Alsum Farms & Produce has a new brand with Harvest Delites. ( Courtesy Alsum Farms & Produce )

Alsum Farms & Produce Inc., Friesland, Wis., plans to introduce a new brand, Harvest Delites, for potatoes.

The brand will launch with Wisconsin russets in 5- and 10-pound poly bags, and will be available year-round.

“The Harvest Delites brand features eye-catching, earthy packaging that capitalizes on how our farmers nurture the crop and the soils they grow in as well as how potatoes nurture our body,” according to a news release. Bags include a recipe on the back.

The packaging and brand will be displayed at the Alsum Farms’ booth at the Produce Marketing Association’s Fresh Summit Oct. 19-20 in Orlando, Fla. The company’s booth is No. 4135.

The company will discuss nutrition attributes of potatoes, including the “Potatoes Fuel Performance” messaging from Potatoes USA, including its new “What are You Eating?” campaign.

“The campaign demonstrates the power of the potato through everyday athletes and those seeking an active lifestyle that can influence consumers to think about potatoes differently,” Heidi Alsum-Randall, chief operating officer, said in the release.

The Harvest Delites brand is available in select Midwestern stores, according to the release.