Central California is in the final stretch of its watermelon season, with quality beginning to soften as cooler evenings arrive and volumes trailing off. Prices on watermelons were low through most of August but have firmed up in recent weeks. The region typically wraps up watermelon production around 95% by October, after which the supply focus shifts to the desert region and Mexico.
Winter squash is a different story. Most Central Valley growers are actively in production through around October 4, with steady weather in the 80s supporting good quality and demand. Pricing on squash is at normal seasonal levels in the mid-to-high teens, and program business dominates the category — with limited opportunity for non-program sellers to move volume.
Buyers planning fall promotions on squash have a narrow window before Central California transitions out and supply shifts to Nogales, Arizona. Watermelon buyers should begin preparing for the sourcing transition to desert and Mexican supply in the coming weeks.