Wholesale produce prices today
Wednesday, October 28, 2026 · USDA terminal market prices, updated every market evening
Avocados and celery are firming at Hunts Point, while tomatoes, broccoli and iceberg lettuce are softening. Onions, limes and potatoes are high for the season with no relief in sight.
What to do today
▲ Firming
Lock price with your supplier and get customer quotes out before it moves. Buy a few days deeper only on items that keep.
▼ Softening
Stay on the open market and keep inventory tight. Don't lock price at today's level.
High for the season
No relief in sight. Price quotes to cover it and look at other counts or packs.
Good value
Cheaper than most years at this time. A good item to feature on specials.
Supply news
From this week's USDA shipping-point and shipment reports.
- LemonsShipping points lower on some packs in Central and Southern California and Arizona (Oct 27). Mexico via Texas: too little supply to quote. Shipments 26% below last year.
- StrawberriesShipping points higher in Salinas-Watsonville, CA and Santa Maria, CA (Oct 27). Oxnard, CA: too little supply to quote. Shipments 21% below last year.
- BroccoliShipping points higher on some packs in Santa Maria, CA (Oct 27). Shipments 27% above last year.
- CarrotsShipping points higher on some packs in Guatemala imports via South Florida (Oct 27). Shipments 26% above last year.
- Romaine lettuceShipping points slightly lower in Salinas-Watsonville, CA (Oct 27). Shipments 19% below last year.
All prices, New York (Hunts Point)
Strawberries and broccoli are firming in Los Angeles, while iceberg lettuce and romaine lettuce are softening. Onions, cucumbers and potatoes are high for the season with no relief in sight.
What to do today
▲ Firming
Lock price with your supplier and get customer quotes out before it moves. Buy a few days deeper only on items that keep.
▼ Softening
Stay on the open market and keep inventory tight. Don't lock price at today's level.
High for the season
No relief in sight. Price quotes to cover it and look at other counts or packs.
Good value
Cheaper than most years at this time. A good item to feature on specials.
Supply news
From this week's USDA shipping-point and shipment reports.
- LemonsShipping points lower on some packs in Central and Southern California and Arizona (Oct 27). Mexico via Texas: too little supply to quote. Shipments 26% below last year.
- StrawberriesShipping points higher in Salinas-Watsonville, CA and Santa Maria, CA (Oct 27). Oxnard, CA: too little supply to quote. Shipments 21% below last year.
- BroccoliShipping points higher on some packs in Santa Maria, CA (Oct 27). Shipments 27% above last year.
- CarrotsShipping points higher on some packs in Guatemala imports via South Florida (Oct 27). Shipments 26% above last year.
- Romaine lettuceShipping points slightly lower in Salinas-Watsonville, CA (Oct 27). Shipments 19% below last year.
Signs of a move
Patterns that came before a price move at least two times in three over the last 10 years. They only show here when one appears.
- ▼ Iceberg lettuce likely to ease next weekUSDA's market reporters in Los Angeles are calling it lower (“Market slightly lower”).This sign was right 46 of the last 61 times.
All prices, Los Angeles
Avocados, strawberries and celery are firming in Chicago, while tomatoes, broccoli and iceberg lettuce are softening. Carrots, onions and potatoes are high for the season with no relief in sight.
What to do today
▲ Firming
Lock price with your supplier and get customer quotes out before it moves. Buy a few days deeper only on items that keep.
▼ Softening
Stay on the open market and keep inventory tight. Don't lock price at today's level.
High for the season
No relief in sight. Price quotes to cover it and look at other counts or packs.
Good value
Cheaper than most years at this time. A good item to feature on specials.
Supply news
From this week's USDA shipping-point and shipment reports.
- LemonsShipping points lower on some packs in Central and Southern California and Arizona (Oct 27). Mexico via Texas: too little supply to quote. Shipments 26% below last year.
- StrawberriesShipping points higher in Salinas-Watsonville, CA and Santa Maria, CA (Oct 27). Oxnard, CA: too little supply to quote. Shipments 21% below last year.
- BroccoliShipping points higher on some packs in Santa Maria, CA (Oct 27). Shipments 27% above last year.
- CarrotsShipping points higher on some packs in Guatemala imports via South Florida (Oct 27). Shipments 26% above last year.
- Romaine lettuceShipping points slightly lower in Salinas-Watsonville, CA (Oct 27). Shipments 19% below last year.
All prices, Chicago
Since going live, 82% of 651 price forecasts landed inside their range. See the full track record