Wish Farms has promoted James Peterson to chief operating officer for the Plant City, Fla.-based international grower and year-round marketer of strawberries, blueberries, blackberries, raspberries and pineberries.
Peterson joined the company in 2011, eventually becoming vice president of sales and marketing. With a background in premium seating sales for the Cleveland Cavaliers, Dallas Cowboys and Rose Bowl, he brought a unique perspective to the produce industry, according to a news release.
Wish Farms said he implemented several successful initiatives, including the modernization of planning and execution strategies. With a strong focus on exceptional customer service and controlled growth, the company said it has experienced a tailwind of increased market share in the berry category; sales revenue increased 633% under Peterson’s leadership.
“James is primed for this role. He has an outstanding ability to drive processes and be an effective leader,” Wish Farms owner Gary Wishnatzki said. “This move is a great shift strategically for our company. I am really looking forward to seeing him flourish in this role.”
With Peterson’s move into operations, Marcus Caswell and Jason “JD” Deis, two longtime Wish Farms employees of 16 years and 14 years respectively, will be stepping into expanded roles within the sales department. Caswell will be elevated to director of sales execution, and Deis will serve as director of business development.
“Marcus and JD have a proven track record working with our retail partners, finding the right strategic alignments and servicing our existing relationships effectively,” Peterson said in the release. “I am confident that these roles lean into their strengths, and they will be highly successful driving our business forward.”
