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Wishnatzki Farms

Wishnatzki Farms, also called Wish Farms, is a produce shipper, grower and marketer located in Plant City, Florida) The Florida Strawberry Growers Association recognizes Wishnatzki Farm as the largest strawberry grower-shipper in Florida(1). In 2009, strawberry shipments from Wishnatzki Farms reached 3 million flats of strawberries. In the 2010 season, 30 million pounds of strawberries were either sold fresh or processed. These numbers are substantially up from 2000 when 15 million pounds of strawberries were shipped.

Wishnatzki Farms markets produce – strawberries, blueberries, tomatoes, peppers, beans, eggplant, cucumber, okra, peas, squash and melons to wholesalers, grocery chain stores, restaurant supplers and institutional buyers throughout the U.S. and Canada under the brand names of Wishnatzki Farms, Strawberry Joe and Clear Choice. About two million packages of vegetables were shipped in 2009; a number substantially higher than the 1.5 million crates distributed in 2000.

Acreage and Management

Wishnatzki Farms consists of over 2500 acres of farmland in Manatee County, Florida and Hillsborough County in Florida. Independent growers own an additional 1000 acres and partner with the farm to market and sell their produce. The diverse customer base keeps growers busy due to heavy demand for their products. The company actively seeks additional growers that share the same core values of Quality, Integrity and Responsiveness.

Wishnatzki Farms is owned by Gary Wishnatzki, who is CEO and President. He started managing the firm in 1981 and has held to a mission of Quality, Responsiveness and Integrity for almost 30 years. Other key professionals include Chuck Hollenkamp, Executive V.P. of Fresh Sales; J.C. Clinard, Senior V.P. Grower Relations/Farm Operations; Rob Ogilbee, CFO; Andy Gutierrez, Senior V.P. of Operations; Clint Austin, Operations and Food Safety Manager; John Brown, Senior V.P. of Fresh Sales; Jeremy Burris, Vice President of Fresh Sales; and Marcus Caswell, Sales Associate & Quality Assurance Manager.

Strawberries, the farm’s greatest asset, comprise about 1200 acres of Wishnatzki Farms. Part of the strawberry crop is grown organically; the remainder is grown using traditional methods.

Types of Strawberries Grown at Wishnatzki Farms

There are over 600 varieties of strawberries used by strawberry growers world wide. Some of these varieties include: Radiance, a variety developed by the University of Florida and results in early yields; Camino Real; Festival, a UF cultivar; Albion and the world’s first heart-shaped strawberry, designed by Joshua Edwards, an engineering student from Melbourne. The Joshua Edwards variety isn’t a new variety but rather a strawberry grown in a heart shaped mold.

Of all the different varieties, the type that grows best in Florida are the Camarosa, Sweet Charlie and Festival. The Festival variety is the most productive variety in central Florida, according to the University of Florida.

Nutritional Composition of Strawberries

The strawberry itself is a nutritional food, higher in vitamin C than citrus fruit (2).

One cup strawberries contains: • 50 calories • 1 gram protein • 11.65 grams carbohydrates • 3.81 grams dietary fiber • 23 mg calcium • 17 mg magnesium • 1 mg selenium • 94 mg vitamin C • 45 IU Vitamin A • 45 mg potassium • 32 mg phosphorus The nutritional composition of strawberries is listed in more detail at (3).

Besides vitamins and minerals, strawberries contain many antioxidant phytochemicals such as anthocyanins and carotenoids. In one clinical study performed at the National Institute for Food and Nutrition Research in Italy, scientists found that after consumption of strawberries, there was a significant rise in plasma vitamin C levels for up to 5 hours (4).

Another research study, performed at the University of California LA in 2010, found that strawberry consumption was associated with increased levels of antioxidants in the serum (5

Antioxidants protect the body against free radicals, which can contribute to cancer. In a Scottish study, polyphenol-rich berry extracts were screened for their effectiveness against human cervical cancer cells in culture plates. The strawberry extract was more effective than lingonberry, blueberry, cloudberry, sea buckthorn and pomegranate. The strawberry extract was also effective against human colon cancer cell lines in the laboratory (6).

A more complete Strawberry nutritional composition can be found in wiki.

