Bold Brand Refresh Rolled Out by Wish Farms

Posted by Paul Rusnak|November 11, 2020

The creative minds at Wish Farms have waved their magic marketing wands again, this time to freshen up its berry product labels with a new look and messaging. And that’s not all. The Plant City, FL-based grower/marketer of strawberries, blueberries, blackberries, and raspberries also is promoting an updated website and newly designed smartphone app.

1 of 4

1 of 4

Wish Farms grower Chris Parks shows off the company's new label. Where better to do that than from the field?
Photo courtesy of Wish Farms
2 of 4

The underside of Wish Farms' new berry packaging gives a shout-out to the company's social responsibility and active charitable efforts.
Photo courtesy of Wish Farms
3 of 4

Wish Farms' newest marketing initiatives build off the brand identity efforts started last year.
Photo courtesy of Wish Farms
4 of 4

Earlier this year, all new labels and boxes for Wish Farms started featuring the trademarked emblem: "Feel Good. Eat Berries. Make A Difference."
Photo courtesy of Wish Farms

In late 2019, brand refresh efforts kicked-off with the roll out of their new tagline: Generations of Sweetness. In January 2020, all new labels and boxes started featuring the trademarked emblem: Feel Good. Eat Berries. Make A Difference.

“After thoughtful research and discussion, we decided that we needed to better convey who we are,” says Amber Maloney, Wish Farms’ Director of Marketing. “The ‘Feel Good’ statement not only refers to berries’ health benefits, but how people can feel good about choosing our brand because of our commitment to social responsibility and active charitable efforts.”

The underside of all berry labels displays: “You buy. We give. See how.” The messaging then directs the consumer to the website wishfarms.com/feelgood to learn more.

The company began The Wish Farms Family Foundation making a commitment to contribute a notable percentage of profits to worthy causes. Its focus is based on three pillars: Food Insecurity, Youth Education, and Community.

Top Articles

Why Seeking Mentorship in Tough Times Can Be Fruitful

New Efforts Grow To Help Protect the U.S. Avocado Industry

How You Can Help Give New Apple Variety a Name

Share Your Knowledge at the First CEAg World Conference and Expo

“Providing the best tasting berries is at the heart of our mission, but in order to be a brand that people ask for by name, we need to be more and do more,” owner Gary Wishnatzki says. “We didn’t need to redefine who we are, because Wish Farms has always been involved in our community. But now we are sharing that message effectively and upping the ante.”

The refreshed designs are being introduced into the marketplace along with a smartphone app that brings the label to life. “By downloading our Wish Farms mobile app, consumers can now watch Misty the Garden Pixie come to life through the use of augmented reality technology,” says Marketing Project Manager Nick Wishnatzki.

In addition to the augmented reality feature, the app will be home to a consumer feedback portal, berry facts, and recipes as well as fun take on Tic-Tac-Toe called “Trick-Tac-Toe.” For each download, Wish Farms will donate a meal to Feeding America. The app is available for download in the Apple App Store and Google Play.

The company’s revamped website features an upgrade to the “How’s My Picking” traceability platform. It has been replaced with the “Happiness Survey,” Maloney points out. “Product feedback is extremely important to us. Now consumers can easily share feedback by simply scanning the QR code on our berry label. This new platform highlights our commitment to giving consumers a voice and displaying an easier way to connect with us.

Paul Rusnak is the Senior Online Editor of American Vegetable Grower, American Fruit Grower, and Greenhouse Grower magazines, all Meister Media Worldwide brands. He is based in Northeast Florida. See all author stories here.