Wish Farms CEO James Peterson Talks Leadership, Berry Genetics, and the Future of Flavor

PLANT CITY, FL - Between the bustling aisles, back-to-back conversations, and excitement surrounding the International Fresh Produce Association (IFPA) Global Produce & Floral Show, there's something especially enjoyable about finding a moment to sit down and talk about the future of fresh produce. That's exactly how my conversation with Wish Farms Chief Executive Officer James Peterson began.

The team welcomed me with coffee and berry samples, giving me a firsthand reminder of just how delicious great fruit can be. It was a fitting introduction to a conversation that would soon center on one of the company's biggest priorities: flavor.

"The big trend you can't miss in produce is to get the flavor right," James told me.

And after sampling the berries myself, I could certainly appreciate his point. Our conversation covered his unexpected path into the produce industry, the company's investments in genetics, and why James believes the next chapter of berry growth will be defined by a better eating experience.

But before getting into the future, I wanted to learn a little more about the man now leading Wish Farms.

From Professional Sports to Produce

As it turns out, James didn't begin his career in agriculture. His professional background was in sports, including time working with the Dallas Cowboys, before family connections eventually brought him into the berry business.

James joined Wish Farms in 2011 and has spent the past 15 years building his career within the company.

He started on the sales side, eventually managing the sales team before transitioning into the Chief Operating Officer role. His move into the CEO position was carefully planned, with much of the company's strategic direction already taking shape under his leadership.

"In the COO role, I had a lot of CEO responsibilities. So really my day-to-day hasn't changed at all since we transitioned over," James explained.

James told me that the company had spent the previous several years developing strategic priorities designed to guide both its immediate operations and long-term growth. That preparation has allowed him to enter the role with a clear sense of direction.

When I asked what excited him most about the future, our conversation quickly returned to the berries sitting in front of us.

Great Flavor Is Driving Growth

One of the most interesting takeaways from my conversation with James was his perspective on how the berry category is evolving. For years, the industry focused heavily on building consistent, year-round availability. But as James explained, the next major opportunity isn't necessarily about supplying more fruit. It's about supplying better fruit.

"I think we've really figured out a fifty-two-week supply, but the genetics are getting better. Companies are finally getting rewarded for flavor," he shared.

James believes improvements in berry genetics are encouraging consumers to purchase fruit more frequently while helping the category reach new demographics. He explained that replacing underperforming varieties with better-tasting alternatives is creating a stronger eating experience and supporting repeat purchases.

Having just enjoyed samples from the Wish Farms team, I understood why he was so enthusiastic about the opportunity. Of course, delivering that experience consistently requires significant work behind the scenes.

Wish Farms has made investments in its genetics program, including bringing on Carlos Fear, whom James identified as a former lead breeder. According to James, the company now has raspberry and blackberry varieties progressing through Stage 3 and Stage 4 commercial trials, with encouraging feedback from major U.S. retailers.

"We really feel like we're at an inflection point of growth," he told me.

Wish Farms sees those advancements as an opportunity to expand its cane berry programs over the next three to five years, building on its existing business while introducing new varieties that prioritize flavor.

For retailers, that could translate into stronger berry programs and additional opportunities to keep consumers coming back. As my conversation with James continued, it became clear that flavor is only one part of a much larger vision for the category.

From consumer wellness to opportunities beyond the United States, Wish Farms is exploring how its investments today could shape the berry business for years to come.

Keep a tab on AndNowUKnow for more industry insights and conversations from the IFPA show floor.