A content creator is getting accused of posting rage bait after she recorded a video of herself eating a $19 strawberry from Erewhon.
Alyssa Antoci (@alyssaantocii) said she recently visited the California-based supermarket to get her hands on a strawberry the store is selling for $18.99.
But as grocery prices increase, why would one creator get on TikTok and share news of her newly purchased strawberry?
Who is the now-viral content creator?
Antoci is influencer with 214,000 followers. There’s a LinkedIn profile for an Erewhon “social media manager” named Alyssa Antoci in the Los Angeles area. However, an Erewhon spokesperson told the Daily Dot that Alyssa is not a social media manager for Erewhon, nor is she employed by the company in any capacity. They say she’s part of the “extended family.”
Antonci has revealed in the past that she’s related to the people who own it.
According to a 2023 article from the Hollywood Reporter, the current owners of Erewhon are Tony and Josephine Antoci. The family bought the last remaining Erewhon store in 2011. Per the write-up, they purchased it from the widow of Tom DeSilva, who had bought the brand in bankruptcy in 1979.
From there, the Antoci family developed the brand into a chain of upscale supermarkets.
The Hollywood Reporter doesn’t mention Alyssa Antoci by name—only revealing the family’s patriarch and matriarch (Tony and Josephine). It also mentioned the Antoci’s eldest child, Alec, and their youngest daughter, Maddy.
But according to some eagle-eyed Redditors, Alyssa Antoci isn’t too far away from all the action. Someone in the r/LAinfluencersnark subreddit claimed that Tony is her uncle, and the content creator’s father also works for the grocery chain.
“It’s her uncle’s company but her dad works there as well,” the Redditor wrote. “She has an agent and makes most of her money from social media.”
So, what’s up with those Erewhon strawberries?
Alyssa Antoci recorded herself nibbling on the strawberry, which she said goes for $19 at Erewhon. The “organic single berry,” she said, was imported from Kyoto, Japan.
An Erewhon spokesperson shared with the Daily Dot that its vendor, Elly Emai from Kyoto, said that its “strawberries are grown at a farm called Anhay in ToChiGi Prefecture, which is known as ‘Strawberry Kingdom’ ToChiGi strawberries are considered the best in Japan / World.”
“The $19 cost per strawberry is the same price as what you would pay in Japan or less. (The japanese Yen is at an all time low and we’re getting lower rates for introducing new markets to farmers),” according to the vendor.
“It’s, like, the best-tasting strawberry in the entire world,” Alyssa Antoci said before taking a bite.
The content creator showed viewers her opening of the berry, which she noted was sitting “in a little tray.”
Then she took her first bite—and it’s fair to say she was impressed with the fruit.
“That’s crazy,” she said.
Then she turned to her father, saying, “Dad, that is the best strawberry I’ve ever had in my life.”
Still, she expressed some shock at the cost. After all, a one-pound package of berries from a store such as Walmart can cost as low as $3.
An Erewhon spokesperson told the Daily Dot that “the strawberry has been available in select stores for the past two weeks and is nearly sold out. However, we will be restocking soon, and it will be available at our Santa Monica, Beverly Hills, and Pasadena locations.”
@alyssaantocii insane
♬ original sound – lyss
Viewers express shock at berry’s high cost
In the comments section of Alyssa Antoci’s clip, viewers shared how they really felt about the nearly $20 strawberry.
“If I dropped $20 on a strawberry, I’d probably convince myself it was the best one I’ve ever tasted, too,” one woman wrote.
“That’s a $1.99 strawberry from a farmer’s market, wrapped in Lunchable packaging,” another quipped.
“This is so dystopian,” a third viewer said in horror.
Others couldn’t believe Erewhon got away with selling such an expensive piece of fruit. But it shouldn’t be too shocking that it did. The grocery store is known for its celebrity clientele and expensive prices.
“Who else thinks Erewhon is a social experiment to see what some people will spend on?” one commenter asked.
“Erewhon was 100% started by a group of uni students who wanted to run a social experiment on consumerism. They ended up accidentally creating a successful grocery so now they just watch and laugh,” another wrote.
“Erewhon is honestly so embarrassing,” a third user said.
The Daily Dot has reached out to Alyssa Antoci via TikTok comment.
This story has been update to include comments from Erewhon. This story has also been updated to reflect the correct year Tony and Josephine purchased Erewhon.
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