Don’t look now — the price of lettuce is soaring across the Bay Area. It’s $5.99 for a head of romaine at Country Sun Natural Foods in Palo Alto. Nearly $10 for little gem lettuce at Draeger’s Market in Los Altos.
And a whopping $10.99 for iceberg at Piedmont Grocery in Oakland. Nationwide, the average cost of a head of romaine is currently just $2.50, according to federal data. But that’s still a 47% jump from October. Produce prices can vary widely across regions and even individual stores due to a range of factors, including local seasonal growing trends and the contracts grocers can negotiate with farmers and suppliers.
Nationwide, the average cost of a head of romaine is currently just $2.50, according to federal data. But that’s still a 47% jump from October. Produce prices can vary widely across regions and even individual stores due to a range of factors, including local seasonal growing trends and the contracts grocers can negotiate with farmers and suppliers.
The reason for the spike? It’s not just inflation and supply-chain problems. Crop disease is ravaging lettuce fields in Salinas Valley — the “Salad Bowl of the World” — causing a shortage across the country. And as farmers and researchers desperately search for a remedy for the insect-spread virus, shoppers, grocers and restaurant owners are left to face the sticker shock.
“Seven dollars for a head of lettuce — iceberg lettuce, not the fancy stuff?” said Candice Schwab in disbelief as she pushed her shopping cart down the produce aisle at the high-end Draeger’s. “It’s outrageous.”
Gourmet grocery shoppers aren’t the only ones feeling the pinch. Last month, Taco Bell and Chick-fil-A warned customers they wouldn’t be able to prepare some orders due to the shortage. Panera and Chipotle also said they were impacted.
Abdul Awnallah, produce manager at the Real Produce International Market in Palo Alto, said the shortage means he’s now selling heads of romaine and iceberg for essentially the same $5 price at which he buys them. Around Thanksgiving, supply got so low the family-owned market struggled to keep lettuce in stock.
“We’re able to supply all of it (now) — it’s just the price is insane,” Awnallah said, adding he doesn’t want to burden shoppers with significantly higher costs for a produce staple. (SOURCE)
