Attempting to unify the branding of their red potatoes, Red River Valley grower-shippers are rolling out a new logo.

Red River Valley potato growers introduce logoThe East Grand Forks, Minn.-based Northern Plains Potato Growers Association plans to use the logo to strengthen visibility of the region’s potatoes. With Red River Valley potatoes being shipped under more than a dozen separate brands, the region’s identity was fragmented, according to the association.

The association is creating a 5-pound poly bag design using the new logo for to give the association’s 13 shippers a unique identity.

Working with a marketing firm, the association also developed a Kwik-Lock bag that shippers can affix to existing bags.

The association characterizes the label as a simple one that shows the Red River splitting two potato fields, one in North Dakota and the other in Minnesota. Black and green colors represent dirt between potato rows and symbolize the valley’s rich black loam soil.

The association chose “Nature’s Flavor” as a phrase to highlight how the valley’s unique soil and climate help produce flavorful potatoes, according to the release.

The association’s newly elected chairman, Carl Hoverson, owner of Larimore, N.D.-based Hoverson Farms, suggested the association seek a new logo.