Wish Farms California increases acreage of Pink-A-Boo Pineberries in Southern California 

Wish Farms California is present in all the main strawberry growing regions of Oxnard, Santa Maria and Salinas, said Nick Wishnatzki, public relations manager for Plant City, Fla.-based Wish Farms.

“This is our second full year in Oxnard, but we have increased our footprint in that district,” he said.

Wishnatzki said this year will be significantly different as the company has drastically increased its acreage of the new Pink-A-Boo Pineberries variety.

“They are a very exciting addition to our portfolio,” he said. “There is a lot of buzz about them across social media platforms and consumers are expressing positive reviews. We are very pleased with the early results and look forward to getting them into the hands of more shoppers.”

Wishnatzki said Wish Farms has a “full court press” on Pink-A-Boo Pineberries promotion. 

“In the past, promoting new berry varieties was a challenge because there were no visual differences,” he said. “With Pink-A-Boo Pineberries and its striking pink and creamy color, it has become a great opportunity for us to expand the category, while providing a new high-quality product that resonates with both traditional and new audiences of berry lovers.”

Wishnatzki said shoppers have become conditioned to look for a bright red strawberry, so consumers must be educated on the new variety.

“In addition to the call-outs on the label and point-of-sale signage, a robust campaign is planned across traditional and social media platforms,” he said.

Pink-A-Boo Pineberries are packed in a one-layer, 10-ounce consumer unit. The label features a picture of a ripe pineberry and the phrase “Ripe and Ready” for further emphasis. The branded, bright pink box holds six of these units, and its vibrant color is eye-catching on display, Wishnatzki said.

“In addition to robust social media campaigns and partnerships, we launched a page on our website dedicated to all things pineberry,” Wishnatzki said. The page features frequently asked questions, growing regions, grower information and locations where Pink-A-Boos are sold, he said. 

“Not only is there a list of retailers carrying the product, but there is an Instacart ‘Buy Now’ button that allows a consumer to add Pink-A-Boo Pineberries to their digital shopping cart,” he said. The page is available at wishfarms.com/pinkaboo.

Supply outlook

Wishnatzki said Wish Farms California is growing 150 acres of pineberries in California across all three regions (Salinas, Santa Maria and Oxnard). 

“Modest volumes began in January, and will increase through June and into fall,” he said.

In terms of marketing highlights, Wishnatzki said the focus of the company is growing great-tasting berries, concentrating on summer plant, non-Portola varieties. 

“We continue to grow the same great-tasting red strawberry varieties that we liked the last couple of years: Monterrey and Cabrillo in Salinas and Santa Maria, with Oxnard featuring the Frontera variety,” he said.

The way plantings are set up, Wishnatzki said Oxnard should peak around mid-April, Santa Maria around late May to June, and Salinas during last week of June to mid-July.

In general, growing has been wetter and colder than usual.

“December rain totals were double than historical, but with zero rain in January, the annual rainfall is not much ahead of a normal year,” he said. 

Wishnatzki said December was colder, and that could result in plants being better conditioned and having better vigor than usual. 

“The industry as a whole is noting that plant health is the best it’s seen in the last 20 years,” he said. 

Organic outlook

Wish Farms California has organic strawberries coming from all three regions in California. 

“Demand continues to be strong, and we have slightly increased our acreage in Oxnard over last year,” Wishnatzki said.

Another highlight this year is that the company is celebrating its 100-year anniversary. Owner Gary Wishnatzki wrote a book that highlights the evolution of the business through the years. 

“We plan on celebrating our big birthday in a big way with our annual charity event, PixieRock, coming Nov. 12,” Nick Wishnatzki said. More details on the celebration are available on the company’s website.