How Much Are You Willing To Pay For The Perfect Strawberry?
One of Japan's most coveted strawberry varietals is now being grown in a high-tech farm in Newark. And you can get a taste for a cool $50.
BY LEENA KIM
JULY 2, 2021
MICHAEL STILLWELL
Of the reasons for which Newark is famous—namely its reputation as a former murder capital of America—there is a high likelihood that it will soon be known for something a little more savory: as the epicenter of the agricultural revolution, 2.0.
Over the past few years, New Jersey's gritty port city has become ground zero for a burgeoning vertical farm movement. First, what is a vertical farm? It's basically an indoor farm that uses aeroponics (or hydroponics) systems, artificial intelligence, robots, LED lights, and other forms of technology to grow produce in a controlled environment sans sun, soil, and pesticides. Newark is currently home to the world's largest vertical farm, the 70,000-square-foot AeroFarms, which has 8 others in this city alone (plus facilities in Virginia and Abu Dhabi) and is slated to IPO this month at a $1.2 billion valuation.
Nearly all of the vertical farms that have sprung up around the country specialize in leafy greens (kale, watercress, spinach, arugula, etc.). Why? It's the easiest crop to grow—and the cheapest ticket into the business. But Hiroki Koga, co-founder and CEO of Oishii, a 4-year-old vertical farm near Newark, had far grander ambitions. He didn't want to open yet another outfit for lettuce and spinach that, to be honest, can't taste so radically different from lettuce and spinach shipped in from California. He was going to go straight for Goliath on the first try: the strawberry.
Most vertical farms specialize in leafy greens because they are the easiest to grow. Not Oishii, which went straight for the holy grail in vertical farming: strawberries. OISHII
"They are one of the most sophisticated crops with an extremely complicated plant physiology, and one of hardest to grow in a vertical farm," says Koga, whose former life in Tokyo as a consultant to large corporations making headway in this agricultural category provided an early education in the business. (Not surprisingly, Japan has been way ahead of the curve on this trend, mastering the tech long before the term even entered the modern lexicon—today, many vertical farms use machines made by Japanese corporations like Sony and Panasonic.) "So while other companies started with something easy, we decided to invest all of the money we raised into something that was harder and might take longer to succeed, but that once we cracked the code to it, it would let us unlock other crops, like tomatoes, melons, and grapes, much more easily."
Hiroki Koga, co-founder and CEO of Oishii.
OISHII
Another key reason that deters vertical farms from graduating beyond leafy produce: the bees. Or rather, the lack of them. Greens don't need pollination but fruits do. The problem is, though, bees are sensitive. Put them in an artificial environment and they'll soon realize it's a setup and stop functioning properly. Koga has cracked this, too. "We were the first in the world to figure out how to trick the bees into believing they are in Mother Nature," he says.
Mind you, Koga certainly hasn't gone through this much trouble for just any kind of strawberries. His are a replica of Japan's Omakase berries, a unique, highly prized, and rare varietal grown in greenhouses in the foothills of the Japanese Alps only during wintertime (from January to March). They are characterized by an intensely fragrant, almost floral, bouquet, and a flavor profile that is juicy and creamy, soft and buttery, and, above all, super sweet. In other words, like nothing that is found in America. Oishii's Omakase berries tick all of these boxes, plus one more: they are perfect every time. Because even Japan's most meticulous strawberry growers can't control sun and temperature. "In our vertical farm, we can control for temperature, humidity, even levels of carbon dioxide, to optimize for this specific variety to thrive every single day," Koga says.
The strawberries grown in Oishii’s vertical farm in New Jersey. ZI JIAN/OISHII
So, about that price tag. Oishii's Omakase berries—at first only supplied to Michelin-starred restaurants, they are now available for delivery in Manhattan, Brooklyn, and Jersey City, and at select purveyors like Eli's on the Upper East Side and Carissa's in East Hampton—are $50 for a box of 11 medium-sized strawberries (or 8 large). While these are exponentially more expensive than your average Driscoll's, even traditionally grown Omakases command a similar cost back in Japan, where they are considered treasured gifts for special occasions and celebrations.
But they are hardly Japan's most expensive strawberry. That distinction is held by the Bijin-hime varietal, grown exclusively by a veteran farmer named Nichio Okuda, who spent 15 years perfecting the berry and produces only 500 a year. A single Bijin-hime strawberry retails for 50,000 yen, or $448. (It ought to be noted that the Japanese are unrivaled in the realm of status produce: in 2019, for example, two Hokkaido melons sold at auction for $5 million yen, aka $45,000.)
Of course there are far more reasonably-priced Japanese varietals as well—the country has 250 different strawberry cultivars, which account for more than half of the global supply—and Koga plans to introduce them to the U.S. market, and eventually, the rest of the world. Thanks to a recent $50 million infusion of investor capital, Oishii has begun its expansion, first with the construction of a second vertical farm the size of a football field. "We're not just a small strawberry farm in New York selling fancy strawberries. We're offering a new way to grow, experience, and access food," he says. "We hope to bring a really big paradigm shift to the agriculture industry. Vertical farming is the way forward."
LEENA KIM Associate EditorLeena Kim is an associate editor at Town & Country, where she writes about travel, weddings, arts, and culture.