Conversations at United — Amber Maloney with Wish Farms

Plant City, Fla.-based Wish Farms introduced a brand refresh and new labels at the United Fresh Live! virtual trade show.

The tagline on the new label encourages shoppers to eat berries, feel good and make a difference, with the last part a nod to the company’s ongoing contributions to its Wish Farms Family Foundation, which was formed about a year ago. The new packaging is designed to communicate that giving to shoppers.

“On the underside of our label, we have the messaging, ‘You buy, we give, see how,” with the URL wishfarms.com/feelgood, so consumers can go to our website and see that with every purchase of our berries, we’re donating a portion to our Wish Farms Family Foundation, which is then going into our three pillars of giving: food insecurity, youth education and community,” said Amber Maloney, director of marketing.

She noted that the brand refresh is one with staying power.

“This isn’t just a marketing campaign that is going to come and go within the season,” Maloney said. “This is our brand culture, this is who we are, and we wanted to make a statement by creating an emblem and putting it on our packaging. We don’t plan on changing our labels anytime soon. This is who we are, and we wanted to make that stance.”

Maloney said May 16 that she had been enjoying the virtual show, a first for the industry, prompted by the COVID-19 pandemic.

“United Fresh, it’s commendable for what they did,” Maloney said. “Obviously, we could not have an in-person show, and they did the next-best thing, which was go virtual, essentially what the entire world has been having to do. So they pulled it together, I’m sure it was a ton of work, and just as an industry we’ve all jumped on board and said we’re going to go all out and make this happen, and people showed up.”