( Courtesy Wish Farms )

Wish Farms, Plant City, Fla., has a smartphone app that brings new labels on its berry packs to life with augmented reality.

The company will be previewing the technology at the Produce Marketing Association Fresh Summit expo Oct. 18-19 in Anaheim, Calif., at booth No. 4337. It will also be featured at the PMA Fresh Ideas Showcase.

Consumers who download the Wish Farms app and hover the phone or tablet over one of augmented reality labels will see a video appear on the label, bringing company mascot Misty the Garden Pixie to life.

“I wanted us to be the first in our industry to utilize this technology,” owner Gary Wishnatzki said in a news release. “Misty is such an asset to our brand. Bringing her to life in this fun way is just another chance for us to connect and get more people excited about being a Wish Farms berry lover.”

Sulzer Inc. worked with Wish Farms on the app.

“Using augmented reality to bring Misty to life is a natural choice to drive brand engagement,” Michelle Sulzer, chief creative officer and founder of Sulzer, said in the release. “The possibilities with the technology are endless.”

“We’ve had a great time working on this project," she said.

Amber Maloney, Wish Farms marketing director, said there are opportunities to use the technology for videos for holidays, recipes, contests and more.

The app will be released to the public in January, and will work on all berry packs: strawberries, blueberries, raspberries and blackberries, according to the release. The app will also feature grower profiles, recipes and a consumer feedback dashboard. Wish Farms will donate a meal to charity for each download, according to the release.

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