Plant City, Fla.-based international grower and year-round marketer of strawberries, blueberries, blackberries, raspberries and pineberries, Wish Farms used its high-visibility participation at the 96th Florida Strawberry Festival to reinforce the quality of the 2026 Florida strawberry crop and the importance of direct consumer engagement for the industry.
Organizers of the 11-day event said 573,299 guests visited the Plant City fairgrounds this year.
Now in its 15th year sponsoring the festival’s soundstage, Wish Farms leveraged the platform to highlight its growers, workforce and the people behind Florida strawberry production. Prior to each concert, the company aired a consumer appreciation video recognizing growers and staff.
The festival’s national draw allowed Wish Farms team members to engage in real-time conversations about seasonality, varieties and farming practices.
“The berry quality this season has been exceptional,” says Nick Wishnatzki, public relations director for Wish Farms. “There’s nothing more rewarding than watching someone’s face light up after taking that first bite. They associate that experience with our brand, and it creates an authentic connection. That’s the most meaningful validation we can have.”
The upgraded soundstage, now in its second year, delivered record-setting exposure, with the Forrest Frank concert becoming the highest-attended concert in the festival’s history, the company says. The increased scale and production value amplified Wish Farms’ visibility while reinforcing the festival’s role as a showcase for Florida agriculture.
In addition to on-site presence, Wish Farms activated daily marketing campaigns designed to connect grassroots engagement with digital growth. Interactive promotions encouraged festivalgoers to follow the brand on social media and join the Berry Lover email list, driving direct-to-consumer connection beyond the festival grounds.
Pink-A-Boo Pineberries were also sold and sampled throughout the event, introducing many consumers to the variety for the first time and highlighting ongoing innovation within the strawberry category.
For Wish Farms, the 2026 festival once again served as a critical touchpoint to reinforce grower value, product quality and consumer demand at the height of the Florida strawberry season.
