These New Jersey farmers grow strawberries that sell out for $20 a box: The taste is 'a completely different experience' (via CNBCMakeIt)
Oishii doesn't grow your typical strawberries. For starters, a box of six extra-large berries used to sell for $50 at Whole Foods.
Koga, a former vertical farm consultant in Japan, immigrated to California to study at UC Berkeley's MBA program in 2015. Shopping at a local market, he noticed that American strawberries looked "shiny and big and delicious," but were actually "watery and lacked flavor." The result: Oishii's vertical farms are both greener and cleaner than a typical farm. And even though those $50 boxes of regularly sold out, the company recently slashed the price to $20 per box — a step toward its ultimate goal of making eco-friendly food accessible to everyone, not just those with extra cash.
Oishii grows Omakase strawberries, which are from a specific region in Northern Japan. There, the berries are considered a delicacy because of their rare flavor, aroma and softness.Grocery store strawberries are often engineered for shelf life, flushed with pesticides and picked while under-ripe. That's how California strawberries can make their way into Midwest or East coast kitchens — but it comes at the expense of berry softness and juiciness.
Oishii used to sell a six-pack of "first flower berries" for $50. Now priced at $20, they're Oishii's most expensive product because they're larger and more nutritious than other strawberries. They flower first and stay on the plant longer before harvest.Koga says the cost reflects both the fruit's quality and its production value. Oishii strawberries are grown without pesticides, and use less water than traditional farming methods.
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