Wish Farms names new CEO in leadership transition

Plant City, FL (May 26^th, 2026) – Plant City based, international grower and year-round marketer of strawberries, blueberries, blackberries, raspberries and pineberries, Wish Farms BB #:111764, is pleased to announce a significant milestone. 

Effective June 1^st, James Peterson will be promoted to Chief Executive Officer, and Gary Wishnatzki will transition to Chairman of the Board. 

“It has always been my hope to carry on the family legacy of this company,” said Gary Wishnatzki. “Seeing the next generation step forward with such dedication not only honors that legacy, but also solidifies our future as a strong, family-led company.” 

Peterson brings considerable industry experience and a proven track record of leadership. With a background in premium seating sales for the Cleveland Cavaliers, Golden State Warriors, Dallas Cowboys and Rose Bowl, he brought a unique and refreshing perspective to the produce industry when he joined Wish Farms in 2011.  

After serving as Vice President of Sales and Marketing, he was named Chief Operating Officer in 2024, overseeing daily operations, implementing a Strategic Initiatives Program and playing a key role in guiding the company through challenges while driving its continued growth. 

Under Peterson’s operational leadership, Wish Farms is currently on track for what will be the two most successful years in the company’s history. 

Peterson: “I am humbled by the trust this organization has placed in me, and I’m grateful beyond measure for the opportunity to lead a team that has already proven it knows how to win. Over the past few years, we have worked relentlessly and strategically to deliver our best results to date. This is a testament to every single person who poured their energy into our mission.” 

As CEO, Peterson will be responsible for continuing the company’s strategic direction and driving long-term growth, with a focus on deepening grower partnerships, expanding market opportunities, and strengthening Wish Farms’ brand position as a premium year-round berry supplier.  

Gary Wishnatzki will remain actively involved as Chairman of the Board, focusing on governance, and key external relationships, including the company’s investments in proprietary genetics. He will also continue to serve as an advisor to the executive team. 

Wishnatzki: “While leadership may evolve, our core values will always remain constant: a company that puts people first and shares its success with those who make it possible. James has proven himself to be an exceptional leader with an unwavering drive for excellence, and I have great confidence in the future of Wish Farms as we continue building an enduring company for generations to come.” 

About Wish Farms:

Founded in 1922, Wish Farms is a Plant City, FL-based, fourth-generation, family-owned business. As a year-round supplier of strawberries, blueberries, blackberries, raspberries, and Pink-A-Boo® Pineberries, Wish Farms combines tradition with innovation. Guided by its mission to Provide the Best Tasting Berries, its proprietary breeding program is at the forefront of flavor development and promises to deliver unique varieties that delight consumers, setting new standards in the industry.

Feel Good. Eat Berries. Make A Difference.

Giving back is woven into the fabric of Wish Farms through the Wish Farms Family Foundation, which dedicates a portion of profits to its core pillars: Food Security, Youth Education, and Community.

To learn more, visit: www.wishfarms.com

About Berry Sweet Research:

Berry Sweet Research (BSR) is a cutting-edge breeding company, partnered with Wish Farms, focused on developing proprietary raspberry and blackberry varieties tailored for premium flavor, high yield, and strong postharvest performance. With trial sites in California and Mexico, BSR is shaping the future of berry production through innovation and collaboration.

CONTACT:         

Nick Wishnatzki
Wish Farms
(813) 752-5111
marketing@wishfarms.com