Fresh summertime commercial wholesale fruits and vegetables are profitable alternatives for Iowa's traditional corn and soybean crops. This study provides information on the cost advantage Iowa producers hold over their current competitors in 13 fresh fruits and vegetables: broccoli, snap beans, cabbage, sweet corn, cucumbers, muskmelons, leaf lettuce, green peppers, tablestock potatoes, winter and summer squashes, tomatoes, and watermelons;The study, using linear programming with grid linearization, identifies Iowa's import substitution potential in a spatial equilibrium framework. An important focus of this study was delineating the monthly marketing periods and their associated prices and quantities. In addition, three sources of information were used to identify Iowa's current suppliers of fresh horticultural produce;The study also provides information on the impact that fresh fruits and vegetables can make as a profitable alternative to the traditional but currently low profit corn and soybean crops. Lastly, the study determines how many small farms can be helped by growing these alternative crops.