Leading berry grower-shipper Wish Farms will spotlight its new augmented reality (AR) technology at the Produce Marketing Association’s Fresh Summit convention Oct. 18-19.

AR will help bring Wish Farms’ new labels to life in a unique way, via a smartphone app.

Once the app is downloaded and opened on a smartphone or tablet, the viewer will hover the camera over the Wish Farms label. A video will appear overlaid onto the label through the display.

“I wanted us to be the first in our industry to utilize this technology,” says owner Gary Wishnatzki. “(It’s) just another chance for us to connect and get more people excited about being a Wish Farms berry lover.”

The application will be available to the public in January 2020, and compatible with any Wish Farms label across all four berries. In addition to the AR video, the app will also feature grower profiles, recipes, tips and a consumer feedback dashboard. For each download, Wish Farms will donate a meal to those in the community that need it most.