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Since making sustainability a core focus in 2019, Reggae Sumfest has consistently woven climate-conscious initiatives into its festival experience. At the 2025 staging of its annual Family Fun Day, held at the Catherine Hall Stadium in Montego Bay, St James, the message took centre stage once again, with at least two booths leading the charge in educating patrons on the importance of recycling.
In a move that replaced littering with learning, bottled items sold on location were recollected, and in exchange, participants received school supplies courtesy of Cran Wata. For the brand, the bottle drive went far beyond a simple giveaway; it served as a platform to reinforce shared values around environmental stewardship.
“We have a longstanding partnership with Recycling Partners of Jamaica, and we think it’s really important to ensure we play our part in preserving the environment. It’s not lost on us that our products are sold in plastic bottles, and so we want to work as hard as possible to make sure that what we sell, we take back,” said Britanny Thwaites, brand manager for Wata/Cran Wata.
Equipped with school supplies and book vouchers, Thwaites and her team were highly visible on the grounds, collecting bottles from the various bar stations across the venue. The Cran Wata booth also doubled as a knowledge hub, providing quick facts and conversation starters on recycling as they engaged both children and parents.
“Children are the future, and if this mission is going to succeed, then we have to pass it on to the next generation. That is also very important to us at Cran Wata,” she continued, praising the Sumfest team for integrating community and family into the festival experience.
Also present was longtime Sumfest partner Esirom, whose commitment to sustainability has been evident across multiple stagings of the event. The Esirom team expressed pride in the evolution of Sumfest’s green initiatives and emphasised the educational value that Family Fun Day brings each year.
“Sumfest is the biggest music festival in the Caribbean, which means there is a large environmental impact, and they’ve acknowledged that and have always been willing to play their part in alleviating said impact. It’s impressive, and we are grateful for the fact that sustainability for Sumfest isn’t just about ticking a box. They invest their money, and every year we’re shocked to see how receptive the crowd is to the information we give them at the Fun Day,” said Khalia Hall, sustainability manager at Esirom.
Leeann Dunkley, sustainability coordinator at Downsound Entertainment, the entity which hosts the festival, said their green mission is intentional. She noted that the aim is to move beyond symbolic gestures and foster a genuine culture of environmental responsibility among patrons, vendors, and partners.
Dunkley explained that the team has been working behind the scenes all year to ensure that Sumfest reflects modern, responsible event practices, not just during showtime but throughout the planning process.
“We’re deliberate in how we choose partners, the materials we use, the messages we send, and even how we manage waste. Every detail matters, because we understand the kind of impact a festival of this scale can have – both positively and negatively – and we want to be on the right side of that,” Dunkley emphasised.
The 2025 staging of Reggae Sumfest, the island’s weeklong summer reggae festival is scheduled for July 13 - 19 in Montego Bay, St James. Sunday’s Family Fun Day kickstarted the activities which will unfold during the week. Included are themed parties, sound system events, and the main concert nights, Thursday to Saturday, which will showcase live performances.
Taking the stage on July 18 at the Catherine Hall Stadium will be Vybz Kartel, Masicka, Tommy Lee Sparta, Skeng, and Govana, D’Yani, Jamal, Laden, Shaneil Muir and Harry Toddler. Queen of the Dancehall, Spice, will crown Vybz Kartel King of the Dancehall on Friday night.
Festival Night 2, July 19, will showcase Toni Braxton, Tarrus Riley, Protoje, Lila Iké, I Wayne and Fantan Mojah. Other days will offer events like an All White party, Sound System Explosion, Beach Party, and the newly introduced Global Fête, which combines Afrobeats, hip hop, reggae, and dancehall.
Reggae Sumfest is this year celebrating 32 years as the Caribbean’s largest reggae festival.
English (US) ·