{"id":165619,"date":"2024-09-20T07:00:59","date_gmt":"2024-09-20T11:00:59","guid":{"rendered":"https:\/\/modernfarmer.com\/?p=165619"},"modified":"2024-09-20T08:10:28","modified_gmt":"2024-09-20T12:10:28","slug":"why-luxury-fruit","status":"publish","type":"post","link":"https:\/\/modernfarmer.com\/2024\/09\/why-luxury-fruit\/","title":{"rendered":"The American Agriculture Industry is Making (a Little) Room for Luxury Fruit"},"content":{"rendered":"

Would you pay $50 for six pears?<\/p>\n

Luxury fruit\u2014a longtime cultural staple in Asian markets<\/a>\u2014has finally made landfall in the US. Social media influencers<\/a> are shelling out cash to unbox packages of exclusive produce on TikTok<\/a>, and high-end retailers<\/a> such as Whole Foods Market are now displaying expensive fruit on their store shelves.<\/p>\n

Several American companies\u2014Oishii, Melissa\u2019s Produce, and Harry & David among them\u2014stand at the helm of the emerging market. Their growing techniques, produce varieties, and, most notably, their price points, set them apart from the traditional agriculture industry.<\/p>\n

\"\"
Royal Riviera Pears. Photography via Harry& David.<\/figcaption><\/figure>\n

While supermarket shoppers typically cough up a few dollars for a pint of strawberries, a box of six to eight Oishii Omakase Berries<\/a> costs around $12 through online grocery company FreshDirect. In the US, domestic strawberries usually come from California and Florida<\/a> or they\u2019re imported internationally from Mexico<\/a>.<\/p>\n

To Oishii CEO and co-founder Hiroki Koga, the taste of his Japanese varieties are worth it\u2014twice as sweet as the strawberries found at traditional grocery stores, he says. Koga moved to the US from Japan in 2015. Following his first bites of American produce, a \u201cshocked\u201d Koga made up his mind to introduce quality fruits and vegetables to the market.<\/p>\n

He founded his vertical farm startup in 2016, where the enclosed New Jersey farm is weather-resistant, simulating Japanese climate conditions, says Koga. The facility doesn\u2019t occupy farmland: Instead, it was once a plastic factory. Oishii recycles its water and doesn\u2019t use pesticides.<\/p>\n

Its team, which is made up of more than 200 employees, figured out how to keep bees happy in a sunless environment\u2014a task that was \u201cthought to be impossible,\u201d says Koga\u2014so the insects pollinate the produce. Oishii\u2019s farm mimics daylight and nighttime, so its bees act like their wild counterparts would. Growers also monitor their health.<\/p>\n

\u201cThat\u2019s why our strawberries are always the exact same quality every single day, 365 days a year,\u201d says Koga.<\/p>\n

Foodies and new parents make up the largest consumer demographics for Oishii\u2019s premium fruit, says Koga. But his hope is to drop the price of his products one day.<\/p>\n

\u201cWhat we\u2019re trying to do is actually not build a luxury fruit brand,\u201d says Koga. \u201cOur goal from the start has always been to democratize this high-quality produce and make it more accessible to as many people as possible.\u201d<\/p>\n

\u201cOur goal from the start has always been to democratize this high-quality produce and make it more accessible to as many people as possible.\u201d<\/p><\/blockquote>\n

Meanwhile, Melissa\u2019s Produce maintains a longstanding reputation for dealing in rare and luxury produce. Founded in 1984, the company in Vernon, CA serves as the nation\u2019s largest variety supplier of produce.<\/p>\n

\u201cWhen it comes to $400 pineapples, we’re the only company in town that offers them for sale,\u201d says Robert Schueller, director of public relations.<\/p>\n

He\u2019s referring to the Rubyglow pineapple<\/a>, a $396 fruit grown by Fresh Del Monte Produce Inc. Comparatively, the market price for a regular pineapple is around $5, says Schueller. The next Rubyglow harvest will only yield between 100 and 150 fruits, he adds.<\/p>\n

\u201cThe thing is that the luxury produce market is small,\u201d says Schueller. \u201cYou’re not going to be able to grow a lot of it because you’re not going to be able to market to everyone.\u201d<\/p>\n

