Oshi Lands Whole Foods Placement for Plant-Based Salmon, Slated for December 2026

Plant-based seafood company Oshi has secured a placement for its salmon fillets in Whole Foods Market, with the rollout set to start in December 2026. The confirmation was announced by CEO Ofek Ron, who described Whole Foods as a target retailer for the company since before the finished product was developed. The effort to secure the placement began in March 2023 when CTO Sam Bernhardt tasted the product and suggested it belonged in Whole Foods, leading to a meeting with the retailer's team and a verbal commitment shortly after.

The Whole Foods placement is part of Oshi's US retail expansion strategy, which began with a $3 million strategic investment in May and the launch of a whitefish line alongside its salmon products. The company aims for a national rollout across 686 doors in 2026 through distributors KeHE and UNFI, with placements already confirmed at various retailers including Lassens, Mother's Market, and Earth Fare. Oshi, originally founded in Israel in 2021, has since rebranded and moved production to California, where it uses a layering process to replicate the texture of whole-cut salmon fillets using plant protein and algae extracts.