Rosemont, Ill.-based Reinhart Foodservice has kicked off its own branded line called “Good Roots Produce.”

Initially the repack label will include 35 basic foodservice produce items, such as apples, cucumbers and tomatoes, that will be available through the company’s 31 divisions, said Eric Cronert, vice president of marketing and communications.

The company will work with 10 repackers with whom it has close relationships.

The line is designed for foodservice operators who may want a robust food safety program but a smaller pack size.

Reinhart Foodservice also is a member of the Salinas, Calif.-based Markon Cooperative Inc., and the new label should be mutually beneficial.

“We just saw it as an opportunity to work with Markon and Markon packers,” Cronert said.

Reinhart Foodservice officials will evaluate the initial rollout before deciding what produce items to add in the next phase. But Cronert said he expected another wave later this year.

The name Good Roots was chosen to take buyers back to the source of produce items — the growers, the farms and good soil, he said.

“We have the brand, but we work with some really, really amazing producers to make that produce come to live,” Cronert said.