Oshi relocates production to the USA, and eyes larger market

Israeli alternative protein startup, Oshi (formerly known as Plantish) has announced its decision to move production operations from Israel to the USA. The move, according to the company's CEO, Ofek Ron, is driven by a strategic focus on the larger US market and regulatory considerations.

"Our market research clearly indicated that the US represents a significantly larger and more receptive market for our plant-based salmon product," Ron stated in a press release. "The regulatory landscape in the USA is also more conducive to the introduction of novel food products, which was a key factor in our decision."

Oshi, known for its innovative plant-based salmon made from mycelium, a type of fungal root network, has been making waves in the alternative protein space. The company's decision to relocate production underscores the growing global interest in sustainable and plant-based food options.

While the production facility will be based in the USA, Oshi's research and development team will remain in Israel. This dual-location approach allows the company to leverage the strengths of both countries, combining US market expertise with Israeli innovation.

"We believe that this strategic move will enable us to accelerate our growth and reach a wider consumer base," Ron added. "By being closer to our target market, we can better understand their preferences and tailor our products accordingly."

The shift in production comes as the alternative protein market continues to expand globally. Consumers are increasingly seeking plant-based alternatives to traditional meat products due to concerns about sustainability, animal welfare, and health. Oshi's plant-based salmon offers a promising solution, providing a sustainable and nutritious option that closely resembles the taste and texture of real fish.

As Oshi establishes its presence in the US market, it will face competition from other alternative protein companies that have already gained traction. However, the company's unique approach and strong focus on consumer preferences position it well to succeed in this rapidly growing sector.

The relocation of Oshi's production operations to the USA marks a significant milestone for the company and highlights the growing global interest in sustainable food solutions. As the demand for plant-based alternatives continues to rise, Oshi's decision to expand its footprint in the US market positions it as a key player in the alternative protein space.