Food face-off: JTB launches Jamaica Cooking Challenge for agents

The Jamaica Tourist Board (JTB) has recently launched a Jamaica Cooking Challenge that invites travel advisors to recreate a taste of the island at home.

Each month, the JTB Canada sales team is releasing a new cooking video featuring an authentic Jamaican recipe prepared with step-by-step instructions by Chef Latoya Fagan.

Agents are encouraged to prepare the recipe at home and share a photo of their finished dish for a chance to win delicious prizes each month.

The campaign gives travel agents a chance to learn how to cook a variety of traditional Jamaican dishes throughout the year and gain a new appreciation for the destination’s rich culinary heritage. 

The Jamaica Cooking Challenge 2023 recipe lineup includes:

• April: Jamaican Curried Goat
• May: Salt Fish Callaloo Fritters
• June: Corned Beef
• July: Red Pea Soup
• August: Patty Supreme
• September: Escovitch Fish
• October: Coconut Cake
• November: Fish Sandwich
• December: Pepper Shrimp

Jamaica’s expert foodie panel will review the delicious submissions and select one agent as the top chef for each month.

The winner will receive a $100 dining card and The Art of Cooking cookbook by local celebrity chef Selwyn Richards.

"Jamaica is a destination that’s well-known for its unique food and drink. This year, the JTB is inviting travel advisors to gain a new appreciation for the country's signature cuisine by recreating some of our favourite island dishes at home,” said Angella Bennett, regional director, JTB Canada, in a statement to PAX.

“The Jamaica Cooking Challenge gives our Canadian sales team a unique opportunity to build community with travel advisors across the country each month as we invite them to prepare and share authentic Jamaican recipes for a chance to win delicious prizes.”

The March winner of the Jamaican Cooking Challenge was Sandra Williams Reid of TTI Travel in Ajax, Ontario.

She was presented with her prize during the T.O. Food & Drink Fest on April 1.

Agents can learn more about the Jamaica Cooking Challenge, watch each month’s featured recipe video, and submit their entries here. 

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