This study evaluates regional economic impact gains that might accrue if the region were to increase its fresh fruit and vegetable production to accommodate local or regional demand. The study region is composed of 10 counties: Adair, Adams, Audubon, Cass, Guthrie, Harrison, Mills, Montgomery, Pottawattamie, and Shelby. This area includes some of Iowa’s most rural areas, yet it also is strongly influenced by the metropolitan reach of Omaha and Council Bluffs to the west and Des Moines on the east, which also serve as potential markets.