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Jolly Green Giant and Tony the Tiger, meet Misty the Garden Pixie.

Plant City, FL-based Wishnatzki Farms has debuted "Wish Farms," a new brand for its fresh produce products. The new consumer label, featuring Misty the Wish Farms Garden Pixie, will replace the "Wishnatzki Farms" label on the company's strawberries, bell peppers, squash, cherry tomatoes and grape tomatoes sold in grocery stores.

To introduce the brand to consumers, the company has launched an on-line campaign that includes a series of humorous videos that are posted on www.WishFarms.com and on www.YouTube.com/WishFarms. The videos introduce Misty the Wish Farms Garden Pixie through the eyes of her warehouse worker pixies.

Gary Wishnatzki, Wishnatzki Farms' president and chief executive officer, decided to implement the new brand after extensive consumer research, which found that the label would be easy to spot on grocers' shelves and that the name and label were memorable and family friendly.

"It is our goal to connect with consumers in a more memorable way," Mr. Wishnatzki said in a Jan. 19 press release. "Strawberries are about sweetness and fun, so we created a brand that reflects those qualities. The new brand name is a natural evolution for our company. People have been referring to us as 'Wish Farms' for years. It's time to make it official."

In business since 1922, Wishnatzki Farms represents more than 2,000 acres and ships approximately 3 million flats of strawberries and 2 million packages of vegetables per year. The company markets produce under "Wishnatzki Farms," "Wish Farms," "Strawberry Joe," "Clear Choice Organic" and other brands.