There isn't a more perpetually disappointing fruit than a grocery store strawberry. And it's truly hard not to get catfished by strawberries because even the most sour ones look beautiful on the outside.
In the U.S., where many strawberries are picked before they're fully ripe so they can withstand transportation and are typically shipped before they reach full sweetness, consumers don't have much in terms of an alternative, making it easier to accept the vicious cycle of buying a carton of Driscoll's, eating a few and then thinking of what to do with the rest as they collect fuzz a mere three days later.
Hiroki Koga, co-founder and CEO of New Jersey-based Oishii, hopes his vertical farming company with Japanese roots will show American consumers what a first-rate strawberry tastes like.
"Our berries last longer, they're fresher, they're pesticide free, but most importantly, they contain two to three times more sweetness compared to your traditional berries," Koga said over the phone. "So unless you've traveled to Japan and had really high-quality strawberries, this is going to be nothing like what you usually find in the regular supermarkets (in America)."
Read more at The Chicago Tribune.