The Tourism Ministry will begin to use Jamaica’s premium coffee as a marketing point for bringing tourists to the country.

That’s according to Tourism Minister Ed Bartlett, who says passengers onboard the Norwegian Bliss, which is set to dock in Ocho Rios tomorrow, will receive a cup of Jamaica Blue Mountain Coffee, on arrival.

The gesture marks the start of a new initiative, by the ministry and key stakeholders, to have Jamaican Blue Mountain Coffee offered to all cruise passengers disembarking at Jamaica’s main ports.

The minister notes that the new marketing initiative for coffee will also include having the product featured at all international events that the Ministry of Tourism and the Jamaica Tourist Board will participate in this year.

He was speaking at the press launch of the third annual Jamaica Blue Mountain Coffee festival, this morning.

Meantime, as the Jamaica Coffee Exporters Association and its stakeholders embrace today as Blue Mountain Coffee Day, the association is implementing a number of strategies to advance the development of the Jamaica Blue Mountain brand, both locally and globally.

Speaking with Irie FM News, President of the Jamaica Coffee Exporters Association, Norman Grant notes that among the strategies, is the mounting of billboards in the tourism areas.

Mr. Grant adds that, the association, along with the Jamaica Agricultural Commodities Regulatory Authority, and the Jamaica Promotions Corporation, have also engaged in a global promotion of Jamaica Blue Mountain Coffee, by attending international exhibitions.

He says, the team is working towards the development of a five year marketing strategy for Jamaica Blue Mountain Coffee.

Mr. Grant explains that the marketing strategy, would aim to highlight that Jamaica has an excellent coffee brand which can also be enjoyed by coffee lovers  across the world.