The California Sweetpotato Council has a new website, logo and marketing campaign.

The initial phase of the campaign includes the logo, which represents California sunshine and three shades of sweet potatoes to reflect the variety of the state’s crop.

The new website also provides consumers and the trade information about California varieties, recipes, nutrition, tips and news.

The council’s marketing language includes the phrase “CA Difference.”

San Francisco public relations firm Ketchum assists the Livingston, Calif.-based council on the campaign. Outreach to social media and food bloggers is also planned. Facebook and Pinterest pages were expected to launch by the end of December.

“Our goal is to promote the value and benefit of California sweet potatoes,” Jason Tucker, council member and grower, said in a news release. “We want to engage everyone in the discussion about the benefits of a ‘natural-fit’ California sweet potato.”