The Case for Growing and Eating Organic Strawberries

In a University of California Davis research study (7), scientists discovered that the use of pesticides and herbicides may actually reduce the polyphenol compounds found in strawberries, corn and marionberries. The polyphenol compounds are part of the phytonutrients found in plants that are linked with a reduction in cancer and heart disease. When these plants were grown sustainably without chemicals, strawberries contained 19% more polyphenolic compounds than conventional fruit. They also had higher amounts of vitamin C.

In a study published in a pediatric journal (8), researchers found a correlation between the consumption of organophosphate pesticides and Attention Deficit Hyperactive Disorder in children. Wishnatzki Farms organic strawberries do not contain any organophosphate based materials in the growing or harvesting process.

History of the Farm

Around 1900, Harris Wishnatzki immigrated to the U.S. from Russia. After meeting Daniel Nathel, a push cart peddler, Harris saw the value of the business and started up his own push cart business, selling fresh fruits and vegetables from a push cart in New York City. Decades later, the push cart business has made a comeback in New York, with the city of Bronx approving 1000 new mobile food carts(9).

Harris and Daniel exchanged tips about working the business and both were quite successful after creating large fleets of push carts. Wishnatzki and Nathel joined forces to assist other push cart merchants in obtaining their fresh produce and established a wholesale distribution center. One of the buyers that the duo worked with was a located in Florida during these early years.

Harris Wishnatzki’s three sons were taught the produce business from an early age. After World War II began, Harris’ oldest son Lester stayed home to help run the business while Joe and Ernest (Ernie) went to fight the war. Unfortunately, Ernie was killed in action; however, Joe returned home to work on the family business.

During a winter vacation in Florida, Harris visited strawberry farms in Plant City, Florida. His vision was to provide fresh strawberries to consumers in New York City who never saw a strawberry until summertime. A New York City hub center was established by Wishnatzki and Nathel, making strawberries available to the local residents. Today, Wishnatzki Farms distributes fresh produce occasionally to almost all U.S. states, including Florida, Georgia, Alabama, South Carolina, North Carolina, Virginia, West Virginia, Maryland, New York, Connecticut, Vermont, Tennessee, Kentucky, Ohio, Pennsylvania, Massachusetts, Rhode Island, and Canadian provinces. One of its top retailers is Costco Wholesale. Other top retailers include Publix, Stop & Shop, Giant Foods, Food Lion, Aldi’s and Winn-Dixie. Today, Wishnatzki Farms is not only a shipper of fresh produce, but also a grower, packer and broker.

Even on winter vacations, Harris Wishnatzki became involved in produce buying. In the 1920s, growers would bring their produce to farmers’ market auctions to be sold. These auctions occurred on a daily basis. Harris became a regular buyer at the Plant City, Florida auction and in 1929, moved his family to Plant City to set up a produce shipping operation. This move became the beginning of the foundation for Plant City growers to gain access to large American markets(10). His partner, Daniel Nathel stayed in New York and ran the wholesale market side of the business.

Joe Wishnatzki’s son Gary started working for the company in 1974 and by 1981, he became manager of the firm. In 1987, Gary began a growing operation called G & D Farms in Manatee County. In 1990, Gary was appointed President of Wishnatzki & Nathel.

In 2001, the Florida division became a separate business entity called Wishnatzki Farms. Its focus was the growing and shipping of high quality produce.

The company operates under three core values of Quality, Integrity, and Responsiveness. The employees of Wishnatzki Farms are asked to perform according to these principles at all times.

In 2003, Wishnatzki Farms merged ideas with Allen Williford and formed Clear Choice Greenhouses which began growing organic strawberries under the Clear Choice brand name. These strawberries were grown on a safe but soil-less growing medium. The first greenhouse was only one acre but with innovation and experimentation, by 2006, it had grown to 13 acres, just to meet the demand. In 2007, five additional acres were added.

In 2006, Wishnatzki Farms purchased 100 acres of land in Plant City which was formerly known as Brock Farms. The company renamed this property Trapnell Road Farms. Acreage continued to increase and by 2008, Trapnell Road Farms had added over 150 acres, and G & D had over 600 acres in cultivation.

