OUR ROOTS · 1922 — TODAY
A hundred years on the
A hundred years on the
market floor.
Nathel & Nathel's story spans four generations—built on strong values, trusted relationships, and a deep love for what we do.
Nathel & Nathel's story spans four generations—built on strong values, trusted relationships, and a deep love for what we do.
A Family History
1800s – 1920s
Daniel Nathel immigrates to the U.S. from Austria through Ellis Island.
Daniel Nathel — the founder whose journey from Austria to New York started it all.
Daniel starts selling produce—humble beginnings with a strong work ethic.
Vendors at the Washington Street Market — the center of New York's produce world.
He buys his first pushcart and starts building something of his own.
Daniel expands to 20 pushcarts, managing a small fleet and a growing dream.
Early produce trucks at the Washington Street Market.
1920s – 1930s
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.
The West Washington Market — heart of New York's wholesale produce trade.
The stall at Washington Market in full operation — crates of produce stacked high, a vendor working the floor. This was the daily reality of the business Daniel and Harris had built together.
Harris begins traveling to Florida in the colder months to stay close to the farms and auction markets.
The Wishnatzki & Nathel packinghouse — a partnership that would last decades.
Harris moves permanently to Lakeland, setting up a year-round connection to the southern growing regions.
Wishnatzki & Nathel romaine — the brand on the box from the very beginning.
1940s – 1980s
After Daniel's passing, his son Alvin takes the lead and keeps the family business moving forward.
Alvin Nathel — Daniel's son, who carried the business forward with the same grit and commitment.
Alvin at work — always on the phone, always moving.
Daniel begins working with James Smith of Turlock Fruit in Brooklyn—marking the beginning of a long-lasting West Coast partnership.
Turlock Fruit Company — the West Coast partnership that shaped a generation of business.
The move was necessitated by urban redevelopment in Manhattan, specifically to clear land for the construction of the original World Trade Center (Twin Towers).
Railroad docks at Hunts Point — the infrastructure that made the market possible.
Aerial overview of the Hunts Point Terminal Market — Nathel & Nathel's new home in the Bronx.
The stall at Hunts Point Terminal Market in full operation — crates stacked high, a vendor working the floor. The new address was different, but the daily reality of the business was exactly the same.
The Hunts Point stall in operation — the same hustle, a new home in the Bronx.
The produce business doesn't stop — and neither did Ira. Caught at his desk mid-nap, surrounded by paperwork and an early computer, this photo says everything about the long hours and total dedication that kept Nathel & Nathel moving.
Ira Nathel catching a moment's rest at the office — the market starts early and the paperwork never ends.
Sheldon Nathel alongside Mike Donovan — one of the longstanding relationships that defined how Nathel & Nathel did business. Built on trust, a handshake, and showing up every day.
Sheldon Nathel with Mike Donovan — a partnership built on years of trust and shared values.
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.
The brands behind the partnership — Wishnatzki & Nathel and Wish Farms, united in growing something great.
Lester Wishnatzki's warehouse — the Florida connection that deepened our southern roots.
On the floor at Hunts Point, working the stall the way it's always been done — face to face. Sheldon Nathel alongside Anthony Napolitano, who joined the team in those years and never left.
Sheldon Nathel and Anthony Napolitano at the Wishnatzki & Nathel stall — New York & Plant City, Florida. Anthony still works with us today.
During the Seoul Olympics, an official ad campaign ran featuring a child wearing a toque — with the Wishnatzki & Nathel logo on it. We had nothing to do with the shoot. A funny coincidence that put our name on the world stage.
A child in the 1988 Seoul Olympics ad — wearing a Wishnatzki & Nathel toque. Purely by chance.
1990 – 2010s
After decades at the helm, Alvin Nathel retired in May 1990 — leaving behind a business built on trust, hard work, and real relationships. His son Ira stepped in as President, carrying the same values into a new era.
Alvin Nathel at his desk — decades of leadership, built the right way.
The team relocates to a bigger space at 357 Row C, ready to grow and serve more customers. They celebrated the move the right way — with their people around them.
The loading docks at Hunts Point Terminal Market — 357 Row C becomes home.
Mickey Bifulco, Burt Bifulco, and Ira Nathel at the party celebrating the move to 357.
When the Twin Towers fell, Nathel & Nathel showed up. In the days and weeks that followed, the team worked with City Harvest to get food to New Yorkers in need — earning a formal commendation for their commitment to feeding the city in the aftermath of September 11th.
The New York City skyline — a city Nathel & Nathel has called home for generations.
City Harvest's commendation to Nathel & Nathel for feeding New Yorkers in the aftermath of September 11.
The Wishnatzki and Nathel families part ways, each focusing on what they do best. The Nathels continue under a new name: Nathel & Nathel, led by Sheldon and Ira.
Ira and Sheldon Nathel — the brothers who carried the family name into a new era.
Ira Nathel and Keith Martin discussing prices with USDA inspector.
Nathel International launches to source fruit from around the world, opening new doors and deeper relationships with growers.
Nathel International — bringing world-class produce sourcing to Hunts Point.
The company updates its brand to reflect its core values: family-run, relationship-driven, and committed to fresh produce.
A new fleet of colorful trucks hits the road — each showing pride in what we sell and who we are.
Our trucks have always been our calling card on the road.
2020s – Today
Nathel & Nathel launches its certified organic line, bringing the same quality and trusted relationships to the growing demand for organic produce.
Nathel & Nathel at Hunts Point — a full-service produce partner for a new generation.
Nathel & Nathel marks a century in the produce business — still family-run, still relationship-first.
A century in — Nathel & Nathel's fleet ready to deliver fresh produce across the region.
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.
Four generations later, we're still at 357 Row C — doing what Daniel started over a century ago. The market changes. The commitment doesn't.
The Family Behind the Market
