The sweet scent of jerk will fill the air at the Dump Up Beach in Montego Bay this Sunday when the Western Jerk Festival comes to its shores.

Promoters Bankylous and Yashbowl said that the event is more than just a festival, it's an experience.

As such, three experiences will take place: a jerk festival, a fun day for children and a stage show later in the night.

Through the Western Jerk Festival they hope to bring a new experience to Montego Bay.

"Western Jamaica will experience jerk in a new way from jerk vegetables to jerk tofu for the non-meat eaters. There will be jerk rabbit for all those who want to go exotic. You name it we jerk it, that's our tagline," said Yashbowl.

He said that there will be many activities which are mostly geared toward children such as water slides, bounce-a-bouts, magicians and face painting.

The beach will also be open for the day, so a full day of activities can be expected.

line-up

The stage show is set to begin at 6 p.m and will feature Bounty Killer, Beenie Man, Romain Virgo, Khago, Kiprich, Food Kartel and Black-er. Montegonians Mackie Concious and Mr West are also to be on the lineup.

GT Taylor, Big A and Ragashanti will be the event's MCs.

Being a family event, the organisers plan to end at midnight.

"It is not one of those shows that go until late in the night to morning. We're coming out of Dump Up Beach at 12 o'clock so that children can enjoy themselves and adults can enjoy themselves and get home early enough to get rest and be up on Monday," said Yashbowl.

Proceeds of the festival will go to the Yashbowl Under-16 Football League.

He pointed out that although it's the Western Jerk Festival, jerkmen from various sections of Jamaica will be present.

"The event is not limited to jerkmen from western Jamaica as the top of the top from Portland and Kingston will be there. The whole entire jerk experience will be unfolding at the Dump Up Beach and we're hoping for a bigger and better experience as we fine-tune for future stagings," he said.