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Consumer feedback leads Wish Farms to boost organic acreage

Wish Farms, a leading grower-shipper of strawberries and year-round supplier of blueberries, attributes some of this year's growing decisions to consumer feedback.

Wish Farms utilizes FreshQC How's My Picking?, a patented consumer feedback and food traceability system, to connect with the people who purchase and enjoy their fruit. Thousands of people Organic-Strawberryfrom across the nation submit surveys telling about their experience — good or bad — and make suggestions to the company. One common theme in these responses has been a request for more organic product.

"The feedback we receive through our FreshQC How's My Picking? program is invaluable to us," Amber Kosinsky, director of marketing at Plant City, FL-based Wish Farms, said in a press release. "We want our consumers and fans to know that we are listening to their requests and that their needs influence our business decisions."

Florida strawberry season is underway and Wish Farms expects approximately 20 percent more organic strawberry production this year over last year, as well as becoming a much bigger player during this year's Chilean blueberry season by more than doubling organic blueberry production.

"In years prior, we've solely offered conventional berries during our Florida blueberry season, which starts in March," J.C. Clinard, vice president of grower relations at Wish Farms, added in the press release. "Now with this increased consumer response for more organic product, we've made the decision to start offering organic berries, as well."

All Wish Farms organic product is certified organic by the U.S. Department of Agriculture.

By soliciting consumer feedback, Wish Farms has found not only a way to connect with consumers and learn more about their needs, but also an important tool for accountability within the organization, according to the company.