The Central Valley Tourism Association has a new logo that will be used to market the region.

The association tapped tourism marketing consultant Roger Brooks of Destination Development, "to create a brand that would reflect the Central Valley's world class attributes," officials said in a statement.

It apparently started with a National Public Radio story on the region that identifyied the central San Joaquin Valley as the "Greatest Garden in the World." The new logo is meant to paint "a picture in the mind of travelers of a region filled with green, fresh, flavorful and beautiful offerings."