Cool Comes to the Humble Produce Aisle

April 18, 2024 Wall Street Journal

A wave of branded fruits and vegetables are landing on e-commerce sites and in grocery stores across the country, using snazzy fonts and bright colors that promote their provenance and sustainable credentials.

The Company Behind the $50 Strawberries is Now Selling Berries for $20 a Tray

Oishii made waves last year for its wildly expensive strawberries, fetching $50 for a box of eight to 11 berries. Based in the bastion of vertical farming that is Kearny, New Jersey, the company began supplying fruit to Michelin-starred restaurants (whose chefs clearly believed the product was worth the price).