We tried a package of $10 Japanese strawberries
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Oishii strawberries arrive in Chicago-area Whole Foods on Oct. 2, 2024. Photo: Monica Eng/Axios
After decades of eating bland strawberries bred for yield and transportability, you may have forgotten how magical a great berry can be.
Why it matters: New Jersey-based Oishii indoor farm wants to rekindle that magic with its Koyo Berries that arrive at local Whole Foods stores this week.
Yes, but: It'll cost you $10 for a four-ounce package, which, in my case, held eight.
Dig in: This Japanese berry varietal, which ripens fully on the vine before being picked and packaged, blew me away with its intense berry flavor and a fruity fragrance that filled the room.
- When I served a single berry to guests with a knife and fork it elicited oohs and ahhs, with one 20-something asking, "is this what strawberries tasted like when you were a kid?"
What they're saying: As other produce prices rise "ours are coming down because we're advancing and innovating with our tech," Oishii spokesperson Allie Sale tells Axios, noting that the non-GMO berries grown without pesticides have dropped from $15 a package a few years ago.
- Oishii's even pricier Omakase berries, not yet for retail sale here, have dropped from $50 to $12 a tray.
Berry specials: The West Loop's Sawada coffee shop is making two lattes using Koyo and Omakase berries through Oct. 10.
- Also in the West Loop, Omakase Yume is serving an Oishii matcha panna cotta and Omakase Berry shooter as part of its 16-course menu.
In store: Koyo berries go on sale Wednesday at 25 local Whole Foods, including Lakeview, Lincoln Park, South Loop, Streeterville, Edgewater, Sauganash Evanston, Park Ridge and Schaumburg.