Wishnatzki Farms History

Harris Wishnatzki was a Russian immigrant who came to New York City about 1900. Harris was selling fruits and vegetables from a pushcart when he met fellow pushcart peddler Daniel Nathel. They both built up their businesses. In 1922, Harris Wishnatzki and Daniel Nathel both had large fleets of pushcarts selling produce on the streets of New York City when they joined forces to set up a wholesale business. Wishnatzki & Nathel was born. In the late 1920’s, the firm had a buyer in Florida that sold strawberries to them. Harris Wishnatzki spent several winters in Florida while getting involved with the produce buying. He fell in love with the Central Florida area. He moved his family south in 1929 to set up a produce shipping operation in Plant City. Meanwhile, Daniel stayed in New York to run the wholesale market side of the business.

Harris had three sons that were being groomed for the business when World War II began. Lester the eldest stayed home to help run the business. Joe and Ernest served in the army in Europe. Sadly, Ernest, affectionately known as Ernie, was killed in action shortly before the war ended. Joe returned home to join Lester in the family business.

Joe’s son, Gary began work for the company in 1974. He took over management of the firm in 1981. In 1990, he became President of Wishnatzki & Nathel. During his tenure, the firm grew steadily.

In 2001, after three generations, the Wishnatzki and Nathel family mutually agreed to split off the Florida division and form a new company. Wishnatzki Farms was formed to focus on growing and shipping produce.

In 2003, Wishnatzki joined forces with Allen Williford to form Clear Choice Greenhouses, providing organically grown strawberries from a safe, soil-less growing medium. From the moment visitors walk into the 1-acre greenhouse, they know they are looking at something special. Row after row of strawberry plants grow, hanging with fruit in all stages from blooms to red ripe berries. The futuristic greenhouse has its own ecosystem of beneficial insects protecting and pollinating the crop. In 2006, 13 acres of outside organic strawberry production was added to help meet the demand.

In 2005, Wishnatzki Farms formed an alliance with Colorful Harvest from Monterey, California. Colorful Harvest has the exclusive license for the Green Giant Label on fresh berries. The relationship allows for the reciprocal marketing of Florida and California fruit by both companies.

Gary Wishnatzki purchased Brock Farm in late 2006, adding over 100 acres of strawberries and tomatoes.

Wishnatzki Farms has entered into the processed strawberry business in recent years. In 2007 the company opened a processing facility to supplement out-sourced production capacity.

Currently Wishnatzki Farms is in expansion mode. We are actively seeking out growers who have product for us to market and handle. Wishnatzki Farms has a diverse customer base. This customer base allows us to market large quantity of product with the goal of delivering optimal returns to our growers.