WHEN Fontana first introduced its Wishing Tree in 2016, it was a small in-store effort designed to make Christmas a little brighter for children in need.

The idea was simple: Allow customers to choose a tag with a child’s name, purchase a gift, and return it for delivery.

Almost a decade later that simple gesture has grown into one of Fontana’s most recognisable charitable traditions, connecting hundreds of Jamaicans every year through an act of giving.

For Fontana, the Wishing Tree reflects the company’s long-standing commitment to community support. Each tag represents a child from a children’s home, paediatric ward, or community group.

Over the years, customers have come to anticipate the tree’s arrival, seeing it as an accessible and meaningful way to help. More store locations participate annually, and the number of children served has steadily increased. What began as a modest initiative has become a national programme that touches lives across the island.

This Christmas the initiative returns at a time when many families are still recovering from the impact of Hurricane Melissa.

The Category 5 storm brought widespread damage, displacing families and disrupting daily life. This year’s Wishing Tree aims not only to continue its regular outreach but to offer comfort to children affected emotionally and materially by the disaster.

In addition to the usual beneficiaries, Fontana will match every customer’s gift with one of its own, ensuring that children impacted by Melissa receive direct support.

“The Wishing Tree represents who we are at Fontana: Community-focused, compassionate, and committed to lifting up Jamaican families,” said Anne Chang, chief executive officer.

Chang was supported by Stephanie Smith, the company’s marketing manager, who added, “We are deeply grateful for the generosity we see from our customers and staff every year. This year, that impact goes even further as Fontana will match every gift purchased — doubling the reach and spreading twice as much joy to children who need it most.”

That generosity is already being felt in stores. Shopper Shadai Ford shared that she participated because Jamaica has been through so much this year, and giving back felt especially important.

Ford’s sentiment mirrors what many customers have quietly expressed — a desire to do something small but meaningful in a difficult time.

Participation remains straightforward: Customers visit any participating Fontana Pharmacy, select a tag listing a child’s name and age, purchase a gift in-store and receive 20 per cent off that item, then return the gift and tag to the cashier for packaging and delivery.

Fontana’s team wraps any unwrapped gifts and ensures that all items are delivered on time, coordinating directly with each home and hospital.

Confirmed beneficiaries this year include Annie Dawson Children’s Home, Sophie’s Place, Mary’s Child, Jamaica National Children’s Home, Wortley Home for Girls, Widow’s Mite, the Savanna-la-Mar Hospital paediatric ward, Mount Olivet Boys’ Home, Blessed Assurance, and the Strathmore Gardens Children’s Home.

Chang has indicated that additional homes may be added as needs are confirmed. In total, approximately 550 children are expected to benefit from the initiative.

Fontana is encouraging its customers to choose thoughtful, age-appropriate gifts such as dolls, toy cars, building blocks, books, art supplies, footballs, board games, school bags, stationery, clothing, and hygiene care sets.

The guidance remains simple: Select something that will bring joy or provide useful support.

Although the programme only launched recently, early uptake has been strong. Many customers have expressed that, in light of Melissa, they feel an increased desire to give back and support children who may have lost possessions or stability during the storm.

“What began as a holiday experiment in 2016 has grown into a trusted community programme that customers look forward to each year. In a challenging season for many families the Wishing Tree stands as a reminder of the impact of small, deliberate acts of care,” said Chang.

“This year Fontana hopes that expanded participation, along with its matching commitment, will help bring a sense of comfort and normalcy to children across Jamaica who need it most,” added Chang.

Fontana team members share a moment with Mary’s Child Manager Nadia Williams (centre) during the company’s 2024 Wishing Tree handover at which gifts were delivered to mothers and babies at the home. The Fontana team members are (from left) Melissa Shaw, digital media coordinator; Nadia Dawson, marketing coordinator; Shaundae Demns, digital media strategist; and Morgan Binger, PR/outreach coordinator.

CHANG…the Wishing Tree represents who we are at Fontana: Community-focused, compassionate, and committed to lifting up Jamaican families