New York based start up Oishii, is disrupting the US agribusiness scene with their Omakase berry. Described by media outlets as the “Tesla of strawberries” the Omokase berry retails for US$50 for a tray of eight. Grown within the carefully controlled artificial environments of vertical farms, Oishii may hold a key to detoxing America’s most pesticide-dependent fruit. What’s more, vertical farming would curb the fossil fuels it takes to grow strawberries year-round with traditional farm equipment and long-distance national shipping. With this model, Oishii is testing whether the Tesla model of starting with a luxury product before moving to mass market, could translates into selling America’s third most popular fruit.