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Oshi announced a distribution partnership with Sysco, the largest foodservice distributor in the US.
By Shula Rosen
Israeli food-tech company Oshi is swimming along, with its vegan salmon finding its way into American kitchens.
Oshi announced a distribution partnership with Sysco, the largest foodservice distributor in the US. The deal will see Oshi’s plant-based salmon stocked in five Sysco warehouses, with plans for nationwide availability through the Sysco Marketplace.
The move grants the company access to a substantial segment of the American foodservice industry, positioning its products in restaurants, hotels, and other establishments across the country.
Ofek Ron, Oshi’s CEO, said that for years, interest in the company’s salmon alternative at trade shows often faltered once buyers learned it wasn’t available through Sysco.
The strategic partnership gives the company access to 18% of the U.S. foodservice market — a massive leap forward in making delicious, sustainable seafood alternatives more accessible.
In addition to its foodservice push, Oshi recently launched direct-to-consumer sales, allowing customers to order its salmon-inspired fillets directly from the company’s website.
This expansion enables consumers to prepare Oshi’s products at home, broadening the brand’s reach beyond professional kitchens.
The company also achieved a significant milestone in early July with its first national chain rollout.
On July 4, Oshi’s plant-based salmon debuted at Veggie Grill, a well-known vegan restaurant chain, as part of its new “All American Vegan” menu. This development marks a major step in brand visibility, introducing the product to diners in multiple states.
Recognition from the advocacy group People for the Ethical Treatment of Animals (PETA) has further boosted the brand’s profile. PETA recently named Oshi among the top vegan seafood brands, highlighting its innovation in creating sustainable alternatives to traditional fish.
Founded in Israel, Oshi has positioned itself at the forefront of the plant-based seafood market, capitalizing on growing demand for sustainable, ocean-friendly protein options.
With its new U.S. distribution network, expanded consumer access, and presence in a popular national chain, the company is poised for significant growth in the American market.
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