(CORRECTED) Rio Vista, Calif.-based California Vegetable Specialties is now California Endive Farms, reflecting its exclusive focus on that commodity.

It’s the third name change for the grower. It was founded in 1983 as Rebel Farms in defiance of a common view doubting Belgian-style endive could be produced successfully in the U.S.

California Endive Farms is projected to grow more than 4.5 million pounds of conventional and organic white and red endive this year, according to a news release.

Early in its history, Rebel Farms became California Endive Co. In 1987 it became California Vegetable Specialties when the decision was made to add specialties including radicchio, puntarelle, pissenlit, tardivo and mache.

“For the last 10 years we have grown endive exclusively,” co-owner Rich Collins said in the release. “So we decided it was time to rebrand ourselves to reflect who we truly are, an endive company.”

Its new logo, by graphic designer Sandra Murray, outlines red and white endive leaves with brown and green elements suggesting the growing fields.

Note on correction: The original article incorrectly stated the company's projected production.