A new line of product labels for Epic Roots specialty greens are set to appear in stores within about a week.

The graphic on the packaging highlights the Monterey, Calif.-based company’s ties to the state’s Central Coast region, said spokesman Isaac Cronin. It portrays a tractor on a field with the coastal mountain ranges in the background.

“That feeling of open expanse is powerful to anyone who’s been there,” Cronin said. “It has a lot of charisma as a geographic area.”

The marketing appeal is aimed at consumers, he said, who want to connect a product with a place.

“Even though we nationally distribute, it’s a small local company,” Cronin said. “They’re not buying product from other people. We’re not contract growing. The approach is you are actually dealing with the farmer. People value knowing who’s producing the food and that the whole supply chain is within one company.”

Epic Roots is best known for the specialty green Mache. Over time the company has added new offerings such as rainbow chard, and other products are in the final stages of development.

“We want people to know that we are proud of our Central California Coast location with its unique terrain and weather patterns,” Todd Koons, Epic Roots’ founder, said in a news release.