At the forefront of agricultural innovation, Hiroki Koga, CEO and co-founder of Oishii, is pioneering a transformation in how we cultivate and consume food. Speaking at SusHi Tech Tokyo 2025, one of Asia's premier startup conferences, Koga emphasized the critical need for technological advancements in agriculture to address global challenges.

From Tokyo to New York: A Vision Takes Root

Koga's journey began in Tokyo, where he was born in 1986. After spending his formative years in Europe and the United States, he returned to Japan to complete his undergraduate studies at Keio University. His professional path led him through consulting roles, notably at Deloitte Consulting Japan, where he focused on the pharmaceutical and biotechnology sectors. This experience sparked his interest in agriculture technology, leading him to pursue an MBA at the University of California, Berkeley.

In 2016, during his time at Berkeley, Koga co-founded Oishii with the mission to bring the essence of Japanese fruit culture to the United States. Disturbed by the emphasis on quantity over quality in American produce, he aimed to recreate the exceptional taste and quality of Japanese strawberries. By importing Omakase Berry seeds from the Japanese Alps, Koga established the first indoor vertical strawberry farm in the U.S., setting the stage for a new era in agriculture .

Vertical Farming: Merging Tradition with Technology

Oishii's approach to farming is a harmonious blend of traditional Japanese agricultural practices and cutting-edge technology. The company utilizes vertical farming techniques, allowing for year-round cultivation of strawberries in controlled environments. This method not only ensures consistent quality but also addresses issues related to climate variability and land scarcity.

Central to Oishii's success is the integration of artificial intelligence and robotics. The company employs AI-driven systems to monitor plant health, optimize growing conditions, and even automate the harvesting process. Remarkably, Oishii has achieved a pollination success rate exceeding 95% by combining data science with the natural pollination behaviors of bees .

Sustainability and Global Impact

Beyond technological innovation, Oishii is committed to sustainability. The company's vertical farms are designed to minimize environmental impact by reducing water usage, eliminating the need for pesticides, and decreasing transportation emissions through urban farming. By producing high-quality, pesticide-free strawberries in urban settings, Oishii is redefining the farm-to-table concept.

Koga's vision extends beyond the United States. He envisions a global network of vertical farms that can provide fresh, nutritious produce to urban populations worldwide. This ambition aligns with his participation in international forums like SusHi Tech Tokyo, where he advocates for collaborative efforts to revolutionize agriculture .

Challenges and the Road Ahead

Despite its successes, Oishii faces challenges common to many startups, including scaling operations and navigating regulatory landscapes. However, Koga remains optimistic. He believes that continued investment in research and development, coupled with strategic partnerships, will enable Oishii to overcome these hurdles.

In his TED Talk, Koga highlighted the broader implications of Oishii's work, emphasizing the role of food in cultural exchange and community building. He stated, "Through sharing our food, as well as the technology that makes food more sustainable and accessible for all, I truly believe that we can forge deeper connections that cross national boundaries.”

Hiroki Koga's journey with Oishii exemplifies how innovation, when rooted in cultural appreciation and technological prowess, can address some of the most pressing challenges in agriculture. As urban populations grow and environmental concerns intensify, Oishii's model offers a promising blueprint for sustainable, high-quality food production. Through events like SusHi Tech Tokyo, Koga continues to inspire a global audience, advocating for a future where technology and tradition coexist to nourish the world.