THE Sandals Foundation is inviting hoteliers as well as cruise and tour business operators in and around Ocho Rios to choose Pineapple Craft Market as a must-visit location for guests to enjoy an authentic Jamaican experience.

Last Thursday the philanthropic arm of Sandals Resorts invited more than 50 tourism stakeholders, business leaders, policy makers, and investors to tour the newly revamped craft market, witnessing first-hand the improved facilities and offerings of its 110 vendors.

The event was designed to showcase the future of what craft markets could be — an immersive experience of Brand Jamaica.

With a taste of freshly chopped coconut water, live performance by a Kumina band, and dancers, board games, as well as a variety of live crafts, including jewellery making, wood carving, painting, basket weaving, and crochet, attendees were engaged in unique activities with a local flare.

“We want tourism operators to see this space as a ‘must stop’ for guests, whether they are staying at a hotel or spending a few hours with us from a cruise ship,” said Karen Zacca, operations director of the Sandals Foundation.

“The Pineapple Craft Market is a great hub for the continued development of our creative and cultural industries offering authentic Jamaican food, drink, games, and products,” added Zacca.

The Sandals Foundation has, over the years, invested more than $3 million in key infrastructure upgrades as well as capacity-building of its vendors and artisans to improve the visitor experience.

To date, the philanthropic organisation has helped in the construction of a seated gazebo, improved safety and security with the installation of perimeter fencing, and has worked closely with the Urban Development Corporation (UDC) to improve the facility’s amenities.

The Sandals Foundation also facilitated business development and marketing training for members to enhance their customer service skills and earning potential.

President of the Pineapple Craft Traders Association Clare Bruce expressed joy in the development, noting the invaluable effect increased customers will have in the lives of its members.

“The Pineapple Craft market is so blessed to have such wonderful organisations invest in our continued development. This event and all the work that is being done will give us the spotlight that we have been hoping for, giving us the opportunity to continue doing what we love while being able to support our families comfortably,” said Bruce.

For Anthony Robinson, a 15-year craft veteran and carver, his art is a passion.

“It has been a joy being able to produce crafts for tourists and Jamaicans alike, and we are excited about being able to continue to showcase our work for many years to come,” said Robinson.

The market, originally a pineapple grove, was established in 1978 and has since served as a creative hub for artisans in and around Ocho Rios.

The Showcase was attended by state minister in the Ministry of Industry, Investment and Commerce Delano Seiveright, president of the St Ann Chamber of Commerce Vana Taylor, representatives of the Jamaica Hotel and Tourism Association, Jamaica Vacations Limited, the Tourism Product Development Company, Port Authority, the UDC, hoteliers, tour operators, and others who were encouraged to see the potential and explore opportunities for their guests to enjoy.

“Guests look forward to our vibrant culture and heritage, and this craft market provides just that,” said Zacca.

“By investing in artisans and spaces such as the Pineapple Craft Market we are supporting local families and communities, boosting the local economy, and fostering a deeper connection to what makes our island the magic that it is,” declared Zacca.

Pineapple Craft Market carver, Yvonne, showcases her skill for the guests at the Pineapple Craft Market Showcase last Thursday.

Vendor Elaine Bennett inside her stall at Pineapple Craft Market in Ocho Rios, St Ann.

Kumina dancers Nerisse Reid (left) and Richard Garland (right) teach moves to Patrice Gilpin, public relations manager, Sandals Foundation.

Heidi Clarke (left), executive director, Sandals Foundation, and Lyndsay Isaacs, regional public relations manager Sandals Ocho Rios Resort, pose for the camera at Pineapple Craft Market.