Israeli vegan salmon enters U.S. market through major distribution deal

Israeli food-tech startup Oshi is making waves in the United States with its plant-based salmon, now reaching American restaurants, hotels, and households through a new partnership with Sysco the country’s largest foodservice distributor.

Under the agreement, Oshi’s vegan salmon will be stocked in five Sysco warehouses initially, with nationwide availability planned via the Sysco Marketplace platform. The deal opens access to 18% of the U.S. foodservice market, a leap that CEO Ofek Ron says overcomes a key barrier: “For years, buyers loved our product at trade shows but couldn’t get it through Sysco. Now that’s changing.”

Alongside its foodservice push, Oshi has launched direct-to-consumer sales via its website, allowing customers to prepare the company’s salmon-inspired fillets at home. The brand also achieved its first national chain rollout on July 4, debuting on the “All American Vegan” menu at Veggie Grill locations across multiple states.

Recognition from People for the Ethical Treatment of Animals (PETA) which named Oshi among the top vegan seafood brands has bolstered its reputation for innovation in sustainable protein alternatives. The company emphasizes that its products offer an ocean-friendly option without sacrificing flavor or texture.

Founded in Israel, Oshi is positioning itself as a leader in the growing plant-based seafood market, aiming to provide both chefs and consumers with a delicious, sustainable alternative to traditional fish. With its expanded U.S. distribution network, consumer access, and presence in a popular national chain, the company is set for strong growth in America’s booming vegan food sector.

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