The Iowa Fruit and Vegetable Market Planner is an entirely new and improved version of the Leopold Center’s popular Iowa Produce Market Potential Calculator. The original tool, developed in 2005, provided a quick comparison of county- by-county and state production and consumption of 37 fruit and vegetable crops that can be grown in Iowa.

This new market planner is much more than a simple update – it is a powerful tool that allows users to explore all types of local and regional fruit and vegetable markets. Users can target specific geographic regions, consumers by age groups, and different time frames. Users also can specify product mix, from fresh off-the-farm produce to canned or frozen products. All results are shown in retail weight, which takes into account spoilage and processing losses that occur after a crop leaves the farm.