Fancy Farms - Wish Farms

The Grooms Family operates Fancy Farms and is a long-time strawberry grower for Wish Farms. In 2021, they began growing pineberries as well! Carl Grooms and his family have been farming since the early 1900’s. Carl and his wife Dee Dee started Fancy Farms in Plant City, Florida in 1974. Dustin joined the family business in 2007 and is now the Farm Manager. The Family currently owns and operates Fancy Farms Market in Lakeland. Stop by and grab a delicious strawberry smoothie or one of Dee Dee’s famous strawberry cookies!

Carl likes to say that he named his farm “Fancy Farms” for his wife – but the name is also attributed to the way they maintain their operation. They pride themselves on having a farm that is well kept, complies with all regulations and produces the best tasting strawberries. Once you have a taste of their berries – you’ll see just how fancy they are!

Dustin Grooms of Fancy Farms began growing blackberries in addition to their generational strawberry operation in 2016, and Pink-A-Boo Pineberries ® starting in 2020.

Founded: 1974

Commodity Grown:
  • conventional strawberries
  • conventional blackberries
  • conventional pineberries


Sweet Sensation, Brilliance, and Medallion Strawberries Pink-A-Boo Pineberries® AKA Pearl Pineberries PrimeArk 45 Blackberries

Community & Charity:

At the end of every Florida Strawberry Season, Fancy Farms opens their fields for a charity u-pick with all proceeds donated to the local 4H High School program.

Image of Wish Farms Strawberry Clamshell Conventional
Image of Wish Farms Blackberry Clamshell Conventional
Image of Wish Farms Pineberry Clamshell Conventional