Broccoli Market Firms as Light Supplies Support Higher Pricing

UNITED STATES - The broccoli market is trending firm to slightly higher across major producing regions, with moderate to good demand and lighter supplies supporting pricing, according to the USDA’s National FOB Review on January 21, 2026. While conditions vary by district, crown cuts are generally anchoring the higher end of the market, particularly where supplies are tight.

In California’s Imperial, Coachella, and Palo Verde Valleys, demand is moderate, and markets are higher. Bunched broccoli in 14-count cartons is ranging from $22.75–$27.45, mostly $24.75–$26.75, with occasional higher and lower prices reported. Crown cut 20-pound cartons are showing a wide range from $20.00–$29.55, mostly $27.00–$29.00, with sporadic higher and lower quotes.

Santa Maria, California, is reporting moderate demand with markets about steady. Pricing shows a wide range due to variability in quality and condition, with extra services included. Bunched 14-count cartons are trading between $14.00–$16.00, mostly $15.00–$16.00, with occasional higher pricing. Crown cut 20-pound cartons are ranging from $20.25–$27.50, mostly $20.25–$22.95. Short-trim crown cuts are higher overall, ranging from $23.95–$27.50, mostly $23.95–$26.55.

In California’s South and Central Districts, supplies are light with moderate demand and markets holding about steady. Organic broccoli continues to command strong premiums. Organic bunched 14-count cartons are ranging from $22.00–$41.00, mostly $35.00–$37.00. Organic crown cut 20-pound cartons are trading between $32.00–$44.00, mostly $35.00–$38.00, with occasional higher and lower prices noted.

Western Arizona is reporting fairly light supplies and fairly good demand, with markets slightly higher. Pricing shows a broad range with extra services included. Bunched 14-count cartons are ranging from $22.85–$28.75, mostly $23.75–$26.45, while 18-count cartons are trading from $23.35–$29.25, mostly $24.25–$26.95. Crown cut 20-pound cartons are ranging from $25.85–$31.55, mostly $27.85–$30.75, with a few higher quotes up to $32.55. Short-trim crown cuts are higher overall, ranging from $28.85–$33.55, mostly $28.85–$31.75.

At Mexico crossings through Texas, supplies are light with good demand and markets slightly higher. Crown cut short-trim 20-pound cartons are ranging from $20.00–$26.00, mostly $24.00–$26.00, with occasional higher prices and a few listings up to $28.00.

Overall, the broccoli market remains very firm, supported by lighter supplies in multiple regions and strong demand. Crown cuts and organic offerings continue to lead pricing, while bunched product shows more variability by district.

ANUK will continue to monitor how supply levels, quality, and regional transitions influence pricing in the weeks ahead.