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.


Download the September 30, 2018 FPFC Market Report®





Random weight loses ground.
Losses showing in all categories and all markets.

LA posts significant growth.
Gains in the Los Angeles market account for 80% of all growth statewide.

Organic growth continues to impress.
Growth in organics outpaced conventional by 4.6 points.

Seasonality impacts consumer choice.
Gourds grow in Northern California, corn in Southern California.




Download the September 30, 2018 FPFC Market Report®

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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