A recent study by the Institute for Retail and Consumer Goods Research (ΙΕΛΚΑ) analyzes the elements that determine the pricing of fruits and vegetables, as well as the supply chain in Greece. The research indicates that the main sales channel is farmers’ markets, accounting for approximately 50% of sales, followed by supermarkets. Key findings reveal that production costs are significantly influenced by logistics, labor, and taxes, with prices having increased markedly over the past four years. The study anticipates no major reductions in costs due to various market complexities.