Feb 6, 2025

Wish Farms builds a legacy through organic fruit production and innovation

For more than a century, Wish Farms has evolved from a New York City brokerage into an international berry grower, shipper, and marketer. Based in Plant City, Florida, the family-owned company has built its reputation on innovation, sustainability, and a commitment to organic fruit production that continues to shape its future.

Founded in 1922 by Harris Wishnatzki and Daniel Nathel, the business began as Wishnatzki and Nathel, a wholesale fruit and vegetable brokerage. When Gary Wishnatzki joined in 1974, he pushed the company into farming, laying the foundation for today’s vertically integrated operation.

In 2001, the families divided the business: The Nathels took the New York wholesale arm and the Wishnatzkis focused on farming and marketing in Florida. The latter also invested in consumer brand identity, reintroducing the company as Wish Farms and creating their mascot, Misty the Garden Pixie.

From pushcarts to global berry production

A strategic focus on berries

Though Wish Farms once grew vegetables, the company streamlined in 2017 to focus exclusively on berries. Today, it supplies strawberries, blueberries, blackberries, raspberries, and the Pink-A-Boo® pineberry, introduced in 2021.

“We’re very invested in our brand and genetic program,” said Nick Wishnatzki, public relations director at Wish Farms. “We want to find really great-tasting berries that are also really good for farmers.”

Strawberries remain the cornerstone of Wish Farms’ production, making up 55% of output. The company ships more than 100 million pounds annually, with blueberries contributing 35% and the remaining 10% split among specialty berries.

Organic fruit production as a core commitment

Wish Farms began producing organic strawberries in 2003, despite the challenges of Florida’s growing conditions. While organic yields are often half those of conventional crops and production costs can run two or three times higher, the company remains committed.

“Consumers like to have a choice, but organics can be tricky,” Nick said. “That’s said, we’re committed to providing organic berries as much as we can.”

By 2025, Wish Farms offered organic strawberries, blueberries, blackberries, and raspberries certified by Americert and the USA, sourced from Florida, California, and Mexico.

Postharvest handling strengthens quality

Wish Farms handpicks berries at peak ripeness to maximize flavor and freshness. Strawberries are harvested every three days and packaged in the field, while blueberries are picked into lugs, sorted, and packed on a specialized line.

“Blueberries are packed in bulk by machine, and top-seal packages have become really popular,” Nick said. 

Cold storage at 34°F ensures berries stay fresh from farm to shelf—a critical piece of Wish Farms’ overall strategy, including its approach to organic fruit production.

Innovation and genetics drive the future

Wish Farms leverages technology such as GPS mapping, automated irrigation, and real-time data to make precise production decisions. The company is also advancing traceability, aiming for unit-level tracking to connect growers and consumers directly.

Genetics play an equally central role. “Finding berries that consumers love to eat is a top consideration, but it has to yield for the farmer,” Nick said. “Some promising varieties on the horizon could strike that balance.”

Addressing labor through automation

Labor challenges remain one of the most pressing issues for berry growers. Strawberry production is especially labor-intensive, requiring skilled workers to harvest the delicate fruit by hand.

“There’s a challenging labor issue with specialty crops, especially berries,” Nick said. “You need skilled workers who can do a job that’s very labor intensive. And the world is changing, so there are going to be fewer and fewer people to do these jobs.”

Gary Wishnatzki recognized this decades ago, and he co-founded Harvest CROO Robotics to address it. The company’s mission: develop an automated harvesting solution for strawberries.

“Dad foresaw that the only way to solve it long-term is with automation,” Nick said. “Harvest CROO now holds multiple patents and employs some amazing technology. We think success is just around the corner, and it could transform production across the industry, including organic fruit production.”

Sustainability and long-term success

Automation is not just a solution for labor shortages. It’s a central piece of the company’s long-term strategy, along with environmental and economic sustainability. The company reduces pesticide use with biological controls, explores packaging alternatives, and commits to minimizing its footprint without sacrificing viability.

“Being an organic grower, we’ve learned techniques to limit pesticide and fertilizer usage,” Nick said. “We’re committed to solutions that work for growers and the environment.”

A legacy carried forward

Relationships remain the heart of Wish Farms. Many grower partnerships trace back generations, built on trust and handshake deals.

“It’s really an honor to be part of this organization and see how far we’ve come,” Nick said. “Everyone in the family works together, and we see the importance of what we’re doing. It gives me a lot of hope for the future.”

— Keith Loria is an award-winning journalist who has been writing for almost 20 years.