JERSEY CITY, NEW JERSEY – December 6, 2023 – Today, vertical farming leader Oishii unveiled the Rubi tomato, available now in select Whole Foods Markets.
Grown from a Japanese varietal dubbed a “fruit tomato,” the Rubi offers the perfect balance of sweetness, acidity, and umami, offering pure deliciousness. True to its name (Rubi means “ruby” in Japanese), the jewel-like tomato has a bright red, shiny, delicate skin that encases its juicy center bursting with flavor.
Just like Oishii’s popular Omakase and Koyo strawberries, the Rubi is grown in state-of-the-art and pesticide-free indoor vertical farms, located just outside New York City. Always fresh from the vine, the non-GMO tomato is always in season and always delicious.
The debut of Oishii’s innovative tomato coincides with the brand’s impressive expansion across the northeast region. Earlier this summer, Oishii launched its flagship Koyo Berry in the DC area, before bringing the fruit to Maryland, Massachusetts, and New Jersey. Just eight months after its first unveiling, The Koyo Berry has increased its supply to Whole Foods Market stores by 600% and is on track to double again by January 2024.
“Red is our favorite color at Oishii. The Rubi is the sweetest tomato you will ever taste and builds on what we started with our delicious strawberries: we’re on a mission to redefine how we experience fresh fruit,” said Hiroki Koga, CEO and Co-Founder of Oishii. “We’re huge believers that vertical farming is the answer to the future of agriculture; it allows us to grow great-tasting produce in a way that’s better for people and better for the planet. But this technology will only take root if we can grow complex fruits and vegetables – like strawberries and tomatoes – efficiently and at scale. With The Rubi and The Koyo Berry, we’re here to show that this future is here today.”
Beginning today, The Rubi is available exclusively in Whole Foods Market’s Jersey City location, retailing at $9.99 for a tray of 11 tomatoes. Oishii’s tomatoes will be expanding to other Whole Foods Market stores in the coming months.
Oishii introduced its first strawberry – The Omakase Berry – in 2018, which quickly caught the attention of Michelin-starred chefs, tastemakers, and consumers for its sweetness, aroma, and creamy texture. Earlier this year, the company introduced its second strawberry – The Koyo Berry – known for its refreshing sweetness and balanced acidity.
As the first vertical farming company to perfect the strawberry at commercial scale, Oishii harmoniously marries nature, technology, and farming techniques perfected for decades in Japan to grow its prized fruit, which is pollinated naturally with bees. The vertical farming innovator is currently in the development of new types of flowering produce.
About Oishii Oishii (“delicious” in Japanese) is an innovative company transforming agriculture through vertical farming. The company is behind the world’s largest indoor vertical strawberry farm. Harmoniously marrying nature with technology, Oishii has recreated the elements—rain, air, heat, light, and nourishment—to grow perfect fruit all year round. Oishii’s beloved Omakase and Koyo strawberries and Rubi tomatoes are grown pesticide-free in the company’s vertical farms located just outside of Manhattan. Every Oishii product bears the Non-GMO Project Verified seal. Founded in 2016, Oishii’s investors include SPARX Group, Sony Innovation Fund, PKSHA Technology, and Social Starts. The company was recognized as one of Fast Company’s “World’s Most Innovative Companies” in 2022. For more information, visit www.oishii.com
