Florida strawberry growers connecting consumers and pickers

An innovative method is connecting Florida strawberry growers to consumers. For the past seven years, Wish Farms, a year-round grower of strawberries, has implemented a traceability system called ‘How’s My Picking?™’ which allows each carton of berries to be traced back to the picker. “This season we are incorporating a survey response program which allows consumers to give feedback on the berries they purchase,” explains Amber Kosinsky, director of marketing for Wish Farms. “The traceability is so precise that a single carton of strawberries can be traced back to the grower, date of picking, block, variety, and picker.”

The program has been well received by consumers, with feedback averaging from 100 consumers per day. Wish Farms gives away $100 every single week during the Florida strawberry season in their Grocery Money Sweepstakes as an incentive for consumers to participate. Feedback is then shared with growers and pickers to communicate areas of improvement and areas of excellence. “A large percentage of the feedback has been positive,” states Kosinsky, “especially on variety, size and flavor.”

Consumers and growers are not the only people benefiting from this traceability program. Pickers are offered initiatives to produce a great strawberry pack. “Pickers receive direct comments from the consumers, instilling a sense of pride knowing they are doing a great job. Then it becomes a full circle campaign,” declares Kosinsky.

The current demand for Wish Farms’ strawberries is a direct correlation to the quality of fruit they offer. “When consumers purchase good fruit then they come back for more,” states Kosinsky.

For more information please contact:
Amber Kosinsky
Director of Marketing
Wish Farms
Tel: (813) 752-5111
Fax: (813) 752-9472
info@wishfarms.com
www.wishfarms.com/