About
Our Story
The seeds of our success go all the way back to 1900, when Harris Wishnatzki immigrated to New York City from Russia. He began selling produce from a pushcart, which soon led to starting a wholesale business in 1922. Eventually the family became involved in produce buying in Central Florida and made their way down south.
Over 90 years later, Wish Farms has continually evolved its operations through innovative procedures and strategic partnerships with its growers. In 2010, the company launched its consumer brand, Wish Farms featuring Misty, the garden pixie.
Nationally recognized for quality and innovation, Wish Farms grows both conventional and organic varieties and is a year round supplier of strawberries, blueberries, blackberries and raspberries. Wish Farms utilizes How’s My Picking?, a patented tool for traceability to ensure quality by tying consumer feedback to specific information from each day’s harvest.
Third generation family-owner, Gary Wishnatzki, takes great pride in continuing his family’s legacy while uploading the company’ core values of quality, integrity and responsiveness.
Late 1920s:
W&N purchased strawberries from a buyer in Florida. In those days, growers brought their produce each day to the farmer market auctions to be traded. While spending the winters in Florida, Harris got involved with the produce buying at the Plant City auction.
1930:
The Wishnatzki family moved to Florida to establish a produce shipping operation in Plant City.
1950s:
Joe & Lester Wishnatzki, 2nd generation, joined the business.
1974:
3rd generation, Gary Wishnatzki, started working for the family.
1980s:
Gary became President of the family business.
1987:
In addition to marketing produce for outside farmers, Wish Farms began its own growing operation to help supplement produce supplies for the shipping business.
1990s:
Wishnatzki Farms expanded its berry portfolio and began marketing domestic blueberries.
2000s:
The company invested in becoming a year round berry supplier by establishing a California strawberry operation; providing fruit for its customers through the summer months.
2001:
After three generations, the Wishnatzki and Nathel families mutually agreed to split the companies with the Wishnatzki's overseeing the Florida division. The company was renamed Wishnatzki Farms and focused on growing and shipping fresh produce.
2007:
The company invested in a strawberry processing facility to supplement production capacity. Fresh strawberries are processed to make juice and frozen products.
2008:
VirtualOne, an extention of Wishnatzki Farms, introduced FreshQC™ - How's My Picking?™, a patented system for produce traceability.
2009:
The consumer brand Wish Farms Misty the Garden Pixie was launched. Wish Farms was announced as the Florida Strawberry Festival Soundstage Sponsor.
2011:
The company officially changed its name to Wish Farms. The 4th generation Wishnatzki family members started working for the company. Wish Farms began importing blueberries from South America with suppliers from Chile and Argentina.
2012:
The import business expanded with the addition of British Columbia blueberries.
2014:
The company's 1st Annual Strawberry Picking Challenge charity event was held raising $75,000 for the children at Redlands Christian Migrant Association.
2016:
Blackberries were introduced as the newest addition to our berry family. Conventional and organic blackberries available year-round established the perfect complement to our strawberry and blueberry programs. Blackberry growing regions include Florida, Georgia, North Carolina and Mexico.
2017:
Raspberries were introduced as the newest sweet addition to our berry family, making us an official provider of all four berries!
TODAY:
The company is 3rd generation family owned & operated and is still headquartered in the original office building located on the Florida State Farmers Market in Plant City, Florida.
U-Picks
Towards the end of our season, Wish Farms opens select strawberry and blueberry fields to the public, as well as local area food banks and other community organizations, to pick fruit that would otherwise go to waste. Non-profit affiliated attendees pick for free and the general public pay a nominal fee which is donated to a sponsored charity. Be sure to check this page for future updates. We hope you can join us at the farm!
U-PICK RULES
- No smoking
- No pets
- No stepping on plants
- No throwing fruit
- Wear closed-toed shoes
- Use designated picking container
- Please remember to be respectful.
This is a working farm. Have fun!
