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Epic Roots returns to its Central Coast roots with new packaging and positioning

Epic Roots, a Monterey, CA-based grower and distributor of specialty produce, has debuted new consumer product labels and a renewed focus on its Central California Coast identity.

Since its inception in 1998, Epic Roots has been well known for its Mâche, a sweet and nutty green originally imported from France. Over the years, the company has diversified its offerings to include rainbow chard and two new products to be released this summer: Wasabi Arugula (a hybrid of arugula and Japanese horseradish) and crisp and crunchy salad (petite-size Romaine, green leaf and Radicchio).

Epic Roots is a family-run farm, and most of what it sells is grown on its own acreage in California’s Salinas Valley. The majority of the firm’s fields is located on the Los Coches Ranch site, originally an 8,794-acre Mexican land grant given in 1841 by Alta California Gov. Juan Alvarado to María Josefa Soberanes. She sold it in 1865 to David Jacks.

Todd Koons, Epic Roots founder, created the new branding approach. “We want people to know that we are proud of our Central California Coast location with its unique terrain and weather patterns,” he said in a press release. “It’s a special place, ideally suited to what we do. We farm sustainably and do everything possible to preserve the land and its heritage and offer healthy, quality produce.”

The new label aims to convey the stately beauty of the fertile Salinas Valley as well as the rolling hills that separate the area from the Big Sur coastal region to its west.