ICYMI, Los Angeles-based luxury grocery chain Erewhon sent the internet into a frenzy last week when a TikTok showcasing the store’s $20 strawberry went viral. And no, it’s not $20 for a gallon of strawberries, or even a pint of strawberries — the Erewhon strawberry is sold in individual packs for $19.99. And while I don’t live near an Erewhon, I was lucky enough to be sent a pack of the Japanese strawberries to try the now-infamous fruit for myself.
Why is the Erewhon strawberry so expensive?
The Elly Amai strawberry at Erewhon is imported from Kyoto, Japan, and the costs and logistics of transporting fruit across oceans already lend some insight into the high price. Beyond that, though, “Each berry is cultivated to achieve perfect symmetry, brilliant color, and exceptional size,” according to the Erewhon display description.
Is the Erewhon strawberry good?
The second I opened up the package from Noble Fresh, I smelled the delicate, sweet, and floral scent of the berries and knew it was going to be the best strawberry of my life. I’ve smelled a deliciously fragrant strawberry before, but I had no idea that the smell could be that potent.
When I unpackaged the berries though, visually, I was underwhelmed. While the size was exceptional, the berry was not symmetrical, and the stem was a little dead-looking. Also, if I’m paying that much for a strawberry, I’d hope I didn’t see any soft spots! But I’ll cut the strawb some slack given that it travelled roughly 6700 miles from Japan to my front door.
Since the berries are $20 a pop, you best believe I’m following all of the specific instructions to make sure it’s at peak flavor and aroma. I started by rinsing the berry in cold water, then gently removing the stem and letting it sit on a paper towel until the strawberry reached room temperature, which was roughly 30 minutes. (Thank goodness I had an episode of Schitt’s Creek to distract me, because I was so excited to eat that berry and had no interest in waiting half an hour to do so.)
When my 30 minutes was up, I was almost hesitant to take a bite due to the sheer indulgence of a $20 berry, but when I did, my taste buds were met with pure perfection. The strawberry was so sweet that it almost tasted artificial, and the fruit was tender yet delicate, so much so that it almost “melted” in your mouth. While I was hesitant that the Erewhon strawberry would really live up to its rave reviews, I can confirm that the hype is real. Without a doubt, it was one of the best strawberries I’ve had in my entire life.
Is the Erewhon strawberry worth the money?
I want to acknowledge that I would never, ever purchase the Erewhon strawberry for myself. While I love strawberries and I love fruit, no part of me can justify spending over an hour’s wage on a gallon of strawberries, let alone one single berry. (TBH, if a quart costs more than $6 at the grocery store, I’m probably opting for other produce that week.) I almost felt guilty eating a single berry knowing how much it costs.
All of that said, it truly was a perfect strawberry. I loved every single bite of it, and did my best to truly savor the experience. But, I would never, ever pay $20 for that berry. I’ve had delicious strawberries hand-picked at a berry farm in Oregon and fresh from the farmer’s market at home in Southern California that are as good as, if not better, than the Erewhon strawberry. Heck, even strawberries from big box grocery stores can be just as delicious for a fraction of the cost.
Considering the realities of climate change, sustainability, and consumerism in our world right now, I can’t justify the costs of the strawberry for myself, and struggle to comprehend those who have the means and can. I can, though, confidently confirm that this was one damn good strawberry.
How can I try the Erewhon strawberry?
If you aren’t able to visit an Erewhon store on the West Coast to try the strawberry for yourself, Noble Fresh Cart offers East Coast delivery service to New York, New Jersey, and Philadelphia residents. Plus, rather than spending 20 bucks a berry, the brand sells a pack of six Japanese Tochiotome Strawberries for $30. Tbh, at only $5 a berry, I might just reconsider purchasing the Erewhon strawberries.