The FPFC Market ReportĀ®


The FPFC Market Report® is an exclusive benefit for FPFC members.  It provides a quarterly benchmarking tool that allows you to determine your sales performance against the backdrop of the entire state, specific regions and other products.







Produce sales hit state-wide highs.
Los Angeles market contributes more than 50% of growth.

Fixed-weight is a driving force.
All growth in San Diego came from fixed-weight.

Is the kale honeymoon over?
Volume has dropped in every market.

Prices drop on asparagus
Northern California markets see increased dollar and volume sales.



Click Here to Download the 12/31/17 Market Report

Click Here for Previous Reports



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2017--Looking for Trends

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The FPFC Market Report® is only available from the FPFC.
And it's only available to members.

Each quarter, FPFC members will have access to data collected statewide and from four California markets:

  • San Francisco (Alameda, Contra Costa, Marin, San Francisco, San Mateo and Santa Clara Counties)
  • Sacramento (El Dorado, Placer, Sacramento, San Joaquin and Yolo Counties)
  • Los Angeles (Los Angeles, Orange, Riverside and San Bernardino Counties)
  • San Diego (San Diego County)


Each issue of The FPFC Market Report® compiles 13-week and 52-week sales data on all items recorded under the vegetable and fruit categories.

  • Fruit/Vegetable/Other share of total produce dollars
  • Average weekly dollars in produce sales
  • Fixed-weight vs. random weight sales
  • Organics sales
  • Performance in key fruit and vegetable categories
  • Trend comparisons