- From Humble Beginnings to Industry Leader
- Adapting to Changing Markets and Customer Needs
- Innovating to Meet the Demands of Today’s Consumers
Wilcox Fresh: 75 Years of Adapting and Innovating in the Potato Industry
Since its founding over 75 years ago, Wilcox Fresh has been a leading supplier of high-quality potatoes to customers across the United States. From humble beginnings as a small family farm, the company has grown and evolved to become an industry leader known for its commitment to quality, innovation, and customer service.
From Humble Beginnings to Industry Leader
Wilcox Fresh was founded in 1945 by Earl and Edna Wilcox, who started the business with just a few acres of farmland in Rexburg, Idaho. Over time, the company grew as Earl and Edna worked tirelessly to cultivate relationships with customers and build a reputation for quality and reliability.
Today, Wilcox Fresh is still family-owned and operated, and has expanded to include over 15,000 acres of farmland across Idaho, Oregon, and Washington. The company has also developed a robust supply chain that allows it to provide potatoes and other fresh produce to customers throughout the year.
Adapting to Changing Markets and Customer Needs
One of the key factors behind Wilcox Fresh’s success has been its ability to adapt to changing markets and customer needs. As the potato industry has evolved over the years, the company has remained at the forefront of innovation, constantly exploring new ways to improve its products and processes.
For example, in recent years Wilcox Fresh has invested heavily in sustainability initiatives, including implementing precision agriculture technologies and reducing water usage on its farms. The company has also developed new varieties of potatoes and expanded into other fresh produce categories, such as sweet potatoes and onions.
Innovating to Meet the Demands of Today’s Consumers
In addition to adapting to changing markets and customer needs, Wilcox Fresh has also focused on innovating to meet the demands of today’s consumers. As consumers have become more health-conscious and interested in sustainability, the company has responded by developing new products and packaging options that reflect these trends.
For example, Wilcox Fresh now offers a range of organic and non-GMO potato products, as well as convenient microwaveable packaging options that allow consumers to enjoy fresh potatoes in just minutes. The company has also developed a line of compostable packaging that reduces waste and is better for the environment.
Overall, Wilcox Fresh’s success over the past 75 years can be attributed to its commitment to quality, innovation, and customer service. By staying ahead of industry trends and continually improving its products and processes, the company has become a trusted supplier of fresh produce to customers across the country.
