After a season marked by Hurricane Milton’s impacts and rising input and labor costs, Wish Farms is entering the 2025-26 Florida strawberry season with renewed hope.
Running from November through April, the season promises exceptional quality and flavor, according to the company.
“Last year was a challenge,” says Nick Wishnatzki, public relations director for Wish Farms. “But our team’s strategy, resilience and adaptability have us feeling confident about the season. We’re eager to deliver berries that live up to our mission of providing the best tasting berries.”
This season Wish Farms and its partners are growing four key University of Florida strawberry varieties: Brilliance, Medallion, Ember and Encore. The newer Ember and Encore varieties offer a wide array of characteristics, including size, flavor and enhanced disease resistance, the company says.
“Based on last year’s performance, we expect Ember and Encore to deliver this season,” Wishnatzki says. “They have the potential to provide an overall boost in yield and productivity.”
When it comes to organic production, the company is positioning itself around these new varieties to maximize flavor and surety of supply. With strong performance projected, Wish Farms says it expects to turn a new, successful chapter in its organic program.
The company says it represents around 17% of the Florida industry, with over 2,500 acres of conventional, organic and Pink-A-Boo pineberry production. Wish Farms’ pineberry program continues to be a bright spot. Its steady consumer interest and strong field performance distinguishes itself as a special item that shoppers can only find on the shelf during the Florida season, the company says.
There is also hope on the horizon for farmers when it comes to rising labor costs. Changes to the H-2A program’s Adverse Effect Wage Rate and crew deployment rules will allow for greater labor flexibility, reduced costs and improved compliance. It promises to give berry growers the freedom to manage labor efficiently while staying compliant, according to the company.
“Although the changes won’t be reflected this season, these reforms have the potential to be a big win for the domestic industry and help level the playing field with Mexico,” Wishnatzki says.
Wish Farms says strawberries continue to lead berry category growth, with $500 million in year-over-year dollar gains. With strong consumer demand and a robust supply chain, Wish Farms says it is well positioned to meet market needs with high-quality berries and reliable delivery.
