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OPN Connect Newsletter 314 · April 6, 2023

Wish Farms Sees Rise in Organic Berry Interest


Wish Farms has seen continued growth in the organic berry category this year, extending the strong organic demand trend that occurred during the height of the pandemic.

“The longer-term trend of consumers moving toward organic produce persists, and those that have already adopted it are sticky and will continue to consume organic,” said Nick Wishnatzki, public relations manager for the company. “As the popularity of berries grows overall, organic will continue to be a bright spot.”

Nick Wishnatzki, Public Relations Manager, Wish Farms

An international year-round berry grower and shipper, Wish Farms is a fourth-generation, family operated company based in Plant City, Florida. The company supplies strawberries, blueberries, blackberries, raspberries, and Pink-A-Boo pineberries to retailers across North America.  

One area of growth for Wish Farms is its Georgia organic blueberry program.

“The longer-term trend of consumers moving toward organic produce persists, and those that have already adopted it are sticky and will continue to consume organic” - Nick Wishnatzki

Vitalis December 2023

“There is low domestic organic production outside of Georgia during [its season], so the harvest window from early April through May helps fill a void for Southeastern domestic blueberries,” Wishnatzki said. “Our grower partners there continue to offer new, great-tasting varieties in an ever-expanding category.”

The roots of Wish Farms date back to 1904, when on the streets of New York City, Ukrainian immigrant Harris Wishnatzki first sold his fruits and vegetables from a pushcart. In 1922, he established a wholesale operation at the famed Washington Market and later permanently relocated to Florida by the mid-1930s.

Wishnatzki family

“After Harris's passing, his sons Joe and Lester assumed leadership in 1955,” Wishnatzki said. “Joe’s son, Gary Wishnatzki, joined the company in 1974 and is the current CEO and ‘Head Pixie.’”

The organic segment is one that has steadily gained market share over the last couple of decades, and Wish Farms has been a big proponent of the evolution.

The roots of Wish Farms date back to 1904, when on the streets of New York City, Ukrainian immigrant Harris Wishnatzki first sold his fruits and vegetables from a pushcart.

“We saw a market void during the Florida season in the early 2000s,” Wishnatzki said. “We led the charge on growing organic strawberries at a commercial scale in Florida in 2004. There was heavy industry skepticism, namely due to the enormous disease and pest pressure crops face in Florida. While we struggled early on, we continued to get better and learn every season. Now we are one of the largest organic strawberry growers in the state, and the program continues to be a bright spot in our farming operation.”

Chelan Fresh December 2023