Oshi salmon-inspired fillet

© Oshi

Food Service

Oshi Salmon-Inspired Fillets Make Debut in NYC’s Coletta Restaurant

Israeli startup Oshi announces that its flagship product, Oshi Salmon-Inspired Fillets, will debut at Coletta, an upscale vegan Italian restaurant located in New York City, starting this week. This marks a significant moment for the company as it enters the American foodservice market with its first offering. The fillet will be served for a limited time, and the menu offering includes “Seared Balsamic “Salmon” with velvety “parmesan” & chive polenta paired with roasted broccoli infused with thyme and a touch of zesty lemon.” Formerly known as Plantish, the company underwent a rebrand earlier this year in preparation for its entry into the US market. According to Ofek Ron, CEO of Oshi, the rebrand aimed to encapsulate the company’s mission and its commitment to environmental stewardship …


Newform meatballs

© Newform Foods

Marketing & Media

The Era of the Alt Protein Rebrand: Yet Another Cell Ag Company Reveals New Identity

Yesterday, South African cultivated meat company Mzansi Meat revealed on social media its new identity (see below). Mzansi’s rebrand comes as the next in line to a growing list of alternative protein companies undergoing transformation as such products enter the spotlight and become increasingly crucial as part of food system revolution and climate change action. Arguably, this wave of alt protein rebrands began back in May of 2021 when Memphis Meats became UPSIDE Foods, before going on to achieve incredible success which, as we all know, led to the company becoming one of the two pioneering cultivated meat producers granted permission to sell their novel cell-based chicken products to the US public. However this uptick has gained great pace over the past year or so, …


Oshi salmon


Fungi, Mushrooms & Mycelium

Oshi and The Better Meat Co. Receive $1M Joint Grant to Develop Fish-Free Salmon Fillets

Alt protein startups Oshi (the company formerly known as Plantish) and The Better Meat Co. announce the two companies have jointly been awarded a USD $1M grant from the BIRD Foundation.  Intended to promote R&D that mutually benefits both Israel and the US, the Binational Industrial Research and Development (BIRD) grant will support the work of Oshi and The Better Meat Co. to develop mycoprotein-based salmon fillets.  According to the companies, human activities like overfishing, dams and logging have severely impacted many wild salmon populations, leading to steep population declines and even extinction. In the Atlantic Ocean, it is estimated that 99.5% of all native Atlantic salmon has disappeared from the wild. Despite this ecological crisis, consumer demand for salmon continues to grow each year.  …


Oshi plant-based whole cut salmon

Oshi © Noam Preisman

Company News

Whole-Cut Salmon Pioneer Plantish Rebrands to Oshi Ahead of US Restaurant Launch

Israeli startup Plantish, which set out in 2021 to transform the plant-based seafood category with whole-cut plant-based fish, announces it is rebranding to Oshi ahead of the launch of its salmon into US restaurants later this year. The company also announces a collaboration agreement (an MoU) with Coop to roll out its whole-cut salmon, initially in the Swiss country (touted for 2025), and later expand into other EU nations. “The name “Oshi” symbolizes the ocean, which is a vital part of our planet and a source of inspiration for us. We believe that by crafting plant-based seafood that is “Better Than The Reel Thing,” we can offer delicious alternatives while actively working towards restoring the health and sustainability of our oceans,” Ofek Ron, CEO and co-founder …