PLANT CITY, FL - Wish Farms announced the promotion of James Peterson to Chief Operating Officer, marking a significant step in the company's strategic growth in the berry market. Peterson’s tenure has led to impressive sales increases and operational advancements that have positioned the company for continued success.
With Peterson’s new role, Marcus Caswell and Jason Deis (“JD”), both long-time Wish Farms employees, stepped into expanded positions within the sales department.
“Marcus and JD have a proven track record working with our retail partners, finding the right strategic alignments, and servicing our existing relationships effectively,” remarked Peterson. “I am confident that these roles lean into their strengths, and they will be highly successful in driving our business forward.”
Caswell was promoted to Director of Sales Execution, while JD assumed the role of Director of Business Development.
Joining Wish Farms in 2011, Peterson initially served as Vice President of Sales and Marketing. His experience in premium seating sales with major sports franchises, including the Cleveland Cavaliers and Dallas Cowboys, brought a unique perspective to the produce industry.
“James is primed for this role. He has an outstanding ability to drive processes and be an effective leader. This move is a great shift, strategically, for our company. I am really looking forward to seeing him flourish in this role,” stated Gary Wishnatzki, Owner.
Under Peterson’s guidance, the company modernized its planning and execution strategies, focusing on exceptional customer service and controlled growth. As a result, Wish Farms experienced a remarkable increase in market share within the berry category, with sales revenue rising 633 percent, according to a press release.
By enhancing operational efficiency and focusing on customer-centric strategies, Wish Farms aims to provide retailers with the support and resources necessary to succeed in the competitive produce market.
The promotion of James Peterson to Chief Operating Officer marks a significant milestone for Wish Farms. As the company enters this new chapter, it is well-positioned to continue its ascent in the berry market under his stewardship.
Congratulations, James Peterson!
