The Luxurious World of Exotic Fruits: Indulging in High-End Produce

If you had $400 to splurge on a fancy meal, you could go for a tin of premium caviar, enjoy some very fine wine, or indulge in a luxurious multi-course meal at a high-end restaurant.

Alternatively, you could simply spend it all on a single pineapple.

The Rubyglow pineapple, known for its unique red skin and sweet taste, is priced at $395.99 by Melissa’s Produce, a California-based seller of specialty fruits and vegetables. Del Monte, a wholesaler specializing in pineapple, spent fifteen years developing this red-colored fruit. Initially released in limited quantities in China earlier this year, Del Monte decided to test the market in the United States through Melissa’s Produce, offering it at a high price.

Despite the current economic climate in America, where high grocery prices have been a concern for many consumers, the introduction of an expensive fruit may seem untimely. Recent headlines have highlighted rising food costs, causing stress and financial strain for individuals. With worries about inflation and job security, many Americans are cutting back on their spending.

Despite the general trend towards more affordable options, there is still a demand for premium fruit. Del Monte has decided to introduce the Rubyglow, a special variety grown in Costa Rica, to the US market.

According to Cindy van Rijswick, a fresh produce strategist at Rabobank, consumers are willing to pay for unique and high-quality products. There is a niche market for specialty produce, with higher-end restaurants, food enthusiasts, and online channels showing interest in these premium offerings.

Americans have developed a fascination for unique fruit varieties such as Honeycrisp apples, Cotton Candy grapes, Sumo Citrus, and vertically-grown Japanese strawberries. They are eager to try different types of fruit and are willing to pay extra for innovative options.

However, a $400 pineapple may be a bit too expensive for most people.

The rise of premium fruit

When the Honeycrisp was introduced over 30 years ago, there weren’t many apple options in the supermarket.

Red Delicious, Golden Delicious, and McIntosh apples were the usual options, according to Jim Luby, a professor at the University of Minnesota. He noted that unless you went to a nearby orchard, your choices were limited.

Honeycrisp apples, though priced at a premium, have been a major success.

Honeycrisp apples, though priced at a premium, have been a major success.

Patrick T. Fallon/AFP/Getty Images

People craved more, and Honeycrisp was the perfect choice - sweet, crunchy, and unique.

"It gained popularity among our Minnesota farmers," explained Luby, a member of the team behind the creation of this apple variety. "There wasn't a lot of it being grown, so the price was high. But it continued to sell well."

Marketing new produce can be quite expensive. It involves researchers breeding and cross-breeding, waiting for the growing cycle, and starting over if the fruit doesn't meet expectations. It takes a lot of time and effort to find a fruit that is both tasty and durable enough to succeed in the market. After all that hard work, plant scientists then have to persuade growers to take a chance on a new fruit, using resources that could have been used for familiar favorites.

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But the Honeycrisp helped show that the risk can be justified.

Since the apple's success, the variety in the produce section has increased. According to Rabobank, over the past decade, per capita availability of higher-priced fruits like berries, mangoes, and avocados has increased, while availability of cheaper fruits like apples and bananas has remained steady.

Some specialty fruits have gained a devoted following. For example, Cotton Candy grapes, known for their sweetness, became popular after their introduction in 2011. Another example is the Sumo Citrus, a hybrid of navel oranges, pomelos, and mandarins, which has steadily grown in popularity in recent years.

Sumo Citrus and other fruit varietals have developed a cult following.

Sumo Citrus and other fruit varietals have developed a cult following.

Oishii's specialty strawberries, grown indoors in a climate-controlled vertical farm, have caught the attention of consumers who are willing to pay a bit more for quality. Back in 2018, when Oishii first started selling their berries to the public, they were priced at $50 for a pack of eight. Compared to other items, these berries are considered expensive, but their unique growing process sets them apart.

At Oishii, they are not just selling berries, but a luxury item. The berries come in flat boxes that showcase each fruit individually, resembling packaging for artisanal chocolate truffles rather than the typical plastic containers found in supermarkets. The goal is to present each fruit as flawless.

According to Oishii CEO Hiroki Koga, even at a price of $50, there were constantly thousands of people on the waitlist.

