The organic food store Whole Foods has started growing its own oyster mushrooms in one of its shops in New Jersey and displaying the fungi to customers at a fresh food counter. The small farm is operated by the New York-based indoor farm Smallhold. The oyster mushrooms are started at nearby farms and moved to the lighted store display in the final stages of growth. Approx. 60 kilograms of mushrooms will be produced every week in this way. Customers can then choose between yellow, blue and pink mushrooms after they are harvested by a Whole Foods employee.