In Los Angeles, Melissa's Produce showcases a range of rare and costly fruits, reflecting a growing trend in the United States for luxury fruits, a market long established in parts of Asia. Among the offerings, a pineapple priced at $396 is presented in an origami-style red box with ventilation holes, while a $156 melon is encased in foam netting, cultivated as the sole fruit on its plant to enhance its sweetness. These luxury fruits, including the limited production Rubyglow pineapple, have quickly found a market in the U.S., selling out swiftly due to their unique appearance and taste.
The tradition of gifting high-quality fruits in countries like Japan and Korea has begun to influence consumer behavior in the United States, where there is an increasing appreciation for such products. Soyeon Shim, a University of Wisconsin-Madison expert, notes the global expansion of the market, facilitating access to a wide variety of products. Eve Turow-Paul highlights the role of luxury fruits in 'haute couture' eating experiences, signifying value statements in a global food culture.
Robert Schueller of Melissa's Produce, the largest distributor of specialty fruits and vegetables in the country, mentions the import of unique fruits to the U.S., including Crown Melons, specialty grapes from South Korea, white strawberries from Japan, and mangosteen. Despite the success of some, attempts to introduce other fruits like the star apple, oca, and square watermelon have met with limited consumer interest, leading to ongoing efforts to develop appealing new varieties such as a sweet, box-shaped watermelon in collaboration with a grower in Costa Rica.
Source: abrafrutas.org