Excelsior was the brainchild of three entrepreneurs who decided to challenge the dominance of the US based Nabisco Biscuits in the Jamaican Market. The three men were Lionel DeMercardo, Alfred D'Costa and Loius Wessels. Along with John Crook who brought expertise in biscuit making, they opened the Jamaica Biscuit Company factory on Church Street in Downtown Kingston, on August 12, 1911.
It was a decision that required a great deal of faith in the future, coming as it did, on the heels of Kingston's devastating earthquake four years earlier, and in the shadow of the rumblings in Europe which ultimately led to the First World War.
The name chosen for the brand clearly reflects the high expectations of the founders. The word "excelsior" derives from the same Latin root as the word excellent, meaning to surpass or to excel. Throughout its 104 years, Excelsior Water Crackers has lived up to the founders' expectations.
Because of their understanding of the unique taste preferences of the Jamaican consumer, they were able to produce a Cracker with a unique character.