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The corporate behind the $50 strawberries is now promoting berries for $20 a tray – TechCrunch


Oishii made waves final yr for its wildly costly strawberries, fetching $50 for a field of eight to 11 berries. Based mostly within the bastion of vertical farming that’s Kearny, New Jersey, the corporate started supplying fruit to Michelin-starred eating places (whose cooks clearly believed the product was definitely worth the value).

They’ve since rolled out to pick shops in Manhattan and Los Angeles and have change into one thing of a sensation amongst social media influencers searching for clout by chomping right into a field of $50 berries.

This week, the agency introduced the opening of a brand new 74,000-square-foot farm in close by Jersey Metropolis, which will likely be devoted completely to rising strawberries. Together with that information comes phrase that the corporate will reducing the value of its $50 Omakase Berries — $20 bucks will get you a tray of eight to 11 berries, $11 will get you six and $6 will get you three. For these nonetheless eager to pay $50 for some strawberries, excellent news, that’s nonetheless the value for six of the corporate’s First Flower Berries. So…win-win?

“We’ve labored onerous to pioneer superior expertise that unlocks a considerably extra environment friendly option to develop our unequalled strawberries,” co-founder and CEO Hiroki Koga says in a launch. “Our largest farm but pairs the subsequent frontier of indoor farming innovation with the care and precision of centuries-old Japanese farming methods.”

It’s true that there are a variety of upsides to vertical farming, together with dramatically diminished water necessities, no pesticides, smaller footprints and entry to city areas. However true scale goes to require that costs be on par with historically grown grocery store alternate options. This isn’t that, in fact, nevertheless it will get the corporate closure.

Nonetheless, in spite (or maybe as a result of) of the value, phrase has gotten out, and the corporate says demand is at “an all-time excessive.” As such, will probably be increasing to extra places in New York and will likely be promoting the berries on-line.

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