Wholesale Produce Pricing: NC Terminal Market Explained
How to read the daily USDA NC terminal report, what wholesale price ranges include and exclude, and when to price above them.
The USDA Agricultural Marketing Service publishes daily wholesale pricing for the six major US terminal markets. For Southeast farms, the Atlanta and Columbia (SC) reports are the reference — but the numbers aren't what most farmers assume they are.
What the report actually measures
Terminal prices are what jobbers and wholesalers pay at the terminal— after the product has been shipped, unloaded, and graded. That includes freight, handling, and the wholesaler's cost. Your FOB farm price is typically 20–35% below the terminal number.
How to read a line
"TOMATOES 25-lb ctns lse mostly medium-large sz vine ripes 15.00–17.00 few 18.00" means: 25-lb loose cartons of medium-large vine-ripe tomatoes cleared at $15–17, with a few premium lots at $18. "Few" means low volume — not the market price.
When to price above the report
- Certified organic: +40–80% typical premium.
- Regionally identified / farm-branded: +10–20%.
- Off-window supply (early or late): variable, sometimes 2×.
- Contracted volume commitments: flat price, discounts terminal risk.
When to price below
- Off-grade or #2 fruit — 40–60% of #1.
- New buyer, opening order — 5–10% below to earn the account.
- Extreme oversupply weeks (Aug tomato flush) — price to move, not to hold.
Run this in BAU, not a spreadsheet
The planner, calculator, and buyer marketplace are included on every plan.