Oshi Plant-Based Salmon Heads to Whole Foods

Plant-based seafood company Oshi will begin selling its salmon fillets in Whole Foods Market in December 2026. CEO Ofek Ron announced the confirmation, stating the retailer had been a target for the company even before it had a finished product.

According to Ron, the push for this placement began in March 2023 when new CTO Sam Bernhardt tasted the product and insisted it belonged in Whole Foods. A meeting with the retailer's team at a California conference in March led to a verbal commitment. Ron was candid about the lengthy process that followed. "And then came the part nobody puts in the announcement. The paperwork. The compliance. The waiting. We only just received the final confirmation," he wrote.

A retail push building through 2026

The Whole Foods deal is part of a broader US retail expansion Oshi has been assembling. In May, the company secured a $3 million strategic investment from a Latin American seafood manufacturer. It also launched a whitefish product line alongside its salmon and opened a community investment round. At that time, Oshi said it was targeting a national rollout across 686 stores in 2026 through distributors KeHE and UNFI, with confirmed placements at retailers like Lassens, Mother's Market, and Earth Fare. In late August, Oshi added California chain Bristol Farms and Michigan-based Better Health Markets and Cafes to its network, which it said then spanned more than 100 locations. The company has reported quadrupling its revenue in 2025. For more details on the company's performance metrics, you can visit our stats page.

From Israeli startup to US retail

Oshi was founded in Israel in 2021 under the name Plantish by Ofek Ron, Ron Sicsic, Ariel Szklanny, and Hila Elimelech. The company rebranded to Oshi in 2023. It later moved production from Israel to California, citing more favorable US regulatory acceptance for its mycelium-based process. The company's salmon fillet uses a layering technique that places fat between blended plant protein and algae extracts. This process aims to replicate the texture of a whole cut of fish. Ron framed the Whole Foods confirmation as the company's most exciting development. He noted the placement is still months from reaching shelves. "I probably will not believe it until I see it on the shelf with my own eyes," he wrote. This milestone is a key part of the company's overall standings in the competitive plant-based market.

The path to launch

The article details the steps leading to the Whole Foods launch, from the initial product tasting to the final confirmation, highlighting the lengthy administrative process involved.