Shoppers may soon be loaning grocery money to sea buckthorn berries, and other exotic 'super fruits'

Could the juicy, red pomegranate be at the end of it’s reign as America’s ‘super fruit’ of choice? (Photo by Shelby Steward on Flickr)


Taking the seeds out of a pomegranate is a long and messy process (editor’s note: there are still juice splatters around my kitchen from an attempt earlier this week). Therefore it should be no surprise that many people have tried to capitalize on the so-called ‘super fruit’s’ popularity.

At a New York City Fairway, $5 will get you a loosely packed half pound container of the tart and chewy seeds. A $3 fruit, sold a few feet away, will earn you double that. But with the whole fruit you need to loan the time and clean hands to the process.

The biggest money maker of the pomegranate fad of the 2000s is POM Wonderful. A 16 Oz bottle of the popular juice costs around $11. The brand as also added millions to the coffers of the company’s billionaire owners and had put the once unknown fruit on the map in recent year.

But Time Magazine says, “Move over pomegranate, it’s pitaya time,” referring to a sweeter, pink shelled fruit native to South and Central americas. Time argues that the pomegranates reign may soon be over, continuing, “A wave of exotic fruits exploding with nutrients and antioxidants is hitting produce shelves, and it’s worth getting to know them better. Varieties like ligonberry and schizandra berry are making their way into the market in hopes of becoming the next health hero, and others, including baobab, mangosteen, sea buckthorn berry aren’t far behind.”

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