As the sun rises over Plant City, Florida, the strawberry fields are buzzing with activity, marking the start of the highly anticipated 2025–2026 Florida strawberry season. Wish Farms, a fourth-generation family-operated business, is stepping into this season with renewed optimism despite facing challenges from Hurricane Milton and rising production costs. The strawberry season, which runs from November through April, promises exceptional quality and flavor, and Wish Farms is ready to deliver.

Nick Wishnatzki, the Public Relations Director at Wish Farms, expressed confidence in the team’s adaptability and strategy. The company is cultivating four key strawberry varieties developed by the University of Florida: Brilliance®, Medallion®, Ember®, and Encore®. Notably, the Ember® and Encore® varieties are prized for their size, flavor, and enhanced disease resistance, which will be crucial as they aim to improve yield and productivity this season. With over 2,500 acres of production, including conventional, organic, and the unique Pink-A-Boo® pineberries, Wish Farms represents about 17% of the Florida strawberry industry.

Weathering the Storm

The journey to this season has not been without its hurdles. Hurricane Milton made landfall as a Category 3 hurricane near Siesta Key on October 9, wreaking havoc on many strawberry farms. The storm caused significant damage, including ripped plastic and flooded fields, and even deposited ocean water from the Gulf of America onto the strawberry fields, raising salt levels. This tumultuous weather impacted initial yields, especially during the early season when prices are typically more favorable.

Despite these setbacks, Florida’s strawberry farmers demonstrated remarkable resilience. They adapted to the challenges posed by the hurricane and managed to harvest a moderately successful crop. Kenneth Parker, the executive director of the Florida Strawberry Growers Association, worked closely with University of Florida breeders and growers to navigate the recovery efforts. Their collaborative efforts have been crucial in ensuring that fresh strawberries are available this season, as they have successfully planted strawberries from December through April.

Innovation and Quality

In addition to recovering from the hurricane, Wish Farms is focused on maximizing flavor and supply reliability in its organic production. The introduction of new strawberry varieties like Ember™ and Encore™—which represent about 10% of the 14,000 acres of strawberries in Florida—promises to bolster the industry’s output. These innovative cultivars were developed to resist phytophthora root rot and are expected to enhance both yields and fruit quality. The breeding program continued even through the hurricanes, demonstrating the industry’s commitment to improvement and resilience.

Moreover, recent changes to the H2A program’s Adverse Effect Wage Rate (AEWR) and crew deployment rules are anticipated to reduce labor costs and improve compliance for farmers, benefitting the domestic berry industry in the long run. As strawberries lead growth in the berry category with $500 million in year-over-year dollar gains, Wish Farms is well-positioned to meet the increasing market demand with its high-quality berries and reliable delivery.

For over a century, Wish Farms has been at the forefront of Florida’s agricultural landscape, growing, shipping, and marketing fresh strawberries, blueberries, blackberries, and raspberries. With their commitment to innovation and quality, including the use of patented traceability technology for safety, they continue to be a beloved name in the industry. As the season unfolds, consumers can look forward to enjoying the delicious fruits of their labor, knowing that they come from a resilient community that thrives even in the face of adversity.

For more insights into the Florida strawberry industry and the challenges faced by farmers, visit Specialty Crop Grower and learn about the ongoing efforts to ensure a successful strawberry season.

To explore the innovative practices of Wish Farms, check out their profile on Perishable News.

For more on the resilience of Florida growers, visit UF/IFAS Blogs.