Oshi has announced a partnership with Neat, a vegan burger chain supported by celebrities Lewis Hamilton and Leonardo DiCaprio. The collaboration will bring Oshi’s salmon to Neat’s recently reformulated New York City menu, where it will be featured in vegan fish tacos, rice bowls, and Caesar salads with avocado.
“It’s fantastic to see our products featured in more NYC restaurants, making sustainable dining options accessible to all.”
Oshi, which rebranded from Plantish last year, is known for its flagship product, a plant-based salmon fillet composed of mycoprotein, algae, and vegetable oils, which replicate the layered flakes and fat found in traditional salmon.
Oshi announced the rollout onto Neat menus on social media, stating, “It’s fantastic to see our products featured in more and more NYC restaurants, making sustainable dining options accessible to all. We can’t wait for you to try our salmon and experience the incredible flavors for yourself.”
Relocation to California
To better serve the US market, Oshi has relocated its production from Israel to California. The company’s research and development team will remain in Israel, while the production shift was completed in July 2024. This relocation was driven by regulatory differences between Israel and the United States, particularly regarding the acceptance of mycelium by health authorities.
Oshi co-founder Ofek Ron told Food Business News, “Unfortunately, in Israel, mycelium is not accepted by mainstream health authorities, whereas it is accepted by the FDA in the US. This regulatory difference meant that our products could not be sold in Israel, leaving us with little reason to stay unless we focused solely on development and regulatory adjustments, which would require considerable time and effort.”
Oshi has also secured distribution agreements with WebstaurantStore, as well as other distributors in the Pacific Northwest and East Coast, enabling its products to reach restaurants in several states, including Wisconsin, Oregon, New York, Washington, Pennsylvania, and Maine.
Future expansion plans
The plant-based salmon is currently undergoing market testing in select US restaurants, and the company has plans to launch a retail product with partners Earth Fare and Besties. The salmon fillet made its debut in New York City at Coletta restaurant last year, and the company showcased the newest iteration at the National Restaurant Association (NRA) Show in Chicago earlier this year.
By 2026, the company plans to expand its US retail presence and initiate a test phase in the European Union in collaboration with Co-op, with further EU expansion planned for 2027.
Looking ahead, Oshi aims to scale its production to offer its salmon fillets at a lower price and increase its market presence. “We see ourselves in five to ten years becoming a mainstream product in every supermarket or restaurant,” Ron added.
