Wish Farms says, effective June 1, James Peterson will be promoted to CEO, succeeding Gary Wishnatzki, who will transition to board chairman for the Plant City, Fla.-based international grower and year-round marketer of strawberries, blueberries, blackberries, raspberries and pineberries.
“It has always been my hope to carry on the family legacy of this company,” Wishnatzki says. “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 has 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, the company says.
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 says it is currently on track for what will be the two most successful years in the company’s history.
“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,” Peterson says. “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.
Wishnatzki will remain actively involved as board chairman, focusing on governance and key external relationships, including the company’s investments in proprietary genetics. He will also continue to serve as an adviser to the executive team.
“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,” Wishnatzki says. “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.”
