In 1904, Harris Wishnatzki, immigrated to the United States from Russia at age 19, and began selling fruits and vegetables from a pushcart in New York. By 1922, Harris’ operation grew and he teamed up with another fleet of pushcarts owned by Daniel Nathel. They established Wishnatzki & Nathel, a wholesale business selling fruits and vegetables. Harris began to establish buying and selling in Plant City, Florida in 1929 which led to a permanent move in 1937. Harris had three sons: Joe, Lester and Ernie. Joe and Lester began working for the family company after they graduated in 1936 and 1939, respectively. Joe and Ernie both served in WWII in the 1940s. Joe returned to work after the war, but Ernie was killed a few days before the war ended during the Battle of Bulge in Belgium, May of 1945. In 1955, Harris Wishnatzki passed away and the second generation, Joe and Lester, took company leadership.
1950s to 2000s
Joe's son Gary Wishnatzki, began working for Wishnatzki & Nathel in 1974. In 1987, Gary opened their first growing operation, called G & D Farms. Gary Wishnatzki became the President of Wishnatzki & Nathel in 1990. In 2001, the Wishnatzki and Nathel families split the company with the Wishnatzki’s overseeing the Florida division, which took the name Wishnatzki Farms.
2000s to present
In 2002, Wishnatzki Farms began producing and selling frozen strawberry products. In 2005, the company became the first to offer organic strawberries grown in Florida on a commercial scale. By 2010, Wishnatzki Farms rebranded itself as Wish Farms with the mascot “Misty the Garden Pixie”. Since 2010, Wish Farms has been the official sponsor of the Florida Strawberry Festival’s Soundstage, an event stage for concert performances. In efforts to solve the farm labor shortage, Gary Wishnatzki founded Harvest CROO Robotics in 2013, developing an automated strawberry picker.
Products
Wish Farms is a year-round supplier of conventional and organic varieties of strawberries, blueberries, blackberries, and raspberries. Wish Farms’ grows berries across North and South America including Florida, Georgia, North Carolina, New Jersey, Michigan, California, Canada, Mexico, Chile, Argentina and Peru, to make year-round production possible. Wish began growing organic strawberries in Duette in 2005, and in 2018 produced 90 percent of Florida’s organic strawberry production. In 2014, they expanded their organic supply to a year-round commodity by producing organic strawberries in California and organic blueberries in Florida. In 2016 the company opened an organic blueberry operation under the name Misty Organics in Alturas, Florida. Starting production in 2018, the berries are grown in containers under cover, which allows for a harvest window between the South American and southeastern United Statesharvests.
