The mark consists of the wording "HEARTLAND GOODNESS" between two small crosses, which is on top of a partially folded ribbon with a uniform interlocking diamond pattern and the word "SWEET POTATO CHIPS" imprinted thereon, which is on top of a highly stylized version of the sun which is overlaying a compass. Between the external points of the sun/compass, there is a series of flowers in a circular pattern that are interrupted beneath the north, south, east and west axes, and with larger flowers and leaves beneath the northwest, northeast, southeast and southwest axes. Inside the external sun/compass design there is imagery representing a farm, comprised of clouds at the top, with the wording "Geo. W. Carver" placed between the clouds, which is placed above a barn, which has representations of flying birds to the left and right of the barn, as well as trees and a windmill, which are also to the left and right of the barn. In front of the barn, to the right there is grass on the ground, and to the left of the barn there is a fence which separates the barn from a field representing crops, which has a tractor in the midst of the field. To the left of the sun/compass design element, there are ornamental posts at the top and bottom of two matching toothpick-shaped designs that sandwich eight diamond-like designs, which sandwich the number "18", which are all on top of the word "ESTD". To the right of the sun/compass design, there are ornamental posts at the top and bottom of two matching toothpick-shaped designs that sandwich eight diamond-like designs, which sandwich the number 86, which are all on top of the word "YEAR". Beneath the sun/compass design, there is a stylized ribbon with a uniform interlocking diamond pattern with the wording "GEO. W. CARVER" imprinted thereon, which is on top of the wording "MADE FOR YOUR ENJOYMENT", which is between two small crosses.