some of the things we did daily and how we grew up, I get why it sounds crazy – but this was just normal life to us. It’s sad to say it’s what we felt we’re worth and what we’re meant to be. I was never on the road for fun or the hype of it… it was to play my part in supporting the family and getting through our struggles. It felt good when I could do something to fend for myself and my house… it’s weird to say but it gave me a sense of achievement.
That’s the saddest part really… apart from the love of a mother who always taught me my worth! The streets were the only time we got our equivalents to ‘well dones’, pats on our back and even success, school weren’t giving it to us so the roads was the only place we could be ‘successful’ or get recognised… Unfortunately in that environment we scored more points for negativity rather than positivity. It weren’t ’til we got older that we realised that was backwards thinking.
When I realised I was going to be a father, I refused to wait ’til it was too late to leave the road, so I started building my CV up and making it attractive to employers. To be honest it wasn’t 100% real during pregnancy, so I still dabbled slightly and I was more focused on supporting my girlfriend and making sure I do right by her. When my daughter was born she and I looked in her eyes, it got real!! And I knuckled down and changed my life.
First I went the route of employment, started with sales jobs and had no passion for it… But I was good at it, I hit my target, monthly! *laughs* then I moved over to Yyouth offending as I had more passion for it and I went from ‘sessional’ to ‘manager’ in just over a year. I then found myself back in the office and said “I got to get out!”
That was the birth of Big J’s Kitchen – me using my skills and passions to do something that gets me back out in the hustle and bustle correctly – and that can still allow me to help young offenders teach their true potential.
Could you tell us about the various flavours and how they are/were developed? Were you always a ‘foodie’ or was this something that came in later life? It was the legendary Ainsley Harriott who inspired you, right? What was the food of your childhood in Tooting like?
Food’s always been the centre of my house, I’ve been a foodie before I knew what a foodie was.
My mum’s the best chef I know! The foundations of my sauces came from a BBQ sauce I learnt when I was 10 years old! We love BBQs at my house… I remember one summer holiday we had a BBQ everyday!!!
And I remember once I was suspended from school for 6 weeks and I was on lock down punishment at home… After the first week or show I got back my basic rights *laughs* and I was allowed to watch TV etc.
I would look forward to watching 3 things. Tweenies – just because the purple one’s dancing made me laugh – but the main things were Can’t Cook Won’t Cook and Ready Steady Cook. When Ainsley was on it, he made cooking fun and exciting.
I started in my kitchen in Tooting making various sauces, and was taking them to top quality butchers and delicatessens such as: Allens of Mayfair, Moen and Sons, Bayley and Sage and many more.
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But Big J’s is a full kitchen… I also made drinks, seasonings & rubs and even a few BBQs and snacks here and there. My only problem was that they sold out too quick, I never had enough time in the day to meet the demand.
I was making 100 bottles of sauces, hand picking boxes of lemons from suppliers, squeezing 200 lemons for the drinks and mixing four 15kg tubs of rubs which will all be sold out by the next morning *laughs*. Then I had to do it again, there weren’t enough time in the day! But these products are real good, and they will make an appearance again soon.
All my products are from recipes I created and use in my house daily. They’re authentic with authentic ingredients, such as scotch bonnet in the spicy products and they are also universal… I make sure my hot sauce and jerk sauce have a full body and flavour – rather than just a burn on your tongue.
I also make sure all Big J products are all natural. I created my ‘Keep it 100’ promise for the simple fact that I like to give people what I would want for myself – fun, tasty food with an affordable quality and natural twist.
I read you once say ’not to be put off by a few swear words and the tracksuit’. How have you found the world of suits, business lunches and distribution deals meets with your roots as a South Londoner? Did you experience any prejudice, or have you had to put on a tie (occasionally…)? I’m from Croydon, and I may have had a similar experience myself :3
Yeah, unfortunately there’s ignorance everywhere! I don’t focus on it, I laugh and move on to the next one. Obviously I won’t arrive at a business meeting in a tracksuit!
Honest truth? The majority of my experiences have been positive, people understand the change in the industry and why the Big J brand could be the brand to lead this in the UK, and so they embrace it.
But sometimes you do get people stuck in their ways and not wanting to except and realise that the industry has evolved. Or they don’t want to respect you ’til they realise you’re in major stores and accomplishing things they weren’t able to achieve – even though they’ve had loads more opportunity and resources than our brand!
