But vertical farming in the modern sense is now spreading rapidly. One example is the vertically farmed strawberry brand Oishii, based in New Jersey. In 2021, a punnet of its coveted Japanese Omakase strawberries retailed for $50 (£44) in a high-end New York supermarket. For some, this was evidence that with time vertical farming could rival and ultimately exceed traditional farming for quality. For others, the outlandish price highlighted the huge challenge to make vertical farms commercially viable.