Spring produce shifts

Spring produce is showing up in markets, but the spring push in grocery ads is shrinking. (ams.usda.gov) The U.S. Department of Agriculture said on April 17 that major grocery retailers ran 245,848 produce ads for the April 11-23 period, down 6% from 262,308 a week earlier and 22% below 313,925 in the same week last year. The agency said strawberries, mangos, cantaloupes, pineapples and grapes were “plentiful” in those circulars. (ams.usda.gov) USDA’s weekly breakdown put fruit at 136,165 ads, or 55% of the total, while vegetables accounted for 78,832 ads, or 32%. Prices moved unevenly: pineapples were up 32% from a year earlier and white seedless grapes were up 27%, while avocados were down 38%, blackberries down 16% and raspberries down 10%. (ams.usda.gov) That split helps explain why shoppers can see spring fruit on shelves and still find fewer spring-themed deals in store flyers. FreshPlaza’s April 17 retail roundup, based on the USDA ad survey, described the market as one where spring produce ads were declining even as fruit prices showed mixed trends. (freshplaza.com) Local markets are showing the seasonal shift more directly. In Oroville, California, the Oroville Mercury-Register reported on April 21 that strawberries were back at Blossom Market despite spring rain, with vendors selling fruit and other seasonal goods from outdoor booths. (orovillemr.com) Farmers markets also run on a different timetable than chain-store promotions. Downtown Oroville’s certified farmers market is scheduled to start its Wednesday and Saturday season on April 22, adding another outlet for local produce as spring harvests build. (butte365.com) The weekly grocery ad report measures circulars and digital promotions at more than 30,000 stores, not total availability in the field or at open-air markets. Produce Market Guide, which uses USDA Specialty Crops Market News data, says the survey covers more than 400 retailers and more than 250 produce items. (producemarketguide.com) Strawberries show why the picture can look uneven from one place to another. FreshFruitPortal reported on April 21 that U.S. strawberry prices had surged earlier in 2026 after weather problems cut shipments in California and Florida, and that prices began easing as California volumes ramped up later in the season. (freshfruitportal.com) For shoppers, that means the best spring value may not appear in a national circular first. The fruit is arriving, but the bargains are showing up unevenly — one ad, one stall and one market at a time. (ams.usda.gov)