Move over Whole Foods, Oprah’s moving in on the organic market. The media mogul just registered trademark applications for organic labels for produce and products from her upcountry Maui farm near Kula. The target market is reportedly Maui and the rest of Hawaii.

Pacific Business News reports:

Two weeks ago, Winfrey’s Oprah’s Farm LLC registered trademark applications for the brands “Oprah’s Organics” and “Oprah’s Harvest” with the U.S. Patent and Trademark Office.

The Oct. 29 application for Oprah’s Organics said the trademark is for everything from soaps and shower gels, cleansers, lotions and moisturizers to shampoos, conditioners and sunscreens. The Oprah’s Harvest application filed on Sept. 7 just says it is for food, beverages, agricultural and catering services, but the New York Post’s Page Six reports that the applications also cover organic salad dressings, frozen vegetables, soups, beverages and snack dips. A Winfrey representative told the Post that the trademarks filed for Oprah’s farm were for produce to be grown and distributed on Maui and the rest of Hawaii.