(UPDATED COVERAGE, Aug. 04)  Trying to maintain consistent branding, Wishnatzki Farms, one of Florida’s largest strawberry grower-shippers, is changing its name.

The 90-year-old Plant City, Fla.-based company is now Wish Farms.

The company changed its label to Wish Farms in January 2010. The consumer label features Misty, the Wish Farms Garden Pixie, replacing the older Wishnatzki Farms label.

The change should help better position Wishnatzki for building brand recognition and sales growth, company said Gary Wishnatzki, president and chief executive officer.

He said introducing the new label in January 2010 marked the first step in changing from the Wishnatzki name to Wish Farms.

“We just thought it was time to make the full move and change the company name to match the brand,” Wishnatzki said. “I think our customers and shoppers have had a chance to get used to it and have accepted the Wish Farms brand name well. We don’t want there to be any confusion between the brand and company name.”

Wishnatzki said customers have reacted to the change favorably. He said the company plans to gradually make formal changes such as redesigning marketing materials, product labels, purchase orders and order confirmations by December.

The changes don’t affect company management and ownership, Wishnatzki said.

The company grows on more than 2,000 acres of strawberries, blueberries, cucumbers, squash, bell peppers and cherry, roma, mature-green and grape tomatoes.

Wishnatzki grows strawberries in Florida and California, blueberries throughout the East Coast as well as Michigan, Argentina and Chile and vegetables in Florida and North Carolina.