We’ve been told we’re ‘too street’ for a particular so called ‘high quality supermarket’…. And this was after we sold out Selfridges – and were a Top 5 seller in Selfridges ‘meet the makers’ campaign! We had sauces that out sold crisps and drinks on one of the most prestige shelves in the world *laughs*
Self praise ain’t a recommendation… I let our products, brands and accomplishments talk for itself, The world of business will eventually teach them the lesson they deserve… or least that ignorant buyer *laughs*
We are proud to be who we are and even to try and change the perception some have of our world. The best food, fashion, music is all found on the streets… I’m just making it accessible to all.
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Not entirely off topic, but how do you feel about the legalisation of marijuana?
*Laughs* I weren’t expecting that!
I don’t really have a stance on it…. I’ve never been a smoker, I hardly even drink alcohol. So nowadays it wouldn’t effect me directly.
When I was on road… I was totally against it! To me it would’ve felt like a big company coming in and taking over the industry! If the government took control of weed… Where would that of left me?? I wouldn’t have been able to keep up with them…
You could ask the question “would it push young people who sell weed into start selling crack or heroin and get even deeper into the world of crime?”. Since government would’ve taken over the weed game, put taxes on it and cornered the market… Or perhaps weed may get more expensive – with people doing more crime etc to afford it… or just moving on to harder drugs?
But there’s arguments from every angle. Honestly I ain’t got the answer for it.
What you’re doing with the ‘OR? Project’ sounds wonderful. I’d love for you to tell us a little more about it…?
The OR? Project stands for On Road… Off Road with ‘?’ Representing the ‘What’…. what’s your decision?
The OR? Project arms young people who offend or young people at risk of offending aged 16 – 25 with real information and skills to allow them to make their own decisions in life.
We give the young people mentoring and real life business support, getting them out into the real world with their business – to get real life experience with someone to genuinely support them.
One of the main problems I feel I had was the only role models I saw were people successful in crime. So I also created this project to make positive role models the norm for young people from my environment.
Right now we are only at the beginning and we’ve supported young people into fields such as football agency, stock market trading and one young person who spent years in prison (from 12-21 years old). He’s now into university and working towards becoming a Politician! We’ve also reached hundreds if not thousands of young people through talks and business events.
It’s not a numbers game, it’s all about offering strong support to young people on our programme. Even if we only reach 10 young people a year… As we grow and hit supermarket shelves, our ability to reach more young people will also soar and we will spread it out all across the UK!
But never forget to look at it like this… If we get 10 successful businesses out each year that’s a minimum of 10 families that are feeding themselves and paying their bills. Once they grow and are able to employ…. Even more families are fed and fending for themselves!
What’s a ‘day in your life’ like? Could you give us an insight into the condiment business?
Every day is different… I could never give you a standard day to day plan, but here’s a mix of different things that go on:
7am: Wake up, get ready etc whilst playing some music.
8:30am: drop my daughter to school.
9am: check emails and social networks and respond… Whilst doing any other admin duties from sending out sauces for samples or Webster sales
9:30am : Check in on Big J’s Or? Project young people, see what their plans are for the day.
10am: Meetings, this could be a board meeting with business partners, a new distributor or current distributor or someone we may be going into a joint venture with.
12:30pm: Grab a bite and check over new emails and social networks.
1pm: Liaise with marketing and PR… Probably get brought back to earth for wanting to do something crazy.
1:30pm: Do an interview or arrange meetings and sales opportunities.
2:30pm: Check stock levels with suppliers and strategise on ways to boost growth of sales.
3:30pm: Look for new stockists and make contact via phone, email and where possible face to face.
5pm: Check over emails and social networks again and reply.
6pm: Create samples of new product ideas.
8pm: watch a little TV. Power, The Blacklist, Agents Of Shield, The Walking Dead or an oldschool comedy.
… and try to be in bed by 9:45 – 10pm!
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What’s your greatest/most memorable professional moment been, so far?
That’s a mix of finding out we sold out in Selfridges and when we first started and got into butchers and delis…. that let me know it can really happen!
Where do you get your ideas?
I’ve got a crazy and fun mind… majority of my ideas come from there, I like bringing out flavours and recipes I personally like and enjoy…. with my Big J twist!
This filters down to marketing too, we’ have Big J selfie sticks, Big J’s Prize wheels and more.