In the spring of 2024, Melissa\u2019s Produce sold 80 Rubyglow pineapples online. More than 150 people have signed up for the waiting list for the next available batch, says Schueller.<\/p>\n

The company\u2019s clientele includes chefs at white tablecloth restaurants and sports stadiums. \u201cChefs have always been the best [spokespeople]in introducing these new varieties, especially these high-end varieties, onto their menu and onto the plate,\u201d says Schueller.<\/p>\n

\"\"
Buddha’s Hand. Photography via Melissa’s Produce.<\/figcaption><\/figure>\n

Several other luxury produce items are planted stateside for Melissa\u2019s Produce. About 25 years ago, the company introduced Buddha’s Hand<\/a>, a citron that is particularly popular during the Lunar New Year season because it\u2019s gifted for luck. Its season runs from September through February. Priced at $8 per pound, the citron\u2019s average weight ranges from one to three pounds<\/p>\n

Cherimoyas<\/a>, or custard apples, carry a price tag of about $54 for a 3-lb. pack. They\u2019re grown in California from November through April, then imported from Chile for the rest of the year.<\/p>\n

Both Buddha\u2019s Hand and cherimoya are grown outside in fields. States such as California and Florida provide ideal temperatures, given their general absence of frost and extreme heat.<\/p>\n

It\u2019s not just chefs and foodies snapping up luxury fruit. Some folks do it for the social media content, says Greg Sarley, senior vice president of merchandising at Harry & David, a food and gift company. \u201cA unique fruit can go viral, sparking curiosity and desire,\u201d he says.<\/p>\n

\"\"
Cherimoya. Photography via Melissa’s Produce.<\/figcaption><\/figure>\n

Sarley referred to his company as \u201ca pioneer in the luxury fruit market.\u201d Across 1,700 acres in Medford, Ore., Harry & David grows pears, with French variety Royal Riviera pears<\/a> counting as a popular offering that the company has sold since 1934.<\/p>\n

\u201cThey require meticulous care,\u201d says Sarley. To give the pears time to sweeten, they\u2019re stored in the cold for at least 30 days after harvest. A 5-lb. box sells for about $40.<\/p>\n

Meanwhile, a box of the Royal Riviera Cream of the Crop pears\u2014depicted as \u201cthe king-sized version of our famous pears\u201d\u2014carries a price tag of $50 for six or seven pieces of fruit.<\/p>\n

\"\"
Royal Riviera Pears. Photography via Harry& David.<\/figcaption><\/figure>\n

Harry & David works with other growers, too, including mango farmers in Arizona. The tropical fruits are picked, then packed that day, for a juicier taste, says Sarley.<\/p>\n

In the opinion of Schueller at Melissa\u2019s Produce, the size of the American luxury fruit market may grow in the future, but it will stay exclusive. That\u2019s because he expects prices to remain high as growers continue producing limited batches, keeping supply low.<\/p>\n

\u201cIf they grow more, it doesn’t mean they’re going to sell that many more,\u201d says Schueller. \u201cThat’s why they don’t make a million Ferraris every year.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Would you pay $50 for six pears? Luxury fruit\u2014a longtime cultural staple in Asian markets\u2014has finally made landfall in the US. Social media influencers are shelling out cash to unbox packages of exclusive produce on TikTok, and high-end retailers such as Whole Foods Market are now displaying expensive fruit on their store shelves. Several American […]<\/p>\n","protected":false},"author":2015,"featured_media":165621,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":[33278],"meta":{"_acf_changed":false,"footnotes":""},"categories":[33293],"tags":[33302,33218,33084],"article-theme":[33317],"class_list":["post-165619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumption","tag-business","tag-culture-heritage","tag-food","format-article","article-theme-general"],"acf":[],"yoast_head":"\nThe American Agriculture Industry is Making (a Little) Room for Luxury Fruit - Modern Farmer<\/title>\n<meta name=\"description\" content=\"Would you pay $50 for six pears? Luxury fruit\u2014a longtime cultural staple in Asian markets\u2014has finally made landfall in the US. 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