Carmel, Calif.-based grower-shipper Fresh Alliance plans to launch a new vegetable line in late October.

Fresh Alliance’s new Red Wagon Farms brand includes Mexican hothouse and field tomatoes, bell peppers and cucumbers, according to a company news release.

Red Wagon Farms products will ship in retail-ready boxes, and Fresh Alliance will deliver product directly or through distribution facilities in Nogales, Ariz., and McAllen, Texas.

Early reception to the line has been positive, said J.C. Myers, managing partner.

“Brand feedback is very positive. Consumers connect with the nostalgic image of the Red Wagon.”