Oishii debuts the Rubi Tomato

Oishii has unveiled The Rubī tomato, a new product available now in select Whole Foods Markets. Grown from a Japanese varietal dubbed a “fruit tomato,” The Rubī, the company says. "offers the perfect balance of sweetness, acidity, and umami, offering pure deliciousness. True to its name (Rubī means “ruby” in Japanese), the jewel-like tomato has a bright red, shiny, delicate skin that encases its juicy center bursting with flavor. "

“Red is our favorite color at Oishii. The Rubī 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 Rubī and The Koyo Berry, we’re here to show that this future is here today.”

Like Oishii’s popular Omakase and Koyo strawberries, the Rubī is grown in state-of-the-art and pesticide-free indoor vertical farms, located just outside New York City. 

The debut of Oishii’s innovative tomato coincides with the brand’s impressive expansion across the north east region. Earlier this summer, Oishii launched its flagship Koyo Berry in the DC area, before bringing the fruit to Maryland, Massachusettsa nd 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. 

Beginning today, The Rubī 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.