The photo was taken by BBC reporter Ricardo Senra and went viral on Twitter in his home country, Brazil, with 100,000 shares: a jackfruit on sale for £160 ($218) in Borough Market, one of the largest and oldest food markets in London.
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The over-the-top price tag has shocked Twitter users, with many joking they would fly to Britain to become "multimillionaires" by selling jackfruits.
After all, fresh jackfruits can be found in many parts of Brazil for the equivalent of $1.10 (81p)each, and are similarly affordable in many other tropical countries.
They can even be picked for free from the trees in many places, but the vast majority - at least in Brazil - are left to rot on the streets.
So what explains charging such a high price for a single fruit, considered "exotic" by some consumers? And why has the international demand for it grown recently?
First of all, it is important to remember a basic rule: the point of sale impacts the price - and this applies to any product.
"Even in Brazil, the price of jackfruit varies. There are places where it is possible to pick it from the tree for free. In others, it is extremely expensive," Sabrina Sartori, CEO of Estancia das Frutas, an orchard that houses 3,000 fruit species in Sao Paulo state, has told the BBC.
Also, jackfruit is unable to be grown commercially in colder countries like the UK.