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Just over a year after Hurricane Beryl wreaked havoc on Jamaica’s south coast, the parish of St Elizabeth is expected to come alive again with the second staging of the Treasure Beach Food, Rum, and Reggae Festival.

The resilience of the parish will be on full display as festival organisers promise three delicious days of non-stop food and rum coupled with an electrifying entertainment package.

Festival Co-director Jason Henzell, in his introduction to guests at the festival’s official media launch on Tuesday, spoke passionately and paid tribute to the parish’s farmers and fisherfolk. Henzell shared that a collective effort has brought the parish back.

“In 2023, we had a fantastic festival, and the plan was to make it an annual festival, but we all know what happened in 2024 with Hurricane Beryl. We had to do a lot of work to rebuild. [A]nd we raised enough money to not only help people rebuild but to help farmers and fisherfolk get back into their fields and out to sea. We were all about community development, and now we’re back with a really exciting event for you.”

The event, set for November 7-9, will feature special performances from Chris Martin, Capleton, and Agent Sasco. It is expected to bring together the best of Jamaica’s culture and will also feature a vibrant farmer’s market at which guests can shop for fresh produce. There will also be an artisan village that guests will be able to explore. Some of the south coast’s most iconic attractions will host guided tours, among them Lover’s Leap, Pelican Bar, and more.

Minister of Agriculture, Fisheries and Mining Floyd Green boldly declared that, with St Elizabeth showing tremendous growth over the years, the parish is slowly becoming an entertainment hub.

“Last staging was excellent, but this year is going to be even better, and we are looking forward to hosting you. The best thing about Treasure Beach is the people. What we love about festivals of this nature is that they have a net positive effect on our communities,” said Green, who also serves as Member of Parliament for St Elizabeth South Western.

“They bring in real income because you’re going to come down to stay, and we don’t do the all-inclusive thing. We do community-style tourism, so when you come you’re going to have to come out and go to the bar and buy breakfast at Smurf’s and support the local community, and that’s why we love festivals of this nature. We’re looking forward to showcasing the best that the south coast has to offer,” he added.

Also in attendance at the launch held at Itopia on West King’s House Road was Minister of Entertainment and Culture Olivia “Babsy” Grange. Prompting organisers to ensure her room is booked, Grange said the festival is not to be missed as it is guaranteed to bring the best of Jamaica’s culture to the fore.

“I want to really commend Jason and the team because, after Beryl and all the flooding, they really worked hard to bounce back and do this festival,” she said. “There are more reggae festivals in the world than we have in Jamaica, but it means that we have given the world a music that has penetrated all corners... and we have to make sure we exploit what we have given to this world and this festival is a perfect example of how important it is for us to enjoy and promote what we have created... ”

New to this year’s staging is a breakfast party on Saturday, November 8, at Jack Sprat, bringing a fusion of Reggae and EDM. Featuring DJs Kamal Bankay and DJ Pietro, the event promises to infuse the weekend with a unique, high-energy vibe.

Tuesday night’s launch featured a brief performance from headline act Agent Sasco as well as up-and-coming reggae band Mesh Merina.