Freshconomics is not an academic textbook. It’s a survival manual for an industry that demands wisdom beyond knowledge—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.