Israeli-based company Oshi is making waves in the food industry with its groundbreaking vegan salmon made using state-of-the-art additive manufacturing technology. Now, Oshi has set his sights on a new horizon – the US restaurant market.
Formerly known as Plantish, the company has changed its name in preparation for the highly anticipated launch of its innovative plant-based seafood products in the US later this year.
“By rebranding as Oshi, we embark on a transformational journey to establish ourselves as a leading global seafood company,” Ofek Ron, co-founder and CEO of Oshi, said in a statement.
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“Our new name, inspired by the word ‘ocean,’ captures our values and reflects our commitment to providing exceptional seafood that resonates with consumers worldwide.”
Oshie says the U.S. market is a niche for seafood, and the sustainability of its vegan salmon is what sets it apart. “The United States is one of the largest markets for seafood, with salmon consumption valued at $5 billion,” Noga Bronski, Oshie director of product marketing, told VegNews. “Oshie salmon is a tastier, safer, and more sustainable alternative that will enable consumers to have the same salmon experience without the microplastics, mercury, and environmental damage.”
With an eye firmly on the American market, Oshi has wasted no time collaborating with renowned chefs and restaurants to refine its product offerings. This strategic move ensures that its creations will be nothing short of exceptional when they hit the restaurant’s plate.
“We’ve partnered with some of NYC’s best restaurants for our launch We’re eager to hear feedback from customers and chefs to find our product-market fit and expand in the best way possible,” says Bronski, adding that although Oshie is starting in the NYC area, the plan is to expand quickly.
“Our target market is someone who wants to eat more plant-based and have a positive impact on the environment,” says Bronski.
In addition to these collaborations, Oshi has also secured a memorandum of understanding with Coop, a major European retailer boasting over 7,000 locations. The partnership aims to distribute Oshi’s vegan salmon fillets in Europe from 2025, providing consumers with a sustainable and high-quality alternative to traditional salmon.
Same salmon experience, but vegetarian
About 70 percent of the salmon on consumers’ plates is farm-raised. Experts suggest that this method of food production is having a detrimental effect on the ocean.
A significant influence is how these fish are fed. About 18 million tons of wild fish are caught annually and fed to farmed fish, which is contributing to the decline of fish populations in addition to the ongoing overfishing problem. According to the World Bank, about 90 percent of global marine stocks are now overfished.
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Founded in 2021, Oshi debuted its prototype vegan salmon last year to mimic the opposite of fish in every way, with a flaky texture, buttery mouthfeel and fibrous structure to perfectly replicate the experience of eating salmon without the need to kill a fish.
Its primary product demonstrates the company’s dedication to offering consumers sustainable and delicious seafood options that contribute to a safer and more environmentally friendly future.
Traditionally, technological complexities have hindered the availability of whole-cut vegan seafood options, with the market focusing primarily on minced fish varieties such as fish fingers and fried fish.
Oshie says its proprietary additive manufacturing technology successfully overcomes these barriers, paving the way for an innovative and sustainable approach to plant-based seafood production.
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It creates its vegetarian salmon using a proprietary blend of plant proteins combined with its technology to create a whole cut filet that can be prepared in the same way as traditional salmon, including poaching, grilling and baking.
The company’s success has attracted significant investment, totaling $14.5 million to date. Notable investors include famous backers of companies such as Unovis, Beyond Meat and Oatly. Joining them are Pitango, TechAviv Founder Partners, SOMV, SmartAgro, E2JDJ, Alumni Ventures, HackSummit and OurCrowd.
Oshie has also partnered with respected culinary experts, including Michelin-starred chef, renowned cookbook author Adina Sussman and popular content creator Nusser Yassin of Nas Daily.
Once Oshi establishes itself in the US foodservice sector, the brand plans to launch its retail products. Recognizing the global demand for whole-cut seafood, with more than 70 percent of fish consumption consisting of whole fish or fillets, Oshie is poised to transform the alternative seafood sector.
“We are dedicated to offering a sustainable and delicious alternative to conventional seafood, promoting a healthier and more environmentally friendly food system,” said Ron.
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Nicole Axworthy is news editor and cookbook author for VegNews DIY Vegan.