Tourism Minister, Edmund Bartlett says passengers on board the cruise ship Norwegian Bliss, which is set to dock in Ocho Rios tomorrow, will all receive a cup of Jamaica Blue Mountain (JBM) Coffee on arrival.
The gesture marks the start of a new initiative by the Tourism Ministry and key stakeholders to have JBM offered to all cruise passengers disembarking at Jamaica’s main ports. It is being organised to help increase brand awareness and sale of locally grown premium coffee to international markets.
“Tomorrow when the Norwegian Bliss arrives in Ocho Rios we will begin the programme I announced last year of having coffee tastings at the cruise ports, when cruise ships arrive in Jamaica. So 4,000 cruisers and 1,700 crew members will arrive tomorrow and they will all get a cup of our Jamaican coffee,” Bartlett said.
The minister made this announcement early Thursday, during the launch of the third staging of the Jamaica Blue Mountain Coffee Festival, at the Knutsford Court Hotel in Kingston.
He shared that the new marketing initiative for coffee would also include having the product featured at all international events that the Ministry of Tourism and the Jamaica Tourist Board will participate in this year.
“We are going to be inserting the Jamaica Blue Mountain Coffee in the marketing arrangements for upcoming tradeshows. In fact, we actually used it recently at our display in Japan. Now we are going to Berlin in March, for ITB (the world’s largest tourism trade fair), and we are going to establish there, the start of our coffee tasting arrangements, which will now be a feature of all our tourism exhibitions at tradeshows across the world,” Bartlett explained.
The minister added that the Jamaica Blue Mountain Coffee Festival would be a key part of their promotion for March arrivals.