Company veteran James Peterson takes on new role, while key sales department members step into expanded positions to drive continued growth.

Wish Farms, a prominent international grower and marketer based in Plant City, Florida, has promoted James Peterson to the position of chief operating officer. This decision underscores the company’s commitment to maintaining its stronghold in the berry market, where it has seen substantial growth in recent years.

Peterson’s journey with Wish Farms began in 2011 when he joined the company and gradually advanced to the role of vice president of sales and marketing. His previous experience in premium seating sales for organizations such as the Cleveland Cavaliers, Dallas Cowboys, and Rose Bowl provided him with a unique skill set that he effectively translated into the produce industry. His tenure at Wish Farms has been marked by significant achievements, including the successful modernization of planning and execution strategies. Under his leadership, these initiatives have played a crucial role in the company’s impressive 633% increase in sales revenue.

The promotion of Peterson is seen as a strategic move for Wish Farms, with the company’s owner, Gary Wishnatzki, expressing high expectations for his performance in the new role. “James is primed for this role. He has an outstanding ability to drive processes and be an effective leader,” Wishnatzki remarked. He also highlighted the anticipated positive impact of this transition on the company’s future growth and success.

In conjunction with Peterson’s transition to the operations side of the business, Wish Farms is also expanding the roles of two of its long-serving employees within the sales department. Marcus Caswell, who has been with the company for 16 years, will step into the role of director of sales execution, while Jason “JD” Deis, a 14-year veteran of the company, will take on the position of director of business development.

As stated in the report from The Packer, Peterson expressed confidence in these appointments, noting that Caswell and Deis have consistently demonstrated their ability to cultivate strategic partnerships and manage key relationships effectively. He believes that these new roles will leverage their strengths and contribute to the company’s ongoing success.

This leadership reshuffle reflects Wish Farms’ focus on strategic growth and operational excellence, ensuring the company remains a leader in the competitive berry market.