In 2026, Oishii entered the Canadian market, starting in Toronto with its Koyo Berry, a premium Japanese strawberry sold at Fortinos locations and other selected stores across Ontario. The launch was covered by several media outlets in January and February 2026, confirming the product’s arrival in the Greater Toronto Area.
This move marks an important step for the brand, known for vertical farming and controlled indoor production, free from pesticides and with very high standards of uniformity and ripeness. Oishii presented Canada as a new expansion market for its luxury, high-quality fruit strategy.
The product
The Koyo Berry is marketed as an “always ripe” strawberry, sweet and visually flawless, with uniform fruits and carefully designed packaging to reduce damage during transport. According to 2026 reports, each pack contains eight strawberries, with a retail price of around 30 Canadian dollars per pack, clearly positioning it in the premium segment.
Oishii has strongly emphasized its quality positioning: indoor-grown strawberries, pesticide-free, Non-GMO, and with a texture designed to reach the final consumer without losing freshness. In essence, the brand is selling not just a fruit, but a consumption experience associated with luxury, aesthetics, and consistency of taste.
Why Canada
Toronto was chosen as the entry point into the Canadian market, also thanks to the presence of premium retailers and opportunities for gastronomic collaborations. Oishii also announced partnerships with restaurants and bakeries in the city, including Miku, Andrea’s Cookies, Belle Isle, and KWENTO, to strengthen product visibility beyond retail.
The strategy appears consistent with the nature of the product: an expensive, highly recognizable strawberry that is easy to “tell” on social media and feature on high-end menus. Reports from 2026 highlight that the launch was supported by a digital campaign and Valentine’s Day initiatives, including tastings and special desserts.
The production model
Behind the Canadian launch lies Oishii’s industrial model, based on smart farming and vertical indoor cultivation. The company claims it can control factors such as air, light, temperature, humidity, and nutrients to achieve consistent fruit quality year-round.
This approach is particularly interesting for strawberries, as it overcomes one of the typical limitations of the traditional supply chain: early harvesting to withstand transport. Analyses published in 2026 note that by producing close to the end market and allowing full ripening, Oishii aims to reduce flavor loss and quality variability.
A niche market
The Canadian launch is not targeting mass consumption, at least in the short term. The high price and elegant packaging position Koyo Berry in a niche of “experiential fruit,” aimed at consumers willing to pay for taste, aesthetics, and product storytelling.
For now, Oishii is building its space in the Canadian market as an aspirational brand, closer to the gourmet segment than to conventional supermarket fruit. If the company succeeds in expanding distribution and awareness, Toronto could become the base for broader expansion across Canada.
Image source: oishii.com
