( Courtesy Hitchcock Farms )

Boggiatto Produce, Salinas, Calif., has changed its name to Hitchcock Farms in a rebranding.

The rebrand includes new packaging, a new logo and a new website: https://hitchcockfarms.com/.

Jeff Hitchcock, Boggiatto president and CEO, retains that title. He is one of the company’s original founders.

"I've always believed in our innovation, our products and our employees. I'm proud to be in a position to carry on the legacy we began more than 30 years ago," Hitchcock said in a news release.

The company is known as a foodservice supplier, according to the release, supplying mixed vegetables grown in the Salinas Valley. It introduced romaine hearts to foodservice operators in 1994 and Iceberg Babies — softball-sized heads of lettuce — in 2002, according to the release. As in past years, the company recently exhibited at the National Restaurant Association show in Chicago.

“I feel we've created a new look that compliments the quality within," Hitchcock said in the release about the new look of the rebranded produce.

Hitchcock Farms also grows and markets Brussels sprouts, broccoli and assorted leafy greens.