Oishii, the company behind the world's largest indoor vertical strawberry farm, is deepening its U.S. presence with the launch of its Koyo Berry in Michigan. Following a successful rollout in Chicago last fall, the brand is expanding further into the Midwest, bringing its premium Japanese-varietal strawberries to 18 stores across the state.
"Our Michigan launch follows a strong debut in Chicago last fall, which exceeded our expectations and sparked growing demand for Oishii across the Midwest," says Rita Hudetz, Chief Commercial Officer at Oishii. "When deciding where to expand, we look closely at a combination of factors, including consumer interest, regional food culture, logistical viability, and alignment with our brand values. Michigan stood out as a natural next step for Oishii."
Hudetz notes that Michigan's agricultural heritage and food culture made the region especially attractive. "The state has a rich agricultural heritage and a deeply rooted appreciation for fresh, high-quality produce, values that align perfectly with what we offer. We've also seen a growing appetite among Michigan consumers for innovative, thoughtfully crafted food experiences. It's a vibrant and discerning market, and we're excited to introduce more people in the region to the Oishii experience."
© Oishii
Retail partners driving local connection
For its Michigan entry, Oishii partnered with regional retailers including Westborn Market (Berkley, Dearborn, Livonia, Plymouth), Village Market (Perry), Plum Market (Ann Arbor, Bloomfield, West Bloomfield), Randazzo Fresh Market (Macomb, Warren, Clinton Township), Dorothy Lane Market (Oakwood, Washington Square, Springboro, Mason) and Jungle Jim's International Market (Fairfield, Eastgate).
"We have been in talks with Plum for a while, and they have requested us multiple times. We only recently developed a path for distribution there. We take a region-by-region approach to market entry with a strong emphasis on quality. We don't want to just put our berries on a truck and hope for the best. We take a long time to vet each market and our distribution partners there," Hudetz explains.
She stresses the importance of tailoring the strategy to each market. "We've learned that every region has a unique relationship with food and with produce. There's no one-size-fits-all strategy. When we take the time to understand a market, work with local tastemakers, and build a tailored 360° campaign, we see strong results."
"Our teams spent time in Detroit learning about the market, popped up at food festivals, and even visited Mackinac Island and learned about the amazing food culture there. Our 'glocal' approach, blending global storytelling with local execution, has consistently driven higher engagement and sales, reinforcing the value of authentic, hyper-local partnerships."
Consumer appetite for premium produce
The Koyo Berry will retail at $9.99 to $11.99 per tray, placing it firmly in the premium segment. Known for its rich red hue, sweetness, balanced acidity, and firm texture, the Koyo was first introduced in 2023 and joins Oishii's lineup of Japanese-inspired varietals. "While we have adjusted our approach in each market, what we've found is that there are customers on the hunt for 'Beautiful Taste' in every market we enter. We dig deep into food culture and local traditions to better understand consumers as we also introduce our berries to them."
She points to Illinois as proof that premium vertically farmed produce can thrive in the Midwest. "We were not sure how our first Midwest launch (in Illinois) would go, but by connecting to the right consumer base, passionate foodies, people looking for that beautiful taste, we were blown away by the reception we received. It was our most successful launch yet. So based on this, we feel very excited to enter the Michigan market."
© Oishii
Storytelling rooted in Japanese heritage
Hudetz emphasizes that Oishii's roots are as much cultural as technological. "Cultural storytelling plays a central role in how we build meaningful connections with consumers. Oishii means 'delicious' in Japanese, and our brand is deeply influenced by the Japanese 'culture of care': agricultural traditions, precision, and respect for flavor.
By bringing that story to life, through our unique farming methods, our roots in Japanese strawberry cultivation, or the passion behind our team, we invite consumers to engage with more than just a berry. It becomes an experience."
Scaling for broader access
"Our production capacity and operations are scaling, which will allow us to continue expanding to new cities across the U.S.," Hudetz confirms. At the same time, she acknowledges that Oishii's farms remain concentrated in specific regions. "We currently do not have plans for new farms or facilities in the Midwest region. However, ongoing R&D remains a focus. Our R&D team is hard at work perfecting the growing environments for our current products, as well as testing and breeding promising new cultivars and crops."
For more information:
© Oishii
Oishii
[email protected]
www.oishii.com
