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How much would you pay for the perfect strawberry?

Marvin Pritts with high tunnel raspberries

Marvin Pritts with high tunnel raspberries.

According to an article in Time Magazine published online January 9,  high-end “Omakase berries”  —  a Japanese strawberry variety known for its “beautiful aroma and exceptional sweetness” with a seedless exterior and “creamy texture” — will set you back $50 for a package of eight.

Even if you could afford them, it’s unlikely you’ll ever see them in the supermarket any time soon at any price because “what supermarkets stock tends to be what they can sell with ease and consistency; a pesky thing like flavor is secondary,” explains Marvin Pritts, Professor of Horticulture at Cornell’s School of Integrative Plant Science.   “Consumer demand for a year-round supply of everything makes it challenging for supermarkets to provide consumers with consistently good-tasting fruits and vegetables — so they try to make everything generic,” he says.

Pritts believes that despite the fact that they are priced out of the reach of most consumers, innovations like the Omakase berry are only encouraging, and we should be excited about “anything that contributes to people eating more fruits and vegetables.”  He suggests checking out local farms and picking your own fruit. “This could be a blessing in disguise, as it will expose consumers to what really good fruit can taste like,” he points out.

Read the whole article.

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