As a young boy, Doug Joseph had a passion – music and cooking. Even though he was quite adept at playing the piano and not too bad with the violin, both of which he started playing at eight years old, Doug knew he wasn’t going to be a rock star.
His religion as a Closed Brethren at the time certainly would have put paid to that idea. But also it didn’t ring a favourable note with Doug’s father who wasn’t too keen on him setting his career on being a musician.
“Being a rock star was not on the list,” he chuckled during an EASY interview recently.
Still smiling, Doug proudly rattled off the number of instruments that he could play and the impressive list includes the harp and the viola. Doug was even a member of the Barbados Youth Orchestra for two years.
Love for music still courses through his veins and annually he attends the Crop Over competitions and gives his own critique of the music. Today, though, Doug is reading from a different “sheet” and has turned the leaf over to his next love – food.
No stranger to the kitchen, exotic food and sampling different types of cuisine, this 35-year-old found the change an easy fit.
He recalled that as a youngster he would always help his mother and sister out in the kitchen. And don’t think that his love for tasty foods started recently. Far from.
“Growing up in my religion, I was exposed to diverse foods and different tastes for food.”
Potluck limes were always a time to “show off” his culinary skills, especially in the area of decadent dishes, much to the amazement of his many friends.
As Doug reflected more on his life, his purpose and passion, he found himself spending more time in the kitchen.
With the fire in his belly to make his dream real, and with support and positive feedback from friends, Doug took the plunge.
He was going to devote more time to baking sweet treats like cakes, cupcakes and other tasty goodies.
Christmas 2012 was the real start for this young entrepreneur, who spend his day time on the road doing sales and courier work.
But during the evening hours and at night, Doug was elbow deep in flour, trying out new recipes, putting his simple touches and adding his own flavour to his creations.
Fully aware that he was not a trained baker, but feeling more confident about his bold move, and with orders coming in from those who sampled his delights and were seemingly pleased, Doug then started to put together his own menu.
Recognising that he didn’t have a company name, he sat with a friend and started toying with different ones.
And, voila: Yumz n’ Crumz.
“I never wanted to limit myself to baking. When I started, it was just cupcakes and cakes because I was playing it safe and was only taking small orders and I was content”.
But, Doug got hungry for more and wanted to challenge himself to do bigger and better.
Surviving on very little sleep, Doug started churning out more and more creations, sometimes using his friends as guinea pigs to try his handiwork and give honest feedback.
The responses were positive and that encouraged him to do more.
Up to then, Doug had received most of his business experience working in the family business, Joseph Brothers Limited, which produces rubber stamps and signs for various businesses.
However, his father always believed he should gain experience from other businesses and that led him to do a stint with British Airways as a passenger agent from 2002 to 2006.
Very aware that he needed to improve his business skills, Doug headed to BIMAP for a three-month fundamentals of management course, which readied him for his biggest order to date.
The challenge he accepted was making 1 000 pieces for a party, Lavish, last year around this same time.
With the mentality of a Boy Scout, Doug was determined to be prepared.
“I always do a lot of online research and watch videos. In fact, most of my knowledge comes through research,” he said.
Doug confessed that initially he also paid more attention to the flavour and texture of his cakes but after mastering those details, he turned his focus to the presentation.
“I try everything to get it right – the flavour, the texture. You just have to find the right formula and I am always willing to experiment,” said the former Alexandra School student.
With larger orders pouring in, Doug had to move to a bigger location and get some extra hands to help.
He has expanded on his repertoire of cakes, including personalised cupcakes and most weeks he is baking up to four days.
Doug still makes time for social media, tweeting and posting his views about various topics – from news to politics, to music and celebrities.
With a new year about to start, Doug also has new plans. His sights are set on owning his own store.
Big on quality and bigger on service, Doug wants to stand out.
For some he already does.
It still tickles Doug to this day to see people in shock when he turns up with deliveries, his muscular tattoo-bearing arms bulging from short-sleeved shirts.
“People don’t know who is behind Yumz n’ Crumz, so they are always surprised when they see me. At least 80 per cent of the people I meet react, “So you are the baker?” he said laughing.
His only response is, “Yes, I am!”
