ProducePay Releases Second Annual Volatility Report
2024 fresh produce pricing volatility reaches 118%, surpassing 2023 levels.
Los Angeles, CA – October 28, 2025 – ProducePay, the digital platform driving growth in the $1.5 trillion fresh produce industry, today released its annual Fresh Produce Industry Volatility Report.
The second release of the company’s report provides a data-driven analysis of the continued factors driving volatility in the produce supply chain and exclusive insights into the most volatile commodities.
Key Finding: Pricing volatility in fresh produce
In 2024, the fresh produce recorded an annualized price volatility of 118% at retail, with over 15 commodities surpassing 100% volatility and 10 commodities doing so at the shipping point.
ProducePay analyzed the volatility of 30 commodities using USDA price data. Cherries, limes and watermelons were among the most volatile overall.
Volatility in the produce supply chain
The 2025 edition builds on market data analysis, highlighting main drivers of volatility in fresh produce. The Report examines volatility across three critical stages in the supply chain:
- Supply: The impact of climate, production costs, and limited access to capital on growers’ ability to plan and deliver produce predictably.
- In Transit: How logistics costs and cold storage challenges affect the delivery of consistent, quality produce.
- At Market: The role of shifting demand, unpredictable pricing, and market uncertainty like tariffs is amplifying volatility.
Role of Predictable Commerce
The report emphasizes that addressing volatility requires a more predictable and collaborative approach to global produce trade. A more predictable fresh produce industry requires the stabilization of supply and demand imbalances by enabling proactive coordination among growers, marketers, and retailers.
The result is a more resilient supply chain—one in which growers secure stable pricing and capital, marketers access reliable supply and quality control, and retailers ensure year-round availability.
“The Volatility Report is a tool to help you make informed decisions, mitigate risks, and grow in an ever-changing market,” said Pat McCullough, CEO of ProducePay. “It is our contribution to a willingness to adapt, innovate, and collaborate in the face of uncertainty.”
The full 2025 Fresh Produce Industry Volatility Report is available for download at:
https://producepay.com/resources/2025-volatility-report/