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Produce Marketing Association Fresh Summit participants can take a virtual berry farm tour.

Fresh Summit is in Orlando, Fla., and the tour is with Plant City, Fla.-based berry grower Wish Farms. Using Oculus GO headsets — the latest virtual reality technology developed by Facebook — people at the show can see the berry farm.

“There has been a growing trend of shoppers interested in where their food comes from. They also want to see how it is grown and harvested,” Nick Wishnatzki, marketing projects manager for Wish Farms, said in a release. “Our goal is to give the viewer an up-close look at how berries go from our field to their cart. Seeing the hard work and care that goes into farming really gives you a new appreciation for those berries in your refrigerator.”

The videos highlight Wish Farms’ company-owned strawberry farm in Duette, Fla., as well as their partner blueberry grower, Wild Goose Farms, in Umatilla, Fla. In addition to viewing at Fresh Summit, Wish Farms plans to promote the videos across its social media platforms.

Wish Farms is at booth No. 3511 on Oct. 19-20.