Wilcox Fresh

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.

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

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

• Fresh potato distribution
• Idaho produce supplier
• Fresh onion shipping
• Potato grower-shipper
• Foodservice produce supply

Headquarters

HQ city

Rexburg

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. 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.
2. Direct-to-Consumer E-commerce: Online and physical store (Meat and Potatoes) offering fresh and natural meat and potatoes directly to consumers.
3. 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

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Southwind FarmscoreStrategic or Co-development Partner · 3 June 2024Wilcox 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 CompanycoreStrategic or Co-development Partner · 14 May 2013Wilcox 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 EyeminorStrategic or Co-development Partner · 1 January 1999Wilcox 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

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/wilcoxfresh
• Facebookfacebook.com/WilcoxFresh

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wilcox Fresh