For decades, professionals in the fruit and vegetable industry have operated in a world where experience trumps textbooks, where volatility is the only constant, and where yesterday’s winning strategy becomes tomorrow’s recipe for disaster.

Freshconomics bridges the frustrating gap between classical economics and the chaotic reality of trading tomatoes, managing avocados, and surviving strawberry season.

Born from 27 years navigating the trenches of the produce trade, this groundbreaking work introduces an entirely new vocabulary for our secto from Freshmodities to the Freshmarket, from the Risk of Ruin to Quality Skimming. Author David Del Pino dismantles the myth of Perfect Competition, exposes why fruits and vegetables are anything but commodities, and reveals the hidden rules that experienced traders know but can never quite explain.

Freshconomics is not an academic textbook. It’s a survival manual for an industry that demands wisdom beyond knowledg where understanding volatility, mastering the price corridor, and cultivating the eight virtues of produce professionals can mean the difference between prosperity and ruin.

Whether you’re a grower, trader, retailer, investor or a newcomer bewildered by why «the market» behaves so irrationally, this book offers the conceptual tools, heuristics, and hard-won truths that the fresh produce industry has been waiting for.

The fruit and vegetable business finally has its own economics. Welcome to Freshconomics.