Half Way Tree - Jamaican Food Consortium

Local food producers in Jamaica looking to enter the North American market have joined together as a consortium under the brand Half Way Tree. Half Way Tree is the urban meeting point in Kingston, Jamaica and represents a historic locale where vendors would sell their homemade goods. The group of food producers asked for one version representing old-world sensibility and another celebrating a romanticized era of travel in the tropics. The old-world label (shown here) with tropical motifs and the Jamaican Doctor Bird was selected.