California Produce Season Kicks Off, Reefer Rates Spike 43%

Key Details Tender rejection rates in Fresno, California have jumped from below 4% in early March to above 14% in less than a month, marking the highest level since June of last year. USDA produce spot rates from central California to Chicago have climbed nearly 25% over recent weeks, while general reefer spot rates on the Fresno-to-Chicago lane have surged 43% to their highest point since 2022. Why It Matters California's major spring produce harvest is now underway, with lettuce, strawberries, and broccoli shipments recently moving out of the Central Valley. Growers face time-sensitive pressure to move products quickly, creating strong demand for refrigerated capacity during peak harvest windows. Market Impact Unlike previous years when oversupply absorbed seasonal demand, the trucking market is considerably tighter this year. Produce shippers willing to pay transportation premiums are drawing capacity away from less profitable freight lanes. Carriers nationwide are gravitating toward the West to capitalize on high-paying produce loads as the bulk of the season still lies ahead. What's Ahead The refrigerated market has shown tentative stabilization since February, though it remains tight. Industry observers should monitor continued capacity shifts and rate movements as California's harvest ramps up over the coming weeks.