U.S. supermarket chain The Kroger Co. introduced a new fresh produce brand, Field and Vine, to its stores.

In a press release, the grocer stated that its goal is to highlight produce from farmers across California, Florida, Georgia, Michigan, New Jersey, North Carolina, Oregon, and Washington.

The growers will pick, pack, and deliver the produce to stores during peak seasonality, Dan De La Rosa, Kroger's group vice president of fresh merchandising, said in a news release.

He added that local sourcing would allow Kroger to provide customers with "an enhanced fresh experience, offering the highest-quality, best-tasting berries possible."

Grown exclusively in the United States, Field & Vine is available only while the fruit is in season and is described by the release as a "limited-time, annual best-of-season experience, promising optimal freshness."

The brand currently includes blueberries, blackberries, raspberries, and strawberries. Kroger's "Our Brands" portfolio includes only products that can be found in The Kroger Co. stores.

"Adding Field & Vine to the Our Brands portfolio brings together Kroger's expertise in fresh with our commitment to deliver customers the products they want, backed by our fresh guarantee," said Juan De Paoli, Kroger's vice president of Our Brands.