FROM ALL accounts the Portland Jerk Festival in Boston over the last weekend was a resounding success, so much so that vendors ran out of that which made the festival possible, Boston jerk pork.
The festival, which by some accounts attracted about 20,000 people, follows a trend which is gaining in popularity; regional festivals based on a product that is indigenous to the area. So we have had the Trelawny Yam Festival, the St. Mary Banana Festival and now the Portland Jerk Festival.
Jerk pork, according to the legend, originated in the Boston area of Portland where the Maroons used special seasonings and a unique method of preparation for the wild boars which at one time abounded in the region.
The popularity of jerked pork has spread islandwide with chicken, fish and lobster added to the items which have come out tasting the better for having been jerked. True aficionados maintain that while there are imitations all over the island the authentic jerked method of preparation comes from one place, Boston in Portland.
It was therefore not surprising that thousands flocked to Boston to sample the real McCoy. The residents of the area, the Jamaica Tourist Board and the Ministry of Tourism and Sport are to be congratulated for the successful staging of the event.
Events marketing is a growing trend in tourism promotion and is based on the premise that visitors will go to an area to experience an event that is unique to it. The idea is not really new. For decades tourists have flocked to Ottawa in Canada for the annual tulip festival and to Pamplona in Spain for the running of the bulls. But other than our music festivals we have not fully exploited the possibilities of events marketing.
We believe that the Portland Jerk Festival has tremendous possibilities for events marketing that could include foreign cuisine specialists. But the hype should be matched with better management and organisation to avoid the appearance of chaotic overcrowding.
The opinions on this page, except for the above, do not necessarily reflect the views of The Gleaner.
