A Company Is Selling Strawberries For $780

Ikigai Fruits, a Japanese fruit-selling marketplace, is now exporting its high-end products to the US, including the notably expensive Pearl White strawberries. Founded in 2023, Ikigai aims to bring Japan's "most precious" fruits to American consumers, showcasing carefully cultivated oranges, melons, and strawberries from specialty farmers. The bright red Kotoka strawberries are the cheapest option, priced at $89 for just over a pound of fruit, while the more luxurious Kirameki and Pearl White strawberries can cost $238 and $128 per 1.1 pounds, respectively.

The company claims that its luxury fruit, including the Crown Melon, is a "work of art" created by experienced farmers who have mastered their craft. With Japan's agriculture industry facing decline as older farmers age and younger generations move away from the sector, Ikigai hopes that exporting these premium fruits will support skilled farmers and preserve the culture of craftsmanship and innovation in Japanese fruit production. While white Japanese strawberries like the Pearl White variety are a new luxury item in the US, similar varieties like the pineberry, a cross between traditional Japanese white strawberries and typical ones, have been available in certain upscale stores for some time.