. >> reporter: ann gentry feeds her