Oishii strawberries on display in 2022 in Beverly Hills, California.

Oishii strawberries on display in 2022 in Beverly Hills, California.

Oishii berries used to be pricey at $50, but not anymore. Thanks to funding and better technology, they are now more affordable. You can find Oishii berries at regular grocery stores for about $10-$14 per pack.

Del Monte has been working on developing new varieties of pineapples for many years. Their researchers create unique fruits and focus on enhancing the taste. In 2020, they introduced the Pinkglow pineapple, which has pink flesh and is packaged in a special box.

The Pinkglow pineapple has a pink interior.

The Pinkglow pineapple has a pink interior.

Fresh Del Monte's Pinkglow was never intended to be a regular grocery item, according to Melissa Mackay, VP of marketing in North America at Del Monte. Instead, she describes it as a perfect hostess or Mother's Day gift. The vibrant fruit has gained popularity on social media platforms like Instagram and TikTok, where food influencers showcase its unique color by cutting it open and sharing their reviews, which often rave about its sweet taste.

At first, the Pinkglow pineapple was originally sold for approximately $50. Today, you can find one online for a much lower price, ranging from about $8 to $29. These prices may seem like a bargain compared to the initial cost, but they are still considered expensive for a pineapple.

According to Melanie Zanoza Bartelme, associate director of Mintel Food & Drink, investing in a pink pineapple is justifiable if you can afford it. She compares it to people who spend nearly $20 on a smoothie created by a celebrity at places like Erewhon, a high-end grocery store in Los Angeles. For example, Hailey Bieber's Strawberry Glaze Skin Smoothie is priced at $19 for a 20-ounce cup at Erewhon.

Still, she noted, there is a “blank space between a $16 pineapple and a $400 pineapple.”

Is it worth it?

Melissa’s Produce offers a wide variety of exotic fruits, such as truffles, mangosteens, and kumquats. Among these, the Rubyglow stands out as a rare gem and the epitome of luxury fruit, making it a memorable gift for any food enthusiast.

Although the Rubyglow has been marketed as a premium product, its sales have been modest. Initially starting with 50 pineapples, Melissa’s Produce has only managed to sell about half of that quantity within a month. These exclusive fruits have found their way to restaurants in Las Vegas and Southern California, where they are being used for decorative purposes.

The Rubyglow, which Del Monte in its marketing has dubbed "The Red Legend."

Courtesy Fresh Del Monte

“There’s a market for this,” Schueller said. It’s just a very small, very niche market. “This is not something for everybody.”

To generate more excitement, Melissa's contacted a few food influencers, like Bo Corley, a chef who posts recipes and food insights on social media.

Corley praised the Rubyglow pineapple, saying it was "absolutely delightful." He noted that unlike regular pineapples, the Rubyglow does not leave a bitter aftertaste even after eating a lot of it.

He mentioned that he didn't think it was worth $400.

Corley believes that people are willing to pay for the Rubyglow, whether it's for the pineapple flavor or the impressive appearance.

This Christmas and Thanksgiving, you can expect to see Rubyglow charcuterie boards taking center stage in many affluent households. It's not just about the taste of the pineapple, but more about showing off that they have it.

Editor's P/S:

The Rubyglow pineapple, a rare and luxurious fruit, has sparked a debate about the value of premium produce. While some consumers are eager to splurge on unique and high-quality options, others question whether a $400 pineapple is worth the cost. The introduction of such an expensive fruit during a challenging economic climate may seem untimely, but it highlights the growing demand for niche and innovative fruit varieties.

Despite the high price, the Rubyglow pineapple has captured the attention of food enthusiasts and social media influencers. Its unique red skin and sweet taste have made it a desirable item for special occasions and luxury gift-giving. While its sales may be modest compared to more affordable fruits, it represents a trend towards premiumization in the produce industry. The success of fruits like Honeycrisp apples and Cotton Candy grapes demonstrates that consumers are willing to pay for distinctive and flavorful experiences. Whether the Rubyglow pineapple will achieve the same level of popularity remains to be seen, but it certainly has made a splash in the world of high-end fruit.