At some point Los Angeles just decided money isn’t real anymore.
Because a video is going viral showing a box of 12 strawberries being sold for $120 at Erewhon, and somehow nobody in the store is calling the police. Not twelve boxes. Twelve individual strawberries. Ten dollars a bite. You drop one on the floor and that’s basically rent money evaporating.
These aren’t your standard sad grocery store strawberries either. They’re Tochiaika strawberries, flown in from Japan, individually wrapped like they’re VIP guests, treated better than most people treat their pets. Air-freighted within 48 hours, perfectly shaped, probably have a skincare routine.
And look, I understand premium products. I respect a good flex. But at some point you have to draw a line in the sand and say, “hey, maybe fruit shouldn’t cost the same as a nice dinner.”
But Erewhon doesn’t operate in reality. This is a place built entirely on vibes, status, and people who want their groceries to double as a personality. You’re not buying strawberries, you’re buying the story of buying strawberries. You’re buying the ability to casually mention it and wait for someone to say, “wait… how much?”
And the wildest part is this isn’t even shocking anymore. This is expected. Of course Erewhon has $120 strawberries. Of course someone’s going to post it. Of course half the internet is going to scream “this is insane” while the other half is already planning to try them “just once.”
Would they taste amazing? Probably. They better taste like the greatest strawberry ever grown in human history. I’m talking life-altering, see-your-ancestors, rethink-your-childhood type flavor. Because if I bite into a $10 strawberry and it just tastes like… a really good strawberry? I’m immediately mad at everyone involved.
End of the day, this is peak LA behavior. Regular rules don’t apply, prices are suggestions, and somehow even fruit has entered its luxury era.
