Brand manager Dionne Henry says that this event will not only seek to bring interaction and enjoyment to the residents who have had a rough couple of months, but will nurture connections with the consumers.

“I have mixed emotions as it relates to this weekend’s event in the wake of what the communities have recently endured from the passing of Hurricane Melissa. But, I’m truly looking forward to connecting with the people of St Elizabeth again. I’m looking forward to share in a sense of normalcy again and giving back to a community that has remained loyal to the brand despite the challenges. I’m looking forward to the small human moments, sharing in some survival stories and being in a space where chaos isn’t the immediate order of the day but rather connections, laughter and giving back,” she said.

The pop-up will feature all-day giveaways, a kiddies’ village, a guest DJ and a surprise guest artiste. For every Tastee Cheese purchased, part proceeds will be donated to the Hurricane Melissa relief fund.

She also reasoned that Tastee has remained a consistent family brand over the last six decades because of intentionality and quality products.

“I believe that Tastee cheese has earned its reputation over the years because it has proven to Jamaicans, the diaspora and the international food connoisseurs to be consistent, uniquely flavoured and authentically Jamaican. Tastee cheese’s longevity stems from being intricately woven into the fabric of the Jamaican lifestyle and into moments that matters,” she said.

Added Henry: “Tastee cheese enjoys an enviable reputation from its consistency, quality and cultural heritage that creates experiences fused with Jamaican tradition and a way of life. The emotional imprint of Tastee cheese is cemented in the generational endorsement that moves Tastee cheese  from mere reputation to tradition.”

Meanwhile, marketing manager Barrington Groves noted that this is a strategic way to kick-start the Easter season and spread joy.

“We recognise the importance of giving back to the Western Parishes. St Elizabeth was one of the worst hit parishes and we thought it prudent to bring some joy to the parish. Especially as we have entered the easter season it’s the perfect opportunity to give back to those who have supported Tastee Cheese,” Groves said.

He is looking forward to seeing scores of smiling faces on Saturday, as he anticipates a successful initiative.

“Come out and share a smile with us as we jive to the ‘Taste eh Beat.’ We will also have deals and specials. Here is also an opportunity to get to try our easy to open tubs which has the same great tasting Tastee Cheese in a convenient easy to open tub. Our dancers will entertain and we will also have a special guest artiste,” he added.