I’d say our most famous are the Big J’s snapbacks or The BBQ Sauce with 23k Gold. It’s all about being true to myself and the brand – and changing the game!
Let’s allow Britain’s reputation for quality to be cool with some fun added to it.
What’s your philosophy, summed up in a sentence?
“A dream’s worth nothing if you leave it on a pillow, go get ’em!”
What’s the biggest challenge you’ve had, how did you overcome it, and what did you learn from it?
I honestly couldn’t tell you, I honestly don’t know. There’s challenges that come up everyday in life, you got to just deal with them and get even stronger from it! I always say “…what kind of soldier comes back with clean armour?”
Who’s the person who’s most inspired you in your work – food industry or otherwise? Is there anyone that you draw inspiration or strength from? Do you have any specific culinary influences?
My role model is Master P, he came with nothing and now he seems to have everything – success and family. I respect that, he turned his life around and won. That’s real inspiration to someone from my world.
I draw strength from those I love, that’s who I personally do it for, if they’rehappy I’m happy. If I ever need motivation I just remember my purpose for the hard work and it’s them. I naturally have a Jamaican influence due to my background, but my mum taught me to be well cultured in food and try cuisines from all over the world
What do you enjoy most about what you do?
Inspiring and being apart of people’s enjoyment, that’s the best thing. Opening the eyes of young people and inspiring them to do much more than me. Also on the food side, knowing that I’m apart of your family’s enjoyment and I’m a part of your family meal – making it even more exciting and tasty. Those things mean a lot to me.
What advice would you give to aspiring food entrepreneurs who’d want the kind of results that you’ve had?
Always be prepared to work hard, but more importantly always work smart. Nothing happens overnight, I’m still in my early stages. Don’t be put down by knockbacks, use it as motivation to go harder.
If you weren’t doing what you do now, what would you be doing instead?
I don’t know, I’d still be running my own business. I think I’ll have my own restaurant or my own cartoon and comic enterprise.
If you could cook anything for anyone, anywhere you chose – who would you pick, where would you do it and what would you cook for them?
I don’t know who I’ll cook for, but I do know it’ll be done in my garden, that’s where it goes down!!! I’ll get my DJ Ceesix to run some tunes and I’ll light up the BBQs and Jerk some chicken and lobsters – whilst slow smoking some Beef ribs.
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If you could get anyone to try your sauces (fictional or real, living or dead) who would you pick and which of the sauces would you like them to try? Assume that they go on to be your brand ambassador…
I wouldn’t be looking for a brand ambassador, nobody could do that better than me… I bleed this brand daily. What I would do is hold a massive BBQ in the garden and have the top Grime MCs and UK rappers run an outdoor concert and cookout. Let them taste all the sauces and products. They’re all as good as each other.
What’s your ultimate aim and goal for Big J’s Kitchen? If you could achieve anything with it, what would you pick? Money and reality are no obstacle, so shoot for the moon…
We always shoot for the moon, even if you miss you’ll be amongst stars.
If you can dream it you can achieve it. First I want to dominate the UK shelves with all our products from sauces to drinks and everything in between. Then take the brand to the USA and the rest of the world. Allowing the world to see exactly what Big J’s and the UKs streets are about. It’s funny because when I first said this it felt like a dream.. Now it’s a realistic plan in progress.
Where next for you and the business?
Everything I just mentioned above *laughs*. First we aim to secure some supermarket deals – that’s the immediate goal.
And we always ask three customary ridiculous questions…
If, for some reason, you were forced to turn your business into a travel agency, what would you call it, what types of holidays and locations would you specialise in and what would your game plan be?
‘Jerk ‘n’ Twerk Holidays’: it’ll be about paryting and good food letting people go around the world enjoying good food like Jerk Chicken and hitting clubs worldwide! You got to enjoy life.
You have acquired a pet T-Rex and are morally obliged to look after it. It is 13 ft tall at the hips, eats half a ton of raw meat a day, and likes taking long walks. What would you call it and what would you do to keep it entertained and housed?
I’ll call it ‘Littlez’!! It’ll live out back in the garden and to keep it entertained… We’ll play fight *laughs*.
If you had a day to spend in the life and body of your seven year old self (but with your current experience and mindset), what would the first three things you would do?
I’ll open a lemonade stand, planting the seed to take it to supermarkets and go get paid. I’ll play all day as there won’t be one bill in sight to pay (hah!). I’ll just have loads of fun and be a child.