Mid-Winter Brassica Market Report — July 2026
By Yield Australia Market Team ·
Melbourne wholesale markets are paying firm to strong prices on first-pick winter brassicas this week, with quality packed broccoli and cauliflower both attracting premiums 10-18% above the five-year median for mid-July. Market agents report that wet-weather delays through late May and June — which pushed several Werribee South, Gippsland and Northern Plains programs back 7-14 days — have concentrated supply in a way that is supporting pricing for growers with on-time programs.
What the Market Is Doing Right Now
- Broccoli (first pick) — Strong. Well-presented, tightly-domed heads commanding the premium end. Market agents advise bringing quality product in quickly before the next programme flush arrives in 2-3 weeks
- Cauliflower (first pick) — Firm. Good self-wrap is critical — poorly wrapped curd is attracting discount rather than premium. Pre-sort on-farm where possible
- Cabbage — Solid and stable. Less premium opportunity but reliable volume market
- Kale and Asian greens — Steady. Foodservice demand for kale and premium pak choy remains firm year-round
- Wombok (Chinese cabbage) — Above average. Strong demand from Asian grocery channels continues
How Long Will the Premium Window Last?
The tight-supply pricing window is driven by delayed autumn-to-winter program transitions — it's not structural. The next wave of winter programs will come through in 2-3 weeks, so if you have first-pick quality crop ready, don't wait. Talk to your market agent about direct supply opportunities and timing to maximise the current pricing environment.
Planning the Next Planting Round
For growers planning their next brassica transplant, the window for August and September transplanting is narrowing fast. Winter propagation at Yield Australia runs 5-7 weeks, so trays ordered now will be ready for late August through September transplanting. Cold-tolerant hybrid broccoli and mid-maturity cauliflower lines are the most in-demand and booking out fastest.
Call 1300 094 353 or speak to your account representative to confirm your next planting round while bench space is available. Use the Growers Calculator to model your transplant date, estimated harvest window, and cash-flow impact against current market pricing.