Exhibit 31.1

                       Sarbanes-Oxley Section 302
                Certification of Chief Executive Officer
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I, Melvin S. Gordon, certify that:

1.  I have reviewed this quarterly report on Form 10-QSB of Paradise,
Inc.

2.  Based on my knowledge, this quarterly report does not contain any
untrue statement of a material fact or omit to state a material fact
necessary to make the statements made, in light of the circumstances
under which such statements were made, not misleading with respect to
the period covered by this quarterly report;

3.  Based on my knowledge, the financial statements, and other financial
information included in this quarterly report, fairly present in all
material respects the financial condition, results of operations and
cash flows of the small business issuer as of, and for, the periods
presented in this quarterly report;

4.  The small business issuer's other certifying officer and I are
responsible for establishing and maintaining disclosure controls and
procedures (as defined in Exchange Act Rules 13a-15(e) and 15d-15(e))
and internal control over financial reporting (as defined in Exchange
Act Rules 13a-15(f) and 15d-15(f)) for the small business issuer and
have:

  a) Designed such disclosure controls and procedures, or caused such
     disclosure controls and procedures to be designed under our
     supervision, to ensure that material information relating to the
     small business issuer, including its consolidated subsidiaries, is
     made known to us by others within those entities, particularly
     during the period in which this report is being prepared;

  b) Designed such internal control over financial reporting, or caused
     such internal control over financial reporting to be designed under
     our supervision, to provide reasonable assurance regarding the
     reliability of financial reporting and the preparation of financial
     statements for external purposes in accordance with generally
     accepted accounting principles;

  c) Evaluated the effectiveness of the small business issuer's
     disclosure controls and procedures and presented in this report our
     conclusions about the effectiveness of the disclosure controls and
     procedures, as of the end of the period covered by this report
     based on such evaluation; and

  d) Disclosed in this report any change in the small business issuer's
     internal control over financial reporting that occurred during the
     small business issuer's most recent fiscal quarter (the small
     business issuer's fourth fiscal quarter in the case of an annual
     report) that has materially affected, or is reasonably likely to
     materially affect, the small business issuer's internal control
     over financial reporting; and

5.  The small business issuer's other certifying officer and I have
disclosed, based on our most recent evaluation of internal control over
financial reporting, to the small business issuer's auditors and
the audit committee of the small business issuer's board of directors
(or persons performing the equivalent functions):

   a) All significant deficiencies and material weaknesses in the design
      or operation of internal control over financial reporting which
      are reasonably likely to adversely affect the small business
      issuer's ability to record, process, summarize and report
      financial information; and

   b) Any fraud, whether or not material, that involves management or
      other employees who have a significant role in the small business
      issuer's internal control over financial reporting.


 Date:  August 16, 2004

 /s/ Melvin S. Gordon
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 Melvin S. Gordon
 Chief Executive Officer and Chairman