Wilcox Fresh
Wilcox Fresh is a vertically integrated Idaho potato and produce grower-shipper operating a 98,000-square-foot facility in Rexburg, Idaho. The company supplies russets, varietals, and onions to grocery retailers, foodservice operators, and direct consumers across the U.S., Canada, and Mexico.
- Company typePrivate
- Founded1948
- HeadquartersRexburg, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Wilcox Fresh does
Wilcox Fresh (legal entity Floyd Wilcox & Sons Inc.) is a vertically integrated Idaho potato and produce grower-shipper headquartered in Rexburg, Idaho. Founded in 1948 in Thornton, Idaho by Floyd Wilcox and his three sons, the company is family-held through five generations and currently overseen by third-generation principals Terry, Lynn, and Ron Wilcox alongside a professional management team led by CEO Justin Reynolds (since February 2019). Its 98,000-square-foot fresh pack facility grades, sorts and packs up to 1.5 million pounds of Idaho potatoes per day, with simultaneous outbound capacity for five semi-trucks and three refrigerated rail-cars. The product portfolio centers on Idaho russets, varietal potatoes (reds, yellows, fingerlings) and a full onion line, layered with sub-brands Mother Earth Fresh, Easy Creations, Potato Jazz (co-developed with The Little Potato Company), and the direct-to-consumer Meat and Potatoes store. A June 2024 acquisition of Southwind Farms added roughly 700 acres of fingerling capacity and a second state-of-the-art packing facility in Heyburn, Idaho.
Wilcox Fresh firmographics
Firmographics- Name
- Wilcox Fresh
- Legal name
- Floyd Wilcox & Sons Inc.
- Website
- https://wilcoxfresh.com
- Company type
- Private
- Founded year
- 1948
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Wilcox Fresh is a vertically integrated Idaho potato and produce grower-shipper operating a 98,000-square-foot facility in Rexburg, Idaho. The company supplies russets, varietals, and onions to grocery retailers, foodservice operators, and direct consumers across the U.S., Canada, and Mexico.
- Ownership category
- akta.pro rank
Wilcox Fresh industry classification
Industry- Product category
- Fresh Produce Distribution
- NAICS
- Potato Farming (111211), Fresh Fruit and Vegetable Merchant Wholesalers (42448), Food Manufacturing (311)
- SIC
- Agricultural Production-Crops (100), Wholesale-Farm Product Raw Materials (5150), Food And Kindred Products (2000)
- akta.pro primary industry
- Fresh Produce Packhouses (Fruits & Vegetables) (AFAOAGAA)
- akta.pro secondary industries
- Onion/Garlic Curing, Grading & Packing Facilities (AFAOAGAG), Fresh Produce Distribution (CRAOABAB)
Keywords
Where Wilcox Fresh is headquartered
LocationHeadquarters
- HQ city
- Rexburg
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Wilcox Fresh business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- B2B Fresh Produce Sales: Primary revenue stream from selling fresh Idaho potatoes, varietal potatoes, and onions to grocery stores, restaurants, and other foodservice businesses. Products are sold in various packaging formats including cartons, bags, and bins.
- Direct-to-Consumer E-commerce: Online and physical store (Meat and Potatoes) offering fresh and natural meat and potatoes directly to consumers.
- Freight Services: Wilcox Freight provides logistics coordination for fresh produce transportation, serving as a platform connecting carriers with load opportunities.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Wilcox Fresh product offering
Product offeringCore offering
Wilcox Fresh grows, packs, and distributes Idaho potatoes (Russets, Reds, Yellows, Whites, Fingerlings) and a full line of onions (Vidalia, Walla Walla, Red, Yellow, White, sweets) to grocery retailers, foodservice operators, and restaurants in bulk and retail-ready packaging. The company operates a 98,000 square foot fresh pack facility capable of grading, sorting, and packing up to 1.5 million pounds of potatoes per day, with simultaneous loading of five semi-trucks and three refrigerator rail-cars.
Product overview
Wilcox Fresh is a potato and produce grower-shipper operating from a 98,000 square foot facility in Rexburg, Idaho. Founded in 1948 as Floyd Wilcox & Sons, the company offers a diversified portfolio centered on Idaho potatoes and onions, with Russet Potatoes and Varietal Potatoes (Reds, Yellows, Fingerlings) as core products. The company has expanded through branded sub-lines including Mother Earth Fresh (earth-friendly packaging), Easy Creations (pre-seasoned potato products with seasoning packets), and Meat and Potatoes MP (retail store). A notable partnership with The Little Potato Company produces Potato Jazz seasoned small potatoes. Supporting operations include Wilcox Freight (freight bidding platform) and Wilcox Web Tools (internal customer/vendor portal). In 2024, Wilcox Fresh acquired Southwind Farms to expand fingerling potato offerings.
Differentiator
Problem solved
Functional benefit
Brands
- Mother Earth Fresh: Earth-friendly line of fresh potato products offered in cartons, bags and bins.
- Easy Creations
- Meat and Potatoes (MP)
- Wilcox Freight
- Southwind
- Potato Jazz
Products and services
- Russet Potatoes Idaho's famous russet potatoes available in bulk cartons (50-lb or 20-lb) and consumer packs of 3, 5, 8, 10, 15, and 20 lb poly or mesh bags for grocery retailers, restaurants, and foodservice operators.
- Varietal Potatoes Wide assortment of colored and specialty potatoes including Reds, Yellows, Whites, and Fingerlings (Red Thumb, Russian Banana, Purple), available in A, B, C sizing with packaging options of 3# poly, 5# poly, 10# poly, 50# paper, and 50# carton for retailers and foodservice operators.
- Onions Full line of onions including Vidalia, Empire Sweets, Walla Walla, South & Central America Sweets, Red, White, and Yellow varieties, available in 2, 3, and 5-lb bags, 40-lb cartons, and custom arrangements for grocery and foodservice customers.
- Mother Earth Fresh Earth-friendly line of fresh potato products offered in environmentally-friendly cartons, bags, and bins to suit various retail and customer needs.
- Easy Creations Quick and easy meal solution featuring pre-seasoned potato products including Russet Potatoes with seasoning packets in varieties such as Lime Thyme, Garlic Parsley Parm, and Sriracha, targeted at consumers seeking simple family meals.
- Meat and Potatoes (MP) Online and physical store offering fresh and natural meat and potatoes, home grown in Idaho, sold directly to consumers via wilcoxmeatpotatoes.com.
- Wilcox Freight Freight board platform where carriers and brokers can bid on loads for fresh produce hauling, providing tools for available loads, bid management, and load scheduling for the produce logistics market.
- Potato Jazz Innovative small potato product line created in partnership with The Little Potato Company featuring seasoned baby potatoes with various spice profiles, distributed through retail outlets across the U.S. and Canada.
Quantifiable outcome
- Can grade, sort, and pack up to 1.5 million pounds of Idaho potatoes per day
- +2 more outcomes
Companies that use Wilcox Fresh
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Wilcox Fresh technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Wilcox Fresh partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Southwind FarmscoreWilcox Fresh acquired Heyburn, Idaho-based Southwind Farms, a grower and shipper of fingerling potatoes. Southwind grew from 4 acres of fingerlings in the late 90s to nearly 700 acres with a state-of-the-art packing facility. The acquisition expands Wilcox Fresh's potato variety offerings and production capacity while maintaining Southwind's operations and brand identity.
- Little Potato CompanycoreWilcox Fresh partnered with The Little Potato Company to develop and increase sales of 'Potato Jazz' product line across the U.S. and Canada. A larger Jazz production area was built to provide for Food Safety compliance and increase production capabilities. The partnership successfully expanded the product to 2,500 retail outlets.
- Birds EyeminorWilcox Marketing Group partnered with Birds Eye to bring customers the popular line of 'Birds Eye Fresh' products in 1999. This was an early strategic partnership that expanded distribution for fresh potato products.
Scale indicators6 records
Recent moves11 records
Expansion highlights6 records
Wilcox Fresh competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key highlights7 records
Customer concentration
Wilcox Fresh social profiles
Digital presenceWilcox Fresh financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wilcox Fresh leadership team
Management profileNumber of profiles
Profiles8 records
Wilcox Fresh subsidiaries and ownership
Company hierarchySubsidiaries1 record
Wilcox Fresh funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wilcox Fresh M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wilcox Fresh
What does Wilcox Fresh do?
Wilcox Fresh grows, packs, and distributes Idaho potatoes (Russets, Reds, Yellows, Whites, Fingerlings) and a full line of onions (Vidalia, Walla Walla, Red, Yellow, White, sweets) to grocery retailers, foodservice operators, and restaurants in bulk and retail-ready packaging. The company operates a 98,000 square foot fresh pack facility capable of grading, sorting, and packing up to 1.5 million pounds of potatoes per day, with simultaneous loading of five semi-trucks and three refrigerator rail-cars.
Is Wilcox Fresh a public or private company?
Wilcox Fresh is a private company. It is classified as family owned and is currently operating.
When was Wilcox Fresh founded?
Wilcox Fresh was founded in 1948. It employs 51 to 100 people.
Where is Wilcox Fresh based?
Wilcox Fresh is headquartered in Rexburg, United States, in the North America region.
How does Wilcox Fresh make money?
Three revenue lines are on record. B2B Fresh Produce Sales are the primary driver. The others are direct-to-Consumer E-commerce and freight Services.
Does Wilcox Fresh have an API?
No public API is recorded for Wilcox Fresh.
What industry is Wilcox Fresh in?
Wilcox Fresh's product category is Fresh Produce Distribution. Its primary akta.pro industry code is AFAOAGAA, Fresh Produce Packhouses (Fruits & Vegetables), with a secondary code of AFAOAGAG, Onion/Garlic Curing, Grading & Packing Facilities. Its NAICS code is 111211 and its SIC code is 100.