(UPDATED COVERAGE, Jan. 10) Wisconsin grower-shipper RPE Inc. has introduced a new brand for its potato and onion lines.

The Old Oak Farms brand will be the Bancroft, Wis.-based company’s core commodity brand and will be widely available on packaging this year, said Randy Shell, vice president of marketing and business development.

“In the past, potato packaging has consisted of a smattering of one brand for russet potatoes, another brand for Idaho potatoes, another for red potatoes and so forth,” Shell said. “Not only is the plethora of brands confusing to the consumer when she’s trying to determine the difference between “Brand A” russet potatoes and “Brand B” russet potatoes, but it doesn’t give a display a consistent look and feel.”

Russet, gold, red, jumbo russet, fingerling and Idaho russet potatoes and a full line of onions will be packed by RPE under the Old Oak Farms brand.

New packaging will be color-coded to distinguish size and varietal differences and also will include flavor and usage information.

The Old Oak Farms brand emphasizes the producers who grow RPE’s potatoes and onions, Shell said. Each bag will include a photo and quote from one of the key people involved in producing that specific variety.