Wish Farms brand refresh includes label, website, app updates

Berry grower-marketer Wish Farms, Plant City, Fla., is refreshing its brand with a new look for packaging, new label messaging, updated website and a smartphone app.

Wish Farms’ Generations of Sweetness tagline debuted in late 2019 and all labels started carrying the “Feel Good. Eat Berries. Make A Difference.” trademarked emblem early this year, according to a news release.

“After thoughtful research and discussion, we decided that we needed to better convey who we are,” Amber Maloney, director of marketing, said in the release. “'The ‘Feel Good’ statement not only refers to berries’ health benefits, but how people can feel good about choosing our brand because of our commitment to social responsibility and active charitable efforts.” 

The underside of the berry labels say “You buy. We give. See how.” with a link to the company’s website, www.wishfarms.com/feelgood, which describes Wish Farms’ charitable efforts. That includes The Wish Farms Family Foundation, which contributes a percentage of sales to worthy causes and has three pillars to guide donations: food insecurity, youth education and community.

“We didn’t need to redefine who we are, because Wish Farms has always been involved in our community,” owner Gary Wishnatzki said in the release. “But now we are sharing that message effectively and upping the ante.”

Newly designed labels showcase gingham designs with colors to complement each berry, so “the berries’ natural colors really pop against the new label design,” he said in the release. The new design is on the company's strawberries, blueberries, blackberries and raspberries.

The website features recipes in a Pinterest format, grower information and a company history. There’s also a “Happiness Survey” for feedback.

“Now consumers can easily share feedback by simply scanning the QR code on our berry label,” Maloney said in the release. “This new platform highlights our commitment to giving consumers a voice and displaying an easier way to connect with us.”

The company’s app now includes a consumer feedback portal, berry facts, recipes and a tic-tac-toe game. The company is donating a meal to Feeding America for each download of the app, available from the Apple App Store and Google Play.

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