Grocery prices are on the rise, but nothing — not even a carton of eggs — is causing sticker shock like this one curious piece of produce.
A $19 strawberry from Erewhon: Is it worth it?
Grocery prices are on the rise, but nothing — not even a carton of eggs — is causing sticker shock like this one curious piece of produce. On Feb. 22, influencer Alyssa Antoci posted a TikTok review of a strawberry for sale at luxury Los Angeles grocer Erewhon for $19. Yes — one single strawberry for one dollar short of a crisp Andrew Jackson bill.
The review
“OK, this is a $19 strawberry from Erewhon, so we’re gonna eat it,” Antoci — whose aunt and uncle own the chain — says in the now-viral video. “Apparently it’s like the best-tasting strawberry in the entire world.”
Antoci removes the Elly Amai fruit from its clear plastic packaging, marvels at its presentation — it’s affixed to a “little tray” — then takes a bite.
“That’s crazy. Yeah, that is the best strawberry I’ve ever had in my life,” she shouts to anyone in earshot. “I’m gonna eat every last bit of it.”
TikTokers mock the $19 strawberry
The strawberry made such a splash that other influencers created commentary and parody videos about it.
Why is the Erewhon strawberry $19?
Elly Amai and Erewhon tell TODAY.com that the viral fruit is grown in Tochigi Prefecture, which is nicknamed the “Strawberry Kingdom.” These Tochiaika strawberries are grown from December to June. Everyone involved — Erewhon, Elly Amai and Antoci — pointed out that the special strawberries are a result of Japanese luxury fruit culture.
The science behind the price
The strawberries are picked at their prime and hit the shelves at Erewhon within 24-48 hours. The fruit’s high price is the same price as what you would pay in Japan or less, claiming that its airfreight costs just as much as the fruit. Elly Amai is flying them in due to the short length of peak ripeness.
Elly Amai says its strawberries have a short shelf life: They’re picked in Japan two days before they’re sold in Los Angeles at Erewhon, and they have to be eaten within three days after that.
Conclusion
The question on everyone’s mind is: Is the $19 strawberry worth it? While some might think it’s outrageous, others might see it as a unique experience. The real test is in the taste. As Antoci puts it, “That’s crazy. Yeah, that is the best strawberry I’ve ever had in my life.”
FAQs
Q: Why is the Erewhon strawberry $19?
A: The strawberries are grown in Tochigi Prefecture, Japan, and are flown in from Japan to Los Angeles, where they are sold at Erewhon. The price is due to the high cost of airfreight and the short shelf life of the strawberries.
Q: Is this the most expensive fruit in the world?
A: No, the Japanese Miyazaki mango sells for about $260, while Fresh Del Monte’s Rubyglow pineapple was first sold in California for $395.99.
Q: Will the $19 strawberry be available at other locations?
A: Yes, the strawberry will be available at Erewhon’s Santa Monica and Pasadena locations in the future.
Q: Can I try it?
A: Yes, but be prepared for the high price. As Antoci says, “If you think logistics-wise, getting it here and being able to try it fresh from Japan, it’s very understandable why the price is what it is.”
