Antiguan Entrepreneur Novella Payne Honoured as Leader of Rurality by IICA

Agro-processor and entrepreneur Novella Payne has been named a Leader of Rurality of the Americas by the Inter-American Institute for Cooperation on Agriculture (IICA), in recognition of her decades-long commitment to farming, rural communities, and traditional Antiguan cuisine.

Payne, the founder of the local agro-processing company Granma Aki, will receive IICA’s prestigious Soul of Rurality Award, which celebrates individuals across the hemisphere who have left a lasting mark on sustainable agriculture, food security, and rural development.

Often described as a woman who “returned to her roots,” Payne began her career far from the fields. After years in England raising her children, she returned home in 1987 and initially opened a beauty salon in Nelson’s Dockyard. But she soon pivoted back to farming, inspired by her grandmother’s teachings about herbs and her own love for the land.

From her small farm, she began cultivating lemongrass, soursop, mango, tamarind, starfruit and other fruits, gradually developing teas, sauces, jams, and sweets. Her company now supplies major supermarkets and hotels in Antigua and Barbuda, with growing interest from customers in the United States and Canada.

Her first breakthrough came with a modest $18 sale of herbal teas to a local supermarket. “I was so excited when I realized that this supermarket believed in my vision,” Payne recalled. That faith helped launch a brand that has since become a staple on store shelves.

But Payne’s work extends beyond business. For six years she served as president of the Antigua and Barbuda Rural Women Producers Association, where she earned the nickname “the bulldozer woman” for her determination in securing resources and opening doors for fellow farmers. She has also represented Antigua and Barbuda internationally, including at a meeting in Fiji where her heartfelt speech about rural life left a lasting impression.

Known for her philosophy of “all natural”, Payne insists that her true preservative is love. “When people ask me what preservative I use, I say: love, L-O-V-E. That’s my preservative,” she said with humor.

She is also a strong defender of Antiguan culinary traditions, advocating for authentic recipes like ducana and fungi, which she sees as cornerstones of the nation’s cultural identity.

Despite challenges, Payne continues to mentor other rural women, proving that farming can be both profitable and fulfilling. “ It saddens me when I see women who think they can’t make it. I try to show them that yes, they can,”she emphasized. 

With the recognition from IICA, Payne hopes her story will inspire more women and young people to see agriculture not just as survival, but as opportunity. “For me, the sky is the limit,” she affirms.