Oshi secures $3 million, launches whitefish as sales surge

Oshi is getting a fresh vote of confidence at a moment when much of alternative protein has cooled: the plant-based seafood company secured a $3 million strategic investment from one of Latin America’s largest seafood manufacturers, opened a community round on Wefunder starting at $250, and launched a whitefish line designed to widen its appeal beyond salmon.

The financing comes with a stronger commercial story than the sector’s earlier, more speculative raises. Oshi said revenue grew fourfold year-over-year, and its plant-based salmon expanded to more than 100 restaurant menus within 12 months of pilot launch. That traction helped set up a broader push in the United States, where the company said it was preparing a 686-door retail rollout in 2026 with support from KeHE and UNFI, alongside retail partners including Lassens, Mother’s Market and Earthfare.

The whitefish launch is the clearest signal that Oshi wants to compete on species familiarity, not just category novelty. Developed over 18 months, the product is meant to mimic the delicate, flaky texture of traditional whitefish, and Oshi says its plug-and-play manufacturing model has cut production costs by more than 80 percent. That cost drop matters in a segment where premium positioning has often collided with weak repeat purchase and limited retail velocity. A species-specific product with a clearer cooking profile may be easier for grocers and foodservice operators to place in cold cases and on menus than a broad vegan-seafood lineup.

The company has been building that distribution base for months. In May 2025, Oshi expanded into direct-to-consumer sales after previously leaning mainly on foodservice. By July 2025, it had secured national distribution through Sysco, with its plant-based salmon stocked in five Sysco warehouses and slated for the Sysco Marketplace. Oshi also named Neat Burger, Veggie Grill and City Roots among the restaurants carrying its products, a footprint that suggests the brand has moved beyond test kitchens and toward repeatable channels.

Ofek Ron, Oshi’s chief executive, framed the investment as a signal that plant-based seafood belongs in the food-security conversation. Björn Öste, the Oatly co-founder and Oshi investor, said plant-based fish was a “brutally tough challenge,” but that Oshi’s execution and proprietary production process changed his mind. Formerly known as Plantish, the company rebranded in 2023, and its latest raise now reads less like a bet on a buzzy category than on a business proving it can sell, scale and diversify species at the same time.