Björn Öste, co-founder of Oatly I’ve spent decades building a category-defining company in plant-based foods, taking Oatly from a niche idea to a global leader by winning on taste, functionality, and brand. That experience has made me both optimistic about the category—and very skeptical of how hard it is to get right. I first met Ofek Ron in 2022 and later that year tasted Oshi’s earliest prototypes. To be honest, I initially tried to talk him out of it. Plant-based fish is an even tougher challenge than dairy, and very few have come close to cracking it. What changed my mind has been Ofek’s execution. He has shown a rare combination of technical ingenuity, persistence, and the ability to build a truly strong team around him. Oshi hasn’t just developed a compelling product; they’ve built a differentiated production process with proprietary equipment that gives them a real edge. That’s the kind of foundation required to create a lasting company, not just a product. Since then, I’ve followed their progress closely, including their US launch, where they’ve outperformed most plant-based protein and seafood analogs I’ve seen. That level of early market validation is hard to ignore. I believe the plant-based seafood category will become increasingly important as overfishing, microplastics, PFAS, and other contaminants continue to challenge traditional seafood. The opportunity is significant—but only for companies that can truly deliver on taste, texture, scalability, and brand. Oshi is one of the few I’ve seen that has a real shot at doing just that.