The Greek philosopher Epicurus once said: "The root of all good deeds is the pleasure of the stomach." Although Epicurus is often misunderstood as a glutton, he believed that spiritual satisfaction should be found in simplicity, and as One of life's most basic needs, eating food should be enjoyable.
Working from home has changed the way people eat lunch, and not surprisingly, when you're sitting in front of your computer, you're more likely to be distracted by the task at hand rather than being present and paying attention to what you're eating. I'm as guilty of my distracted workday eating habits as the next person, but a seemingly simple experience eating fruit made me reevaluate this daily habit—and appease Epicurus in the process.
What are delicious strawberries?
It started a few weeks ago when the Instagram algorithm served me an absolutely perfect strawberry ad. They are the most gorgeous red and I'm sure some kind of digital manipulation happened. The fruit is the brainchild of Hiroki Koga, who worked as an indoor farming technology consultant before founding Oishii (pronounced "oy-she", the Japanese word for "delicious") in 2017. However, the berry has only recently amassed a cult following. On TikTok, the #oishiistrawberry hashtag has been viewed 6.2 million times and counting, thanks to their expansion beyond fine dining restaurants. Territory - They are now sold directly to consumers in New York City, New Jersey and California, as well as in some locations. These areas have Whole Foods and independent grocery stores.
Koga's agricultural philosophy ran counter to the modern agricultural practices Americans were accustomed to. Oishii focuses on quality over quantity and focuses on hyper-local farming, which means the fruit doesn’t have to travel long distances to reach its final destination. (A lot of fresh produce in supermarkets is actually harvested before it's ripe so that it doesn't spoil in transit, and is often artificially ripened once it reaches its destination. As a result, the flavor is greatly affected.)
View on Instagram
The life of Oishii berries began in New Jersey at Mugen Farms (meaning "infinite" in Japanese)—the company owns four indoor farms along the New Jersey Turnpike. At 74,000 square feet, Mugen Farm is the world's largest vertical strawberry farm (the berries are harvested in vertical stacks rather than traditional horizontal rows) and is designed to simulate the humidity, carbon dioxide levels and wind speeds of the foothills of the Japanese Alps. Cared for by a small army of workers wearing hazmat suits, robots that collect data on each crop, and Oishii's resident pollinating bees, the berries are 100% organically grown. You may also find them described as "Omakase" berries, a reference to the traditional Japanese dining philosophy that translates to "I leave it to you." Just like diners trust chefs to serve them delicious food, Oishii tells customers to "let us serve you the perfect berries, year-round."
Of course, it all comes at a price, which is why TikTok star Tinx declared Oishii "Rich Mom Strawberries" back in January — get 11 medium, 8 large or 6 extra-large strawberries for just $20 . If a sample is enough, three are $6. In fact, when the Whole Foods machine asked me, "Is this correct?" after swiping my credit card to buy $20 worth of strawberries, I admit it felt like a loaded question, but as the brand states on its website It says: “In Japan, fresh, clean, delicious fruit means there’s a special occasion worth celebrating” – and it’s certainly a treat.
my experience
I set aside half an hour and followed Oishii's instructions on how to enjoy Omakase Berry (yes, there is a guide). I let the fruit come to room temperature and let the aroma "fill the room" for 10 to 15 minutes. When it was ready to eat, I literally "enjoyed the full aroma" of the berries, then closed my eyes and took a deliberate, almost sensual bite.
In a nutshell, this is what strawberries are supposed to taste like—you know, the flavor that strawberry candy tries but often fails to replicate. The berries are very sweet and juicy, with just a hint of tartness. For the next while, I savored every bite. Then I had a small but important epiphany about finding joy in the simple things in life. Of course, a meal can be considered self-care: food provides the vitamins, minerals and energy our bodies need to survive, and in the case of strawberries, it is an excellent source of vitamin C. As Epicurus said, so is the spirit?
judgment
Oishii strawberries are beautiful. Are they delicious? abnormal. Practical? Certainly not in my budget, although apparently some customers buy multiple pallets per week (must be good). But if this Instagram-worthy fruit can remind us that we can occasionally slow down, linger on food, or even find joy in a simple slice of toast in the morning, then, at least philosophically speaking, every bit of it It's worth every penny.
