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After 90 years and three generations of carrying on the family name, Wishnatzki Farms, a Plant City, FL-based grower-shipper, announced Aug 2 that it has changed its name to Wish Farms in an effort to further develop its focus on consumer branding.

In January 2010, Wishnatzki Farms debuted "Wish Farms," the new brand for its fresh produce products. The consumer label, featuring Misty the Wish Farms Garden Pixie, replaced the "Wishnatzki Farms" label helping to position the company for continued growth.

"Building brand recognition amongst consumers is a top priority," Gary Wishnatzki, president of Wish Farms, said in an Aug. 2 press release. "Introducing the new label last year was the first step in transitioning from the Wishnatzki name to Wish Farms. It's time to make it official. I'm proud of the organization my grandfather, uncle and father built. We will continue to uphold the traditions, values and quality service that we are known for."

Although the name has been officially transferred, changes will occur gradually over the next two to four months. Marketing materials, including product labels, purchase orders and order confirmations, will be replaced during that time.