A celebrity supermarket is selling melons for $400 (£298) a piece.
Farm & Forage Market specialises in a whole host of high-end products that attract strong demand from the rich and famous.
But their most popular offering by far is the $400 ‘musk melon’.
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The musk melon is known in Japan as “the king of fruits” and is frequently presented as gifts, as is customary in the Land of the Rising Sun.
It is often linked to the more widespread cantaloupe and honeydew varieties, but is far sweeter and juicier.
During the growing process, farmers in Japan are said to monitor the fruit’s temperature, water levels, and sunlight with great care.
Each vine is usually limited to one or two fruits to concentrate sweetness.
They are also hand-pollinated and individually nurtured – and some even get massages.
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The ones that finally go on sale are perfectly shaped and symmetrical.
And as the small batches mean the melons are in limited supply, high demand from elite buyers and gourmet markets have driven up the prices.
In a clip shared to TikTok, Farm & Forage Market shared an insight into their amazing melons.
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The video showed the carefully packaged fruit being opened up.
Glistening seeds could be seen inside.
The grocery store is located in the Hamptons, New York.
With a luxurious and relaxed vibe, the area is known for its oceanfront mansions, chic farmhouses, and sprawling estates, as reported by What’s The Jam.
The popular store also sells more traditional luxury items including caviar and truffles.
But the $400 melon has quickly become both the star of the show and a symbol of just deep shoppers’ pockets will go for a taste of luxury.
