And they wonder why no one buys anything in Cali now: one strawberry costs $$

The video in the linked X post shows a display at what appears to be an upscale grocery store (likely Erewhon in Beverly Hills, based on similar reports) featuring individual Japanese strawberries packaged in clear plastic domes and sold as "Organic Single Berry" for $18.99 each. Larger packs are also visible, with prices like $48 for a small box of a few berries and up to $98 for others. These are premium varieties, such as Tochiaika or similar high-end Japanese cultivars known for their large size, intense sweetness, and flawless appearance.Japanese strawberries command such high prices—especially when imported and sold in luxury U.S. markets—for several key reasons:Meticulous Cultivation Practices: In Japan, premium strawberries are grown using labor-intensive methods. Farmers often limit each plant to just a few berries to concentrate flavor and size, hand-pollinate flowers, and maintain ideal greenhouse conditions (including precise temperature, humidity, and even music or special lighting in some cases). This results in low yields but exceptionally high-quality fruit.

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Varieties like Bijin-Hime or Amaou are bred specifically for perfection, sometimes taking years to develop, and can weigh up to 100 grams per berry—far larger than standard strawberries.
High Production Costs in Japan: Japan's limited arable land and focus on quality over quantity make farming inefficient by global standards. Fruits are treated as luxury gifts (e.g., for special occasions), with emphasis on aesthetics and taste. Additional costs come from energy-intensive greenhouses (historically using kerosene for heating, though that's evolving) and hand-picking to avoid bruising.

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In Japan itself, a pack of premium strawberries might cost $5–$20, but rare singles can reach $50–$500.

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Import and Logistics Challenges: When shipped to places like the U.S., these perishable berries require rapid air transport to maintain freshness, adding significant costs. Tariffs, customs, and the need for specialized packaging (like the individual domes seen in the video) further inflate prices.

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They're often marketed as exotic luxuries, appealing to high-end consumers who value the novelty and status.
Retail Markup and Demand: Stores like Erewhon cater to affluent shoppers in areas like Beverly Hills, where over-the-top pricing is part of the brand (think celebrity-endorsed smoothies for $20+). Demand for "Instagram-worthy" perfect produce drives prices up, as these berries are positioned as gourmet items rather than everyday fruit.

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If they didn't sell at these rates, they wouldn't be stocked—it's a supply-and-demand dynamic for the ultra-wealthy.

In short, it's a combination of artisanal farming, import expenses, and luxury positioning that turns these into "fruit jewelry." If you're curious, similar U.S.-grown vertical-farm alternatives (like Oishii berries) aim to replicate the quality at slightly lower prices, around $10–$15 per pack.

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