JERSEY CITY, NJ - Whole Foods Market is debuting a brand-new tomato at the hands of vertical farming expert Oishii. The supplier has unveiled The Rubī tomato, offering consumers a unique balance of sweetness, acidity, and umami.
“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, Chief Executive Officer 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.”
The Rubī is currently available in Whole Foods Market’s Jersey City store and will be expanding to other locations in the coming months, a press release stated. The alluring variety is grown in state-of-the-art and pesticide-free indoor vertical farms just outside New York City.
“The Rubī is absolutely delicious, and we’re excited to be the first grocer to bring this flavorful tomato to our shelves,” commented Eric Cusimano, Principal Produce Buyer at Whole Foods Market. “Whether our customers are looking for the delicate sweetness of The Koyo Berry or the juicy pop of The Rubī, each bite of an Oishii product delivers a flavor experience like never before.”
The rollout of this new tomato coincides with Oishii’s continued expansion across the northeast region. Earlier this summer, the brand released its flagship The Koyo Berry in the Washington, DC, area, later introducing the fruit to Maryland, Massachusetts, and New Jersey.
The company has also focused its expansion efforts on the strawberry category. In 2018, Oishii introduced its first strawberry, The Omakase Berry, followed by the rollout of The Koyo Berry earlier this year.
Learn more about this exciting new variety here.
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