UNITED STATES - The celery market is showing mixed conditions across major shipping regions, with moderate demand and generally light supplies influencing pricing, according to the USDA’s National FOB Review. While some districts remain steady, others are trending slightly lower, with a wide range reported in price, quality, and condition.

In Santa Maria, California, demand is moderate and the market is about steady. Cartons 2 dozen are mostly trading between $46.50–$48.55, with a wider range reported from $45.55–$50.55. Cartons 2½ dozen are moving at similar levels, mostly $46.50–$48.45, with occasional higher and lower pricing noted.

The Oxnard District continues to report light supplies, with demand remaining moderate and the market slightly lower. Cartons 2 dozen and 2½ dozen are mostly trading in the mid-to-upper $60 range, largely $64.55–$67.75, with some lower trades reported in the high-$50s. Hearts in 18-count film bags are generally moving between $65.50–$68.75, with a broader range extending higher.

In Western Arizona, supply remains light with demand moderate and markets about steady. Organic celery cartons 2 dozen and 2½ dozen are mostly priced between $62.00–$64.00, with occasional higher and lower trades. Organic hearts continue to move with limited availability.

Across the Imperial and Coachella Valleys in California, Central and Western Arizona, and Mexico crossings through Calexico and San Luis, celery supplies are also reported as light, with markets slightly lower. Cartons 2 dozen and 2½ dozen are mostly trading between $64.55–$67.75, with occasional lower pricing. Hearts cartons in 18-count film bags are largely priced in the mid-to-upper $60 range.

Overall, celery pricing reflects a market shaped by light supplies and regional variability, with pricing differences tied closely to district, pack style, and condition.

ANUK will continue watching how regional supplies and condition trends influence celery markets moving forward.

UNITED STATES - The apple market remains steady overall, with moderate demand and generally stable pricing across major producing regions, according to the USDA’s National FOB Review on January 7, 2026. While supplies vary by variety and region, most categories are holding firm, with premium varieties continuing to command higher price points.

In Michigan, demand is moderate with steady markets reported across core varieties. Fuji, Gala, and Golden Delicious in U.S. Extra Fancy 12/3-lb film bags are mostly ranging from $19.00–$26.95, while tray packs generally fall between $20.00–$32.95 depending on variety. Honeycrisp continues to lead the market, with film bags mostly at $34.95–$45.95 and tray packs largely between $40.95–$52.95, with occasional lower pricing noted.

In New York, pricing trends remain firm with moderate demand. Honeycrisp again sits at the top of the market, with 12/3-lb film bags mostly at $44.50–$56.00 and tray packs ranging from $45.00–$60.00 across size grades. Gala, Fuji, and McIntosh film bags are generally trading in the mid-$20 range, while Empire and Ginger Gold remain more moderately priced.

The Appalachian District (MD, PA, VA, WV) is seeing steady markets with good consistency across Fuji, Gala, Golden Delicious, and Red Delicious. Film bags are largely ranging from the low-$20s to upper-$20s, while tray pack pricing varies by size, with smaller counts trading lower and larger sizes commanding premiums. Honeycrisp® tray packs are mostly in the upper-$40s to $50.00 range.

In Washington’s Yakima Valley and Wenatchee District, supplies are moderate overall, with Golden Delicious reported as light. Demand is moderate, with higher pricing noted for Red Delicious 72–80s and Gala 88s, while larger Gala sizes are trending lower. Pricing across varieties shows a wide range by size and appearance, with Honeycrisp maintaining premium levels and other varieties trading steadily.

Overall, the apple market remains balanced, with moderate demand supporting steady pricing across regions and varieties. Premium varieties such as Honeycrisp continue to anchor the high end of the market, while core varieties provide consistent value.

ANUK will continue to monitor how regional supplies, sizing, and demand influence pricing in the weeks ahead.

ANAHEIM, CA - Produce has joined the conversation, and it’s about time.

Finally, produce branding is getting noticed outside of our industry! Our brands are showing up in the same podcasts and platforms as CPG brands and tech brands.

I listen to a podcast called The Best One Yet (TBOY). Each day, the TBOY hosts, Jack Crivici Kramer and Nick Martell, discuss “the top pop business stories.” Their reports focus on the hottest business stories and trendiest brands. Netflix’s move to buy Warner Bros? Poppi selling to Pepsi? These guys cover it.

Recently, their attention has turned to produce.

They’re not talking about our recalls, “dirty dozen” lists or shortages. They’re talking about brands.

This is exciting because TBOY doesn’t exist to flatter the produce industry. Their raison d'être is tracking what’s culturally relevant in business.

In October, Crivici-Kramer and Martell reported on the rise of dates and date sugar as a true natural sugar alternative, highlighting the branding of date growers like Joolies.

They also talked about Fruitist and how their only item, jumbo blueberries, highlighting their “main character energy.” They also covered how consistent quality and eating experience are driving loyalty in their produce brand.

How has it taken this long? Is it because we have taken this long to learn how to tell our story?

For years, we’ve defaulted to how something is grown or where it’s grown or why it’s good for you. All true. All important. None of it is enough to cut through the thousands of messages we’re exposed to daily. How do we find the sexy angle?

Brands that break through understand you need to stand for something unique and appealing. And when you tell people what you stand for, you need to break the expected patterns.

The Fruitist and Joolies are doing a great job at this. They’re talking like brands instead of produce growers. Market watchers and tastemakers who are far removed from our industry are noticing. TBOY confirms it. Branding does matter.

Telling your story does matter.

Consumers and market watchers don’t owe us their attention. If we want to earn it, we really do need to rethink everything.

• The way we talk about it.
• Why we talk about it.
• Who we’re talking to.
• What reaction we really want.

Look at what Equifruit is doing as a Fairtrade-certified banana importer—I can’t wait for the day TBOY talks about them. They’ve built a mission-based brand, a tribe of “banana badasses” who are challenging consumers and retailers to rethink prices and business practices.

Produce needs bold stories, provocative ideas and unforgettable innovations. TBOY didn’t discover produce on their own. Produce gave them something worth talking about.

A challenge for our industry: If we want to be part of a broader conversation around food and business, the produce industry can’t play by the same old rules.

We need creative storytelling that builds consumer loyalty. We need attention-grabbing PR. We need to step up and get people talking about produce by telling better stories.

We need to take more risks.

Because when we do, people listen.