Buffalo entrepreneur Rudel Simon brings Caribbean flavors to New York snack shelves

Rudel Simon grew up watching his family make coconut treats from recipes that trace back to 1956. Nearly 40 years later, those recipes form the basis of RÜDEL® Snacks, a Buffalo, New York, company he founded in 1995 that makes handcrafted coconut confections inspired by Haitian and Caribbean traditions.

The company has since expanded into retail locations across New York state, including Taste NY Welcome Centers, and this month launched a redesigned website aimed at reaching more customers, retailers and distributors. Its product line includes flavors such as Creole Coconut Bites, Honey Coconut Bites and Black Garlic Coconut Bites, each made in small batches in Buffalo.

The Haitian Times spoke with Simon about what led him to build a snack brand around coconut, the challenges of growing a food company in Buffalo, and where he sees RÜDEL® headed next.

The Haitian Times: What first inspired you to turn your Caribbean heritage into a snack brand, and why coconut specifically?

Rudel Simon: Growing up in a Haitian family, coconut was always more than just an ingredient—it was part of our traditions, celebrations, and everyday life. Some of my favorite memories involve homemade coconut treats prepared from simple recipes that had been passed down through generations. As I got older, I realized those authentic Caribbean flavors were rarely represented in the premium snack market. I wanted to create something that honored those traditions while introducing them to a wider audience.

The idea didn’t happen overnight. It grew from a desire to preserve something meaningful from my childhood while creating a product that people could genuinely enjoy. I kept asking myself, “Why aren’t these authentic Caribbean flavors available in beautifully packaged, premium snacks?”

Coconut became the heart of RÜDEL® because it symbolizes warmth, family, and the Caribbean itself. Every bite is meant to transport people to the islands while showcasing the richness of our culture through handcrafted, high-quality snacks.

THT: What has the response been like from the Haitian and broader Caribbean community since launching?

Simon: The support has been incredibly encouraging. Many people have told me that our snacks remind them of home, childhood memories, or recipes made by parents and grandparents. Hearing those stories has been one of the most rewarding parts of this journey.

What’s equally exciting is seeing people outside the Caribbean community discover these flavors for the first time. RÜDEL® has become a bridge between cultures, introducing Caribbean-inspired snacks to customers who may never have experienced them before.

THT: What’s been the biggest challenge in building a food brand from Buffalo, and how have you navigated it?

Simon: One of the biggest challenges has been building awareness as a small independent company with limited resources. Large food brands have significant marketing budgets and nationwide distribution, while small businesses have to earn every opportunity.

I’ve navigated that by focusing on relationships rather than scale. We’ve worked one store at a time, one conversation at a time, and one customer at a time. We’ve invested in quality, professional branding, and consistent storytelling because trust is built over time. Every retailer who believes in our products helps open the next door.

THT: What’s next for the brand?

Simon: We’re continuing to expand our handcrafted coconut snack collection while exploring new Caribbean-inspired flavors that stay true to our mission.

On the retail side, we’re focused on growing throughout New York State before expanding into additional regional markets. We’re also building relationships with specialty retailers, boutique food stores, gift shops, and travel destinations where customers are looking for unique, locally made products.

The long-term vision is for RÜDEL® to become a nationally recognized premium snack brand that proudly represents Buffalo, New York, and Caribbean heritage.

THT: What advice would you give to other Haitian American entrepreneurs looking to break into retail or the food industry?

Simon: Start with authenticity. Don’t try to imitate someone else’s story because your own experience is your greatest competitive advantage.

Second, be patient. Success in retail rarely happens overnight. Be prepared to hear “no” many times before you hear “yes.” Every rejection is an opportunity to improve your product, your presentation, or your strategy.

Finally, never underestimate the power of professionalism. Invest in your branding, packaging, relationships, and customer service. People don’t just buy products—they buy trust. If you stay consistent, deliver quality, and believe in your vision, opportunities will come.

As Haitian Americans, we have a rich culture filled with creativity, resilience, and entrepreneurship. The world deserves to experience what we have to offer, and I hope RÜDEL® helps inspire the next generation to proudly share their own stories through business.

The post Buffalo entrepreneur Rudel Simon brings Caribbean flavors to New York snack shelves appeared first on The Haitian Times.