The FPFC Market Report®

An Exclusive Benefit for FPFC Members

Exclusively for members, The FPFC Market Report®, 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.

  • Random weight sales drop.
    Random weight fell by 45 million pounds, fixed weight sales grew.
  • Organic vegetables outpace fruit.
    Vegetables grew in every market, fruit had mixed results.
  • Celery is a new star.
    Dollars up 33% over 2018.
  • Broccoli shows big gains in LA.
    Which commodities are performing well in other markets?

Get More from The FPFC Market Report®

Join the FPFC and Fusion Marketing for “Rest of Region,” a free webinar for FPFC members that analyzes sales data from California’s market region outside the four major markets to see what commodities deliver 23% of California’s produce dollars.


Missed the webinar?

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