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The Jamaica  Observer Food Awards which took place last week in the manicured gardens of Devon House was the 25th iteration of what has become a major event on Jamaica’s social calendar.

It was a splendid affair and the grandeur and gastronomy on display was first-class. There are not many social events in Jamaica executed with such aplomb.

You have the Oscars, Royal Ascot, and The Met Gala – all events marked off on the social calendar from the beginning of the year by the cognoscenti. The Jamaica Observer Food Awards is Jamaica’s equivalent.

Epicurian delight for those who have an appreciation for the finer things in life.

The Jamaica Observer Food Awards is the brainchild of the newspaper’s Lifestyle Editor Novia McDonald Whyte, Jamaica’s very own answer to Anna Wintour.

She conceived of an award ceremony both acknowledging and celebrating Jamaican culinary expertise.

Back in 1999, when the first Jamaica Food Awards took place in the courtyard of Red Bones, no one could have envisaged the success this vision of Novia’s would have.

Traversing the elegant booths and sampling the sumptuous fare, there were many young people taking pictures with their smartphones, posing it up and revelling in being seen.

Many were not born yet or were children when Novia set out on this journey. At the time there were naysayers and doubters but look what it has become now undoubtedly the best food award event in the Caribbean.

This is something to note for a generation not known for its vision, tenacity or work ethic, a generation that believes it should come all so easily. 

Today, all of Jamaica’s major food, beverage and hospitality brands see The Jamaica Observer’s Food Awards as de rigueur and see to it that their presence is ensured. The exhibitors and sponsors have grown year on year.

Speaking with Our Today, Novia McDonald Whyte chuckled, “ We have come a long way baby as the saying goes. All what you see is a team effort and everyone involved from the Jamaica Observer steps up. Twenty-five years ago, if a young person told their parents they had ambitions to be a cook, they would be met with derision. Today, Jamaica has produced some fine chefs and there are  far more restaurants and wine bars around the country than there were a quarter of a century ago. Today, Jamaicans have higher standards for cuisine offerings and operators have to meet them. People around the world are all too aware of Jamaican gastronomy and it is an industry that has enormous potential in this country.”

McDonald Whyte observes that a number of chefs including  Colin Brown, Brian Lumley, Nigel Spence, Sarah Mair, Michelle and Suzanne Rousseau, Jacqui Tyson, and Mark Cole have become celebrities in their field and that there is demand for their services. In Jamaica today, the question is often asked, “ Who is catering the event? “  We are now at the stage where Jamaicans want to dine out.”

When the Jamaica Observer Food Awards first got underway you had Anabella Seaga showcasing what could be done with bammys. This year we saw how specialist things have become where every taste and dietary requirement is catered to. We saw lactose-free rum cream make an appearance at this year’s Food Awards. 

Wait-a Bit-Vodka was also on display this year, where water from the Cockpit Country and selected yellow yams are used to produce a premium-made Jamaican vodka, a truly unique Trelawny product crafted by Lincoln Nicolson.

McDonald Whyte continued: “Twenty-five years ago, the aim was to highlight the burgeoning culinary industry in Jamaica which really was in its nascent form. We had no idea just how receptive people would be to it but we felt it was important to bring it to the attention of Jamaicans and to give those in the industry a boost and let them know their efforts were not going unrecognised. Former Government Minister John Junior was our first guest speaker and years later we were able to bring down world class chefs including Marco Pierre White, who became the first British chef to be awarded three Michelin stars. Today we are confident enough to celebrate our own chefs and support them. 

“We have to see the Caribbean region as a food destination and to show that we are proud of who we are. The aim now is to go one step further and build on what we have achieved over the last twenty-five years. 

The Jamaica Observer Lifestyle Editor is calling for a food certification programme.in  Jamaican cuisine. People can’t come to Jamaica and rip off jerk chicken, patties, escovietch fish etcetera. You can’t just pull out “jerk rice” out of a hat,-you need certification. Here she believes the University of Technology (UTECH) has a role to play.

She implored, “ We need to be more creative with the delivery of our cuisine and utilise our chefs, particularly at the tertiary level. Mark Cole should be a guest lecturer at UTECH.  It is a shame that students don’t know the names of our great chefs.”

Reflecting over the last twenty-five years, Novia MacDonald Whyte is pleased and gives kudos to the people who have played their part in making the Jamaica Observer Food Awards what it is today. She cites the invaluable contribution of Deputy Managing Director Natalie Chin Samuda. Natalie has never been one to bang her own drum but her work ethic and ability to lead teams has been commendable for years-a true asset.. She has marshalled forces that turn the Jamaica Observer Food Awards into a stellar event, continually seeing to it that innovations continue to make it top draw.  Digicel’s first CEO, Seamus Lynch and his successor David Hall gave their full support, EG Hunter who is today the CEO of the National Works Agency shared the vision and rolled up his sleeves and got stuck in, the late Norma Shirley whose advice and expertise was instrumental in those early days. The late Brian George, former boss of Supreme Ventures was a true ally so too Ian Levy, Christine Griffiths and Murine Capleton of MC Decor, who gave her services for free.

Ann Marie Wass of Every Blooming Thing gave the decor that resplendent touch. Managing Director of Coffee Traders Limited and Cafe Blue Jason Sharpe has always gone above and beyond for the Jamaica Observer Food Awards. The judges past and present, the managing directors over the years and the irrepressible Editor-in-Chief Vernon Davidson. 

“I have to give special commendation to the founder of the Jamaica Observer, the late Gordon ‘Butch’ Stewart who was fully behind the awards. Jaime and Adam Stewart really helped to get us to where we are today. Jamie’s insights were like gold nuggets- just marvellous. It is said that success has many parents and failure is an orphan and in our case, that is so true. The Jamaica Observer Food Awards is not simply about all the sumptuous food. We have to appreciate the carpenters, the designers, and the signage professionals who all play their part and help to make this major event happen year in year out.
In decades gone by, we were not proud of our food but that has changed now. I’d like to see the rest of the region join us in celebrating their food. I am thankful to God to see 25 years of the Jamaica Food Awards.” Said Novia McDonald Whyte.