In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the USHBC and the North American Blueberry Council (NABC), is joined by Gary Wishnatzki, owner of Wish Farms in Plant City, Florida, for a discussion about the farm’s history and successes. 

“Flavor, to me, is the most important thing, because getting the consumer to buy it once is one thing, getting them to buy it over and over again [is another]. How you achieve [brand loyalty] is by having good tasting fruit.” - Gary Wishnatzki

“When [your company gets bigger], as we have, you really have to become an orchestra. When you’re an orchestra, you have to play from a sheet of music … process is a big part of what we’re doing.” - Gary Wishnatzki 

Topics covered include:

• The rich family history of Wish Farms, which was founded in 1922. 
• The workplace culture of Wish Farms and how it plays into the company’s success. 
• Building brand loyalty and recognition through genetics and flavor. 
• Wish’s adoption of machine harvesting technology. 

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout North and South America. In this episode, you’ll hear from Ken Patterson in Florida, John Bennett in Georgia, Mario Ramírez in Mexico, and Luis Vegas in Peru. This was recorded on March 23, 2022.

Marketing Boost

National Blueberry Month is almost here, and the blueberry industry is looking to make an impact. On this week’s Marketing Boost, USHBC/NABC Vice President of Marketing and Communications Jennifer Sparks discusses how the month-long celebration will benefit the nonprofit No Kid Hungry. To pledge your product donation, visit ushbc.blueberry.org/donate and fill out the form by March 30.