Starting in 2007, Gary took on an additional project – a system that would provide item level traceability and collect consumer feedback. This system called FreshQC traces product across the entire chain from consumer back to the picker. This technology currently has a patent pending.

In 2009, Wishnatzki Farms organic strawberry acreage grew to 40 acres and acreage totaled over 100 acres in 2010. With this large volume of strawberry production, the farm saw a need for creating another product – frozen strawberries and then developed the processing line and marketing strategies to expand distribution to an outside customer base.

In 2010 on January 19th, Wishnatzki Farms launched its new consumer brand, Wish Farms. This brand name features Misty the Garden Pixie, a memorable icon.

One of the other strong values that Wishnatzki Farms lives by is community service. The farm employs about 1500 migrant workers each growing season and their needs are one of the company’s primary concerns. A tennis tournament sponsored by Wishnatzki Farms, called the Strawberry Pro-Am Tennis Tournament(11), has raised over $400,000 between 2006 and 2010. The funds benefit a scholarship fund at The University of South Florida for migrant students and the Redlands Christian Migrant Association and supplies to build classrooms for children of migrant workers. In Feb. 2010 alone, the tournament netted close to $100,000. This event was held at the Avila Golf and Country Club in Tampa. Wishnatzki Farms supports scholarships to those pursuing graduate degrees in education to children whose families are involved in farmwork.

Wishnatzki Farms is a sponsor of the Florida Strawberry Festival, created by the Plant City Lions Club in the 1930s, which now draws crowds from the entire state. The Florida Strawberry Festival is a 10-day event that is similar in many ways to state fairs. Some of the biggest draws of this festival are its strawberry shortcake, parade, beauty pageant, and livestock shows.

In 2010 Wishnatzki Farms sponsored a day at the festival and named it Farm Worker Appreciation Day. All farm workers in the area were encouraged to attend the festival free of charge. Wishnatzki Farms has sponsored a young woman for the Strawberry Festival Queen competition for over 60 years. Wishnatzki Farm’s lastest participant, in 2010, was Chelsea Steele of Plant City. Betty Jean Cook was sponsored by Wishnatzki & Nathel in 1960 when she won the crown.

On March 13, 2010, Wishnatzki Farms opened up the farm to the community in a U-Pick Day. People attending were allowed to pick as many flats of berries as they wanted to and were asked to make a minimal donation to the Redland’s Christian Migrant Association. The event drew close to 5000 people, including those from local area food banks and other community organizations.

The success of the first U-Pick event in March 2010 quickly led to another, this time a fundraiser for the Society of St. Andrew’s Second Harvest Program, the local Girl Scouts, the Ronald McDonald House in Tampa Bay, Hope Children in Tampa, and the House of Hope in Merritt Island. This event was in April 10th 2010.

Growing Methods

Strawberries have on the average a 35-40 day growing cycle. The plants are susceptible to weather issues, such as heavy rains. A heavy rainfall can wipe out a crop. The effect of heavy rains on the strawberry plant is it causes fungal diseases and can affect the fruit growers as well (12-14).

Rain can also damage the fruit by causing it to split open and make it unmarketable for the fresh market.

When temperatures dip to freezing levels, this can kill plants or delay production. During a freeze situation, strawberry plants are sprayed with overhead irrigation, which provides a thin sheet of ice over the plants. The process of freezing actually generates heat which prevents the berries from freezing. The most damage from freezing temperatures occurs right after warm weather, because the plant has young tender growth.

Wishnatzki Farms strawberries and other crops are susceptible to weather issues like other farmers in Florida. On Jan. 4th through Jan. 6th, 2010, central Florida experienced temperatures that dipped to 26 degrees Fahrenheit; however, Wishnatzki Farms’ growers had sprayed water onto the strawberries and the plants were spared.

Strawberry Predators

Although there are no animals that sneak into Wishnatzki Farms at night to eat the berries and other produce, this isn’t the case at other strawberry growing farms. In Apex, North Carolina, Jean’s Berry Patch was raided by deer that appeared to be playing in the strawberry fields all through the night in December 2009 (15). In terms of greatest strawberry production, California is #1, Florida is #2, Oregon is #3 and North Carolina is #4.

