Goudas Curry Powder 1973
To better illustrate the development and heartache taken by Mr. Goudas to introduce Curry Powder into the Multi-Cultural North American market, one must understand how the name derived, which explains the many variations of formulas used in different parts of the country, which then spread all over the world.
Actually, the word curry is derived from the south Indian word curriel, which was used in the local language (Tamil) for a fish stew that had tamarind and curry leaves (which is where these leaves also get their name even in local languages).
This was then picked up and transformed into the present curryby the British.
The word curry, in its English sense, has no direct translation into any of India's fifteen languages, and Indians do not use the term even when speaking English.
Mr. Spyros Peter Goudas started developing his own particular brand of Curry Powder because he had so many requests about this product.
Initially he thought it would be a good idea to go to an Indian wholesaler who recommended a variety, which he brought into the store.
The wholesaler obviously did the best of advertising to try to sell to his customers. Up to this point, the customers had endless trust in Mr. Goudas, however, the results of the curry selection by the end of one week was negative.
Several customers brought in their curry chicken and/or curry goat dishes to show him how awful (according to them) these dishes turned out.
At that point he started thinking about a solution to the problem and as to why his customers were complaining. The reason is that the curry supplied by the Indian wholesaler was specially designed to satisfy the taste of his East Indian clientele, which is Madras Curry Powder (one of the oldest East-Indian accepted brands in the world). Therefore, the non-East Indian customers were not favourable to this taste, due to the mix of the ingredients used, thus rendering a response of awful.
Mr. Goudas began his research of the problem and just a small reminder that that this was the pre-internet period which meant he did not have the resources to click here to find out more information about ingredients, and how to obtain them.
Therefore, he had to start from scratch and basically the list of ingredients to be able to make a curry is the following: cayenne, ginger, coriander seeds, turmeric, mustard seeds, fenugreek seeds, cinnamon, fennel, cumin, thyme, cardamom, bay leaves, cloves.
Now then, he started experimenting with various proportions of these ingredients to satisfy several ethnic nationalities.
He was not focusing at that time in the East Indian market due to the fact that this ethnic group mixed ingredients according to their own tastes, and when he asked an East Indian about the curry, the response was always, My curry is better than yours.
Therefore, he eliminated certain ingredients from the list because it only appealed to the East Indians (cloves, cardamom, bay leaves, for example).
So now he had a smaller list of ingredients to work with but he had to use this shortened list to develop a curry powder to satisfy his other customers.
Although this seemed like and easy task, he found it was much more complicated than any engineering task he had encountered so far.
At least in engineering the plane would fly one way or another, but if he failed in this curry-making task, the product would never fly which in itself was a danger to his reputation.
To win the 6/49 Lottery today the correct combination is endless but attainable, to make a curry powder under these conditions to please everyone is near impossible.
This is due to the facts that 1) Jamaicans used more thyme in their curry powder 2) Trinidadians and Guyanese used more cumin and chili 3) Chinese use more tamarind.
For the next six months, Mr. Goudas was having curry for breakfast, curry for lunch, curry for dinner, and dreams of goats jumping with a Curry Powder package tied around their necks instead of bells. He was beoming a curry monster and in the middle of the nights he would have a curry snack. Needless to say most of the time his mouth felt like a Chinese dragon spreading fire, and his #A@$ was like a volcano ready to erupt.
Finally, his curry pained period paid off and he developed six varieties that were customer tested again and again allowing Mr. Goudas to develop this product to perfection.
Now that Mr. Goudas had developed the best blends of curry powders in the world, he discovered that he had another enormous task ahead of him in the marketing of the curry products. In his first meeting with the general buyer of the largest grocery chain at the time, he was informed that the store required only one curry powder and that they already had this one curry power on the supermarket shelves, which according to him, was bought by all of his curry loving customers.
When Mr. Goudas inquired who were his customers, he responded Italian, Germans, Polish, French, Swedish and other European countries.
Mr. Goudas then responded that these were only recreational curry users who most likely used curry powder once or twice a year and therefore purchased a small jar of curry. And even then, they were the ones who complained the next day to their friends and fellow workers about heartburn, indigestion, diarrhea and other symptoms, and blamed it on the curry.
Also, he told the buyer that if you plan to sell curry powder to the Italians, then you are sleeping on the wrong side of the bed. Mr. Goudas told the buyer that half the world's population are curry lovers and unless you provide the curry that they like and want, you can consider yourself out of the curry business.
So the buyer then understood Mr. Goudas mentality and allowed him to promote several varieties according to the ethnic makeup of the population in the vicinity of the store.
It is important for one to understand that packaging curry powder in the plastic bag is not as easy as it appears to be. The following illustrates the complexity of packaging curry in a plastic bag: natural oils from the ingredient list will penetrate and disturb printing and text, therefore bags will tend to stick to each other.
If you take one bag from the shelf, then most likely the next package remaining on the shelf will have half of the printing removed.
Therefore, the packaging was made in such a way to place the printing in a protected area between two layers of plastic, polyethylene and polypropylene, food grade material.
Another important thing is that that you do not change the formulation for experimental basis after launching into the market.
This is a policy of Mr. Goudas and is a prohibited practice in his organization, because the result will be a disaster.
Therefore, the same formulation that has been launched years ago to date remains the same and will do so because of customer letters such as the one that follows:
October 25, 2004 - Bruce Kemsley - I hope you can help me please.
I am a huge fan of a lot of your products & have been buying them for years. I recently cannot find a particular curry powder called trin-ee-dad 85g package.
The product # on your website is #35. Can I order directly through website or can you point me in the right direction as to where to locate - I love this curry powder there is nothing else like it out there!! Thanks in advance for all your help!
Obviously there are customers like Bruce Kemsley that purchase Mr. Goudas products over the years. This loyalty was not because Mr. Goudas formulated the best curry powder in the world; it is because Mr. Goudas made the appropriate realization of which customer taste is best suited for each different blend of Mr. Goudas products.
According to Mr. Kemsley above, the Tri-ee-dad curry is the best in the world, but in order for others to realize the same bliss in taste, they must understand the amount of work Mr. Goudas put into this product to make sure it has the consistency and ability to please that particular customer.
Furthermore, Mr.Bruce Kemsley beleives that no matter what new, old or other recognized brand he is offered, he will never be happy, because he has has adapted to the taste of this particular blend. Finally, he states he loves this curry powder and that there is nothing else like it out there.
Curry is a difficult subject, and if a supplier or producer were to tell Mr. Goudas that his/her curry powder brand is the best in the world, then he would likely respond to that person with a comment such as:
"You are full of s@#$t^!"