FOR 60 years, Tastee Jamaica has commanded the support of Jamaicans, becoming as synonymous with the island as the patty itself. But the company’s legacy stretches far beyond food. Having established itself as a key contributor to the discovery of some of Jamaica’s most talented entertainers, Tastee has firmly cemented its place in the hearts of Jamaicans globally. On Friday night, the company showed its appreciation to its local fanbase, treating scores of Jamaicans to a free concert of the highest entertainment quality.

With Emancipation Park transformed into a sprawling celebration of music and memories, the event was far more than an anniversary concert. Hosted by veteran broadcaster Jennifer “Jenny Jenny” Small, it was as much a celebration of Jamaican music as it was a birthday party for the company. Agent Sasco, Tarrus Riley, King Yellowman, Nadine Sutherland and a host of others created an atmosphere that reflected both legacy and loyalty.

For some of the night’s performers, however, appearing on the Tastee stage carried even greater significance, having gained their break in the industry decades ago through the talent search spearheaded by the company.

“We a eat patty over 60 years. Big up Tastee. Tastee is the one that make people know me international,” said King Yellowman as he paused his set to remind the audience of his third-place finish in the inaugural Tastee Talent Contest in 1979.

Giving a commanding performance, Yellowman treated the crowd to a short yet energetic set, which included songs such as I’m Getting Married in the Morning and Zungguzungguguzungguzeng.

Also turning in a vibrant performance was the 1979 competition winner, Nadine Sutherland. She performed hits such as Action, Starvation — which she released a year after her win — and Babyface. In what she described as a full-circle moment, Sutherland recalled how Tastee changed her life when she was just 11 years old.

Tarrus Riley made a special appearance at the Tastee 60th anniversary concert at Emancipation Park on Friday. (Photo: Karl Mclarty)

“I’m still in disbelief that it’s been 46 years since the 11-year-old me was brave enough to get on that stage. I was known as ‘the little girl from Above Rocks’ who was brimming with confidence. I had to draw back for that little girl tonight and just soak it all in. I’m grateful that I’m still here, and I still love this,” she said.

Tastee’s own story began in 1966 when Vincent and Valerie Chang opened the company’s first operation at Union Square in downtown Kingston. As demand grew, the business expanded, eventually establishing its headquarters in Cross Roads and developing a footprint across the island. Somewhere along that journey, Tastee’s relationship with Jamaica began extending beyond what it served across the counter.

Over its decades-long run, the Tastee Talent Contest — later known as the Tastee Talent Trail — became an important proving ground for emerging Jamaican performers, including Beenie Man, Papa San, Cobra, Mr Vegas, T.O.K., Glacia Robinson, Brian and Tony Gold, and several others.

It was therefore little surprise that the company received an abundance of praise from the night’s performers.

That spirit of giving was not confined to Tastee’s entertainment history. After the company awarded 13 students $60,000 each towards tuition through its back-to-school initiative, Agent Sasco extended the gesture from the stage, committing to cover the tuition of another high-school student.

Sasco’s giveback didn’t stop there, as he treated patrons to a delightful set, which included spirited performances of crowd favourites such as Winning Right Now, Hand To Mouth, Hand Inna Di Air, Idiot Thing Dat, Banks of the Hope, and others.

Agent Sasco performs at Tastee’s 60th anniversary concert at Emancipation park on Friday. (Photo: Karl Mclarty)

Alaine also turned in a quality set, performing songs such as Dreaming, Rise In Love, Bye Bye and Ordinary Love.

Abijah, Carey Sayles, Tony Rebel, Sista Pat, Tarrus Riley, Richie Stephens and saxophonist Dean Fraser were among the evening’s other performers, rounding out a musical package that traversed generations and genres.

Speaking with the Jamaica Observer following the concert, patrons sought to explain Tastee’s longevity. Noting that not many companies would think to give back to their supporters in such a tangible way, concertgoers said Tastee’s knack for recognising the support of its consumers has helped establish its 60-year legacy.

“Tastee is not just about the patties. They’ve always been about giving back in some way, shape or form. If it weren’t for Tastee, Jamaica and the world would not have discovered talent such as Beenie Man, Yellowman, Nadine Sutherland, and so many others,” said Suzette Morgan.

“Their dedication to the Jamaican people has always been evident and it was proven again tonight when they hosted this free concert. The fact that we didn’t have to pay anything didn’t take away from the quality of the show. We got solid performances while we nibbled away on patties. It was a perfect way to celebrate their anniversary.”

Tony Rebel was also among the guest performers at the free concert hosted by Tastee Jamaica on Friday. (Photo: Karl Mclarty)

Marcia Stewart agreed.

“Tastee is big in Jamaica because it’s big on supporting Jamaicans. We love our patty and the company has proven over the years that they value the support of their consumers. Hosting a free concert showed exactly how much they appreciate Jamaicans, and I hope they last another 60 years,” she said.

Friday night proved that while patties built the Tastee name, the company’s legacy has also been shaped by the love of the Jamaican people.

For decades, Tastee fed Jamaicans more than simply food. Through its talent competition, it also helped feed an entertainment industry that would eventually send some of the artistes it discovered onto stages around the world.

Behind the songs, the memories and generations of performers sharing one stage was the story of a Jamaican institution that has managed to remain part of the country’s everyday rhythm for six decades.

At 60, that relationship remains as much a part of Tastee’s legacy as the patties themselves.