Over 100 Years of Passion, Produce, and Progress
Nathel & Nathel’s story spans generations—built on strong values, trusted relationships, and a deep love for what we do.
Founding Roots (1800s–1920s)
18XX – A New Beginning
Daniel Nathel immigrates to the U.S. from Austria through Ellis Island.
18XX – A New Beginning
Daniel Nathel immigrates to the U.S. from Austria through Ellis Island.
1903 – First Produce Sale
Daniel starts selling produce—humble beginnings with a strong work ethic.
1903 – First Produce Sale
Daniel starts selling produce—humble beginnings with a strong work ethic.
1905 – Pushcart on the Streets
He buys his first pushcart and starts building something of his own.
1905 – Pushcart on the Streets
He buys his first pushcart and starts building something of his own.
1920 – Fleet of Pushcarts
Daniel expands to 20 pushcarts, managing a small fleet and a growing dream.
1920 – Fleet of Pushcarts
Daniel expands to 20 pushcarts, managing a small fleet and a growing dream.
From Streets to Market (1920s–1930s)
1920–1922 – Wishnatzki & Nathel
Daniel partners with Harris Wishnatzki. Together, they open a wholesale stand in Manhattan’s Washington Market—the heart of the produce world at the time.
1920–1922 – Wishnatzki & Nathel
Daniel partners with Harris Wishnatzki. Together, they open a wholesale stand in Manhattan’s Washington Market—the heart of the produce world at the time.
1929 – Winter Trips South
Harris begins traveling to Florida in the colder months to stay close to the farms and auction markets.
1929 – Winter Trips South
Harris begins traveling to Florida in the colder months to stay close to the farms and auction markets.
1937 – Florida Becomes Home
Harris moves permanently to Lakeland, setting up a year-round connection to the southern growing regions.
1937 – Florida Becomes Home
Harris moves permanently to Lakeland, setting up a year-round connection to the southern growing regions.
Steady Growth & New Hands (1940s–1980s)
1964 – Expanding West
Daniel begins working with James Smith of Turlock Fruit in Brooklyn—marking the beginning of a long-lasting West Coast partnership.
1964 – Expanding West
Daniel begins working with James Smith of Turlock Fruit in Brooklyn—marking the beginning of a long-lasting West Coast partnership.
19XX – Alvin Steps In
After Daniel’s passing, his son Alvin takes the lead and keeps the family business moving forward.
19XX – Alvin Steps In
After Daniel’s passing, his son Alvin takes the lead and keeps the family business moving forward.
1987 – G&D Farms is Born
Gary launches G&D Farms to help keep up with demand. Named for Gershon Harris Wishnatzki and Daniel Nathel, it grows into the largest strawberry farm of its kind.
1987 – G&D Farms is Born
Gary launches G&D Farms to help keep up with demand. Named for Gershon Harris Wishnatzki and Daniel Nathel, it grows into the largest strawberry farm of its kind.
Big Moves (1990s–2010s)
1999 – New Home in Hunts Point
The team relocates to a bigger space at 357 Row C, ready to grow and serve more customers.
1999 – New Home in Hunts Point
The team relocates to a bigger space at 357 Row C, ready to grow and serve more customers.
2001 – A New Chapter Begins
The Wishnatzki and Nathel families part ways, each focusing on what they do best. The Nathels continue the New York wholesale operation under a new name: Nathel & Nathel, led by Sheldon and Ira.
2001 – A New Chapter Begins
The Wishnatzki and Nathel families part ways, each focusing on what they do best. The Nathels continue the New York wholesale operation under a new name: Nathel & Nathel, led by Sheldon and Ira.
2010 – Going Global
Nathel International launches to source fruit from around the world, opening new doors and deeper relationships with growers.
2010 – Going Global
Nathel International launches to source fruit from around the world, opening new doors and deeper relationships with growers.
2016 – Rebranding With Purpose
The company updates its brand to reflect its core values: family-run, relationship-driven, and committed to fresh produce.
2016 – Rebranding With Purpose
The company updates its brand to reflect its core values: family-run, relationship-driven, and committed to fresh produce.
2018 – Trucks That Turn Heads
A new fleet of colorful trucks hits the road—each showing pride in what we sell and who we are.
2018 – Trucks That Turn Heads
A new fleet of colorful trucks hits the road—each showing pride in what we sell and who we are.
Looking Ahead (2020s–Today)
2022 – 100 Years of Produce
Nathel & Nathel marks a century in the produce business—still family-run, still relationship-first.
2022 – 100 Years of Produce
Nathel & Nathel marks a century in the produce business—still family-run, still relationship-first.
2024 – Growing Beyond Borders
We partner with growers in Chile and Peru to launch Flavor Farms—deepening our global roots and setting the stage for where we’re headed next.
2024 – Growing Beyond Borders
We partner with growers in Chile and Peru to launch Flavor Farms—deepening our global roots and setting the stage for where we’re headed next.