Forget the old “Simply Kansas” brand. State officials launching a new trademark program dubbed “From the Land of Kansas.”

The program officially takes off today with events in Kansas City, Wichita and Topeka hosted by Gov. Sam Brownback and Secretary of Agriculture Dale Rodman.

“From the Land of Kansas” is aimed at supporting Kansas agricultural products and services.

A news release touts this weekend’s public launch, which includes stops at Original Juan Specialty Foods in Kansas City and the Wichita Brewing Company and Pizzeria.

The tour wraps up at the Kansas State Capital Building in Topeka, where the governor is expected to sign a proclamation officially declaring “From the Land of Kansas” the state food and agricultural trademark.