Market Minute: Stronger lettuce demand accelerating retail pricing

When consumers do their current grocery shopping, they may be taken aback when seeing the lettuce prices. After all they do not know anything about the markets and how prices are established based on crops.

Consumers are mainly interested in two things: shopping for items they want and getting through the checkout fast. And during these inflationary days, prices are on top of their minds. So when they were used to purchasing lettuce at the near average price routinely, a much higher price could rattle them.

But product lines are always within the supply-and-demand rule. And currently, lettuce demand is greater than the supply level. This is due to the lettuce crop experiencing an unsettled gap.

Iceberg Lettuce: Demand exceeds supply. Pricing has increased as volume is lighter. The desert deal is all but finished.

Romaine Lettuce: Good supplies, but that could change. An active demand is starting to elevate pricing.

Leaf Lettuce: The market is very active, and the demand is likely rising because of the Iceberg prices. Leaf quality is good with a lighter weight.

Consumers will be looking for lower lettuce pricing. When the supply is boosted and costs decrease, be first to promote lettuce in your ad program. But work with your suppliers to get more information and pricing.

Ron Pelger is a produce industry adviser and industry writer. He can be contacted at 775/843-2394 or by e-mail at [email protected].