Less than half of that comes from Florida, and only 40% of the Florida crop comes from Wishnatzki family farms. The company processes more than 100 million pounds of strawberries, 35 million pounds of blueberries and 14 million pounds of blackberries and raspberries annually. The cute name and logo belies Wish Farms’ scope and scale. I had all my crazy ideas already incorporated.” I didn’t really want anybody to make too many crazy changes. “I oversaw the whole project from start to finish. “I figure I’m only going to build a new headquarters once, and it’s part of my legacy,” he said. No one is happier to see the place come to life than Wishnatzki. 12, the company will host its second Pixie Rock charity concert, headlined by ZZ Top and benefitting charities like Feeding Tampa Bay and the Redlands Christian Migrant Association. Wish Farms is still an international agricultural concern, but it’s embraced a quirkier local image through its pixie iconography and trendy pineberries - a whitish-pink strawberry cultivated by Florida researchers and marketed as “Pink-a-Boos.” And it’s opening its colorful new campus to more and more visitors. Wishnatzki has chronicled the business in a new book, Generations of Sweetness: Stories That Shaped My Family and the Journey to Wish Farms, which serves as both a family memoir and overview of the history of Florida’s strawberry trade. But it’s this year that Wish Farms’ long, grand reopening - which in some ways is also a rebranding - has finally hit full steam.Ģ022 marks Wish Farms’ 100th anniversary - a century since Wishnatzki’s Russian-Jewish immigrant grandfather started selling produce from a pushcart in New York City. The packing warehouse opened in 2020, the headquarters in 2021.
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