Erewhon’s $20 Strawberry: A Viral Sensation or Absurdity?

Erewhon, the West Coast organic grocery chain renowned for its premium (and often exorbitant) prices, has once again captured the internet’s attention. This time, it’s not a smoothie, a health elixir, or an adaptogen-infused snack that’s causing a stir, but rather, a single strawberry priced at a staggering $19.99. This isn’t your average, run-of-the-mill berry; it’s an Elly Amai strawberry, meticulously cultivated in Kyoto, Japan, and flown across the Pacific to grace the shelves of Erewhon’s Los Angeles-area locations.

The Elly Amai strawberry is no ordinary fruit. According to Erewhon, and echoed by influencers who’ve dared to sample this luxurious berry, it represents the pinnacle of strawberry cultivation. Each strawberry is handpicked, ensuring a flawless appearance, before being individually packaged in its own protective case – a presentation fit for royalty, or at least, for a twenty-dollar fruit.

Erewhon’s spokesperson explained to Fox News Digital that these prized strawberries are harvested at their peak ripeness and swiftly transported to stores within a mere 24 to 48 hours. The speed is crucial to maintain the strawberry’s flavor and texture. The rarity also adds to the high price point. These strawberries are organic, a method that represents only a tiny fraction (0.002%) of Japan’s overall strawberry production. Moreover, the Elly Amai variety is specifically bred to eliminate the sour or tart notes often associated with strawberries. Japanese consumers, known for their discerning palates, prefer strawberries that are purely sweet and intensely fragrant.

The internet, naturally, has exploded with reactions to this latest Erewhon extravagance. Californians, and particularly TikTok users, have been documenting their encounters with the $20 strawberry, offering reviews and reflections on the experience.

Lily (@ocfeed), an Orange County food influencer, shared her thoughts in a video that quickly went viral. "I couldn’t stop thinking about how many hours of my life I’d have to work to eat this singular strawberry, but hey, look how cute it is," she mused. She further elaborated that each strawberry is cultivated in Kyoto for seven years to achieve "perfect symmetry, brilliant color, and exceptional size." Describing the strawberry’s aroma as "incredibly fragrant," Lily confirmed that the taste lived up to the hype. "It is, in fact, an exceptional strawberry, and I’d go so far as to say it’s perfect," she declared. "Like, put it in the dictionary as the definition. It’s particularly sweet and floral, peak ripeness, everything."

Speaking to Fox News Digital, Lily acknowledged the absurdity of the price tag but justified the purchase as an "experience." "It’s a ridiculous price to pay, but once for the experience, it’s fun!" she said.

Another prominent influencer, Lauren Godwin, with nearly 23 million followers on TikTok (@laurengodwin), also shared her positive experience, simply stating, "Not going to lie, 1,000 out of 10."

However, not everyone is convinced. The comments sections of these viral videos are filled with skepticism and amusement. Many users find the price exorbitant and question the value proposition.

"Good lord. It’s a friggin strawberry," commented @thebutternutty beneath Lily’s video. "I’ll get one locally and fresh picked in season for pennies."

@alfieee467 sarcastically quipped, "Still cheaper than eggs."

TikToker @aatorak speculated, "I’m convinced this is a social experiment."

Others expressed similar sentiments, viewing the purchase as a form of social signaling or simply succumbing to hype. One user, Emma G, wrote, "I would literally rather book a flight to Japan and pick it myself."

Erewhon defends the price point, arguing that the $19.99 tag is comparable to, or even less than, what the strawberry would cost in Japan. A spokesperson explained that the current exchange rate between the Japanese Yen and the US dollar is particularly favorable, and that they are receiving lower rates for introducing new markets to the farmers. Furthermore, the cost of air freight contributes significantly to the final price, essentially matching the cost of the fruit itself. The Elly Amai strawberries are air-freighted due to the brief window of peak ripeness, as the strawberry season only spans from December to June.

Adding to the air of exclusivity, Erewhon provides specific instructions for handling the strawberry. For the optimal eating experience, customers are advised to avoid touching the strawberry with bare hands unless they intend to consume it within three to four hours. "Strawberries are very fragile and need to be handled with care," the spokesperson stated. "It’s best to let them breathe at room temp for 15 to 30 minutes to bring out the aroma and sweetness."

The $20 strawberry exemplifies the Erewhon brand: a purveyor of high-quality, often unconventional, and undeniably expensive food items. While some see it as an outrageous indulgence, others view it as a unique culinary experience worth splurging on. Whether it’s a brilliant marketing strategy, a social commentary on wealth and consumerism, or simply a delicious strawberry with a hefty price tag, the Elly Amai has undoubtedly succeeded in capturing the collective imagination. It has generated conversation, sparked debate, and ultimately, reinforced Erewhon’s position as a destination for those seeking the extraordinary, regardless of the cost. The debate continues: is it a delicious treat, a symbol of excess, or just a really, really good strawberry?