Strawberry Pests

Some growers have problems with birds trying to eat fruit, and a variety of methods are used to prevent this including nets over the fields (16).

Growing Organic Strawberries

A variety of methods are used to grow organic strawberries, all must conform with the USDA. At Wishnatzki Farms, the goal of Clear Choice Greenhouses is to provide red, juicy, organic strawberries. They have been doing this since 2003. Methods used include the following: • Renewable compost blended with recycled, soilless media from the previous year’s crop • Technologically advanced drip irrigation with regular measurements taken of soil moisture • Beneficial insects used to control destructive pests • Pollination with bees. • Methods that triple per acre yield and conserve farmland

The Process of Strawberry Picking to Purchase

Strawberry season in Florida starts around Thanksgiving and extends until mid-April This growing season covers the celebrations of Christmas, New Year’s, Valentine’s Day, and Mother’s Day; the major holidays when strawberries brighten up any meal.

The strawberry takes about 35 days to mature. Strawberry picking at the Wishnatzki Farms starts in the early morning when workers pack ripe berries into plastic clamshell containers. Quality is a major concern and all berries pass through a quality control point. Once they are approved they are then hand stacked onto pallets and taken to the cooler.

Proper storing temperature prevents berries from becoming overripe and from rotting. Strawberries should always be stored as cold as possible without freezing them, according to the Florida Strawberry Growers Association. If they are left out at room temperature or on the plant at hot temperatures, they tend to break down rapidly.

Once the berries are on pallets in clamshell containers, they are moved into forced air pre-coolers on site set at optimum strawberry cooler temperature of 34 degrees. This takes the field heat out of the strawberries. At this temperature, berries can remain fresh for at least 7 days. Temperature records are maintained on site to ensure product quality. Strawberries are then moved from the pre-cooler into a holding cooler before loading onto trucks.

Berries used in the Wishnatzki Farms processing line are washed with a chlorinated solution and rinsed. All berries are inspected and if a berry doesn’t meet the Wishnatzki standard of quality, it is discarded. Berries may be sliced and then pureed for processed strawberry products. Another important part of the inspection process for pureed strawberries is passing them through a metal detector which detects any foreign material. The puree is transferred to a holding tank which fills pails and drums from 28 pounds to 425 pounds. The Wishnatzki Farm processing of strawberries is in accordance with food safety and HACCP guidelines.

Once berries that are not pureed reach the internal temperature of 36 degrees, they are then loaded onto tractor trailers and distributed across the eastern seaboard. Wishnatzki Farms has a centrally-located warehouses that store all required crate materials. The plastic clamshell containers are also kept at these locations.

All trucks used to transport the strawberries are refrigerated and temperature recording devices are used to verify temperature. From picking time to purchase time, the process can be 24 hours to several days. When the time from being picked to purchased is within 96 hours, the strawberries will be at their finest in flavor, texture and appearance.

Federal Guidelines Change the Way That Produce Will be Monitored

Food borne illness is a constant threat to food safety for any type of produce, Although new legislation has not yet been passed as of Dec 2009, reformative legislation is in the making with the Produce Traceback Initiative and the Food Safety Enhancement Act (H.R. 2749). These guidelines are not requirements. They may serve as guidelines to produce growers and shippers to streamline their practices and allow trade groups to have and expect uniformity within the field. The federal government, retailers and consumers desire the ability to trace produce from point of origin to point of purchase. However, large chain stores like Kroger and Food Lion are making these guidelines mandatory for their suppliers.

As of Fall 2011, all produce handlers and shippers may be required to have GTIN numbers on each case of product according to the Produce Traceback Initiative. Food borne illness outbreaks of E. coli in the U.S. have been reported in fresh spinach, jalapeno pepper, and romaine lettuce. Media initially reported the 2006 E. coli outbreak to tomatoes infected with the bacteria instead of spinach. (See also 1) The economic damage to tomato growers was estimated at $500 million by the Florida Tomato Growers Exchange(17).

With each food borne illness outbreak reported in the news, consumers want to know whether or not the produce in their refrigerators is affected, especially since many shipments of produce cross state borders. An efficient traceback system could have prevented the economic loss and drop in consumer confidence.

Because of this rising concern, Wishnatzki Farms utilizes the FreshQC total quality improvement system with traceback, a system developed and patent-pending as of November 2008 by Gary Wishnatzki(18).

Fresh QC is a system that allows the consumer to leave feedback on any particular clamshell of berries. As the shipper of the berries Wishnatzki Farms can identify what field it came from, the block, plant variety, nursery source, planting date, and even the picker who picked it. At Wish Farms, staff communicate directly with people buying produce, emphasizing that food safety and food quality both are equally important(19).

Growers Used by Wishnatzki Farms

There are three primary growers at Wishnatzki Farms that oversee the company’s various properties. Philip Stanaland, who manages the G&D operation in Duette, Fl. Stanaland grows strawberries and a variety of vegetables. Stanaland oversees Trapnell Farms in Plant City. Along with strawberries, Trapnell Farms grows tomatoes and cantaloupe as well.

Allen Williford is in charge of organic food production, spending a good portion of his time consulting other Wishnatzki Farms growers on the methods to use to produce the highest quality produce.

Wishnatzki Farms also has the privilege of marketing fruit for a multitude of outside growers notably including Billy Simmons, Carl Groom, Porter Hare, and Ferris Farms, managed by Dudley Calfee.

Produce Sold by Wishnatzki Farms

Wishnatzki Farms offers a variety of different brands depending on the product. All organic strawberries are labeled under the Clear Choice brand. Wishnatzki Farms offer the Strawberry Joe brand which is packed with only the Camino Real variety. The newest consumer brand is Wish Farms which features Misty the Garden pixie.

Strawberries and blueberries are available in a wide variety of sizes including 4.4 oz., 8 oz., 1 pound, 2 pound and 4 pound clamshells (not for blueberries) as well as pint open flats. Bell peppers are packed in 1-1/9 bushel while green beans fit into full bushels. Zucchini and yellow straight neck squash are retailed in ½ bushel sizes while yellow crook neck squash is packaged in a larger ¾ bushel size. The 1-1/9 bushel size also accommodates acorn squash, butternut squash, buttercup squash and spaghetti squash as well as eggplant and cucumbers. Tomatoes are packed in open flats, clamshells, or in 20 to 25 pound bulk boxes. Melons are easily stored in 24” or 36” bins.

Marketing & Professional Affiliations

Wishnatzki Farms is a member of the Produce Market Association, a leading global trade association for the produce and floral markets. The company is also a member of Red Book Credit Services, Blue Book Services, and the Florida Strawberry Growers Association (FSGA). This association works with the Agricultural Task Force and is an integral part of the Agricultural Economic Development Council and Southwest Florida Water Management District Agricultural Advisory Committee. These committees deal with issues related to migrant housing, wetlands, upland habitat, environmental regulations and property rights.

The FSGA sponsors an annual Strawberry Jam Banquet which celebrates its success and awards growers in several categories including First Flat Award, Public Service Award and various handler awards. Wishnatzki Farms won the Classic Award several years ago.

FSGA serves as the strawberry growers industry mediator whenever input is needed for governmental agencies, especially during drought, hail, floods and freezes. The association assures the use of water for plant protection and frost protection as well as growing. The association endorses Florida’s CCI Worker’s Compensation Program, benefiting strawberry growers by providing rebates for assessments. The FSGA also is a leader in promoting research into strawberry plant varieties through the Florida Strawberry Research and Education Foundation (FSREF).

President/CEO of Wishnatzki Farms, Gary Wishnatzki, also serves on the Board of Directors for the Florida Fruit and Vegetable Association (FFVA).

Awards

On Feb. 25, 2010 Gary Wishnatzki received a national award, the Plate of Bounty Award, for his work on behalf of the Redlands Christian Migrant Association. This award is granted to individuals who demonstrate good will to migrant workers. Gary Wishnatzki created a $286,000 endowment to fund graduate level scholarships to assist children of migrant workers. The award was presented by the National Migrant and Seasonal Head Start Association.

See also

.(See also www.fda.gov/newsevents/testimony/ucm153992.htm)

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