Treasure Beach Food, Rum & Reggae Festival makes successful return to St. Elizabeth

The Treasure Beach Food, Rum & Reggae Festival returned to St. Elizabeth over the weekend, drawing strong crowds for three days of music, food and cultural activities, with organizers reporting that attendance exceeded expectations.

Held from November 6 to 8 in association with Appleton Estate, the festival marked its third staging and a significant homecoming for the event following the devastation caused by Hurricane Melissa in the parish last year.

The weekend kicked off with Dubwise on Friday, November 6, followed by the main festival on Saturday, November 7, and concluded with the 7/11 Beach Party on Sunday, November 8.

The main festival featured a Food & Artisan Village, where local entrepreneurs, food vendors and creatives showcased their products and services. The evening concert was headlined by reggae artistes Protoje and Lila Iké, with additional performances from Zach Jones, Alex A-Game and Dahvid Slur.

Reggae singer Jesse Royal also made a surprise appearance, while DJs Kurt Riley, DJ Ratty, Exterminator, DJ Kevo, DJ Nova and Jason Panton Dubwise provided entertainment throughout the event.

Festival Co-Director Gregory Wright said the turnout was particularly encouraging given the importance of bringing the event back to St. Elizabeth as the parish continues its recovery from Hurricane Melissa.

“To see the festival return to Treasure Beach and be embraced in the way that it was this year has been incredibly rewarding. We set out to create a memorable experience for patrons while continuing to celebrate everything that makes this part of Jamaica so special, and the response exceeded our expectations,” Wright said.

“Beyond the performances and entertainment, it was wonderful to see people enjoying the food, connecting with local businesses, supporting our artisans and simply coming together to enjoy the weekend. We are grateful to everyone who contributed to making this staging a success, and especially to the St. Elizabeth community for welcoming us home. This gives us even greater motivation to continue building the festival and creating opportunities for the parish,” he added.

Appleton Estate, the festival's presenting partner, also highlighted the event's role in promoting Jamaican culture and supporting local businesses.

Nadia Kiffin-Green, marketing director at Appleton Estate, said the partnership reflected the company's commitment to celebrating Jamaica's cultural heritage.

“The partnership with the Treasure Beach Food, Rum & Reggae Festival reflects Appleton Estate's continued commitment to celebrating the very best of Jamaica. Food, rum and music are deeply woven into our cultural identity, and the festival provides a wonderful opportunity to bring these elements together while showcasing the talent, creativity and hospitality that make Jamaica so special,” she said.

“We are pleased to have been part of this year's successful staging and to support an event that also creates opportunities for local businesses and communities. We look forward to seeing the festival continue to grow.”

For Protoje, performing in St. Elizabeth carried special significance, particularly as communities continue rebuilding after the hurricane.

“It feels great to be back in St. Elizabeth. There’s always a positive energy here, and I grew up in these areas, so it’s great to be back and see people out enjoying themselves,” he said.

“After Melissa, it’s really good to see the community coming together and people getting back out and enjoying themselves after everything they’ve been through. The place isn’t perfect yet, and recovery takes time, but seeing this kind of energy here shows that we’re up and running. St. Elizabeth is like a second home to me, so whenever I get the opportunity to come back and be part of something happening here, I’m always happy to support it.”

Beyond the musical performances, the festival provided opportunities for local businesses through its Food & Artisan Village, presented by Rock Hard Cement and curated by Suga Lifestyle in collaboration with the Jamaica Business Development Corporation (JBDC) and Things Jamaican.

The village showcased locally made products and gave participating artisans an opportunity to reach new customers.

The festival also partnered with the Tallawah Initiative/Village Farmer Fund, which supports agricultural livelihoods, resilience and economic opportunities for farmers and communities in St. Elizabeth.

Following the successful staging, organizers say they intend to build on this year's momentum, expand opportunities for local businesses and strengthen Treasure Beach's position as a destination for cultural tourism on Jamaica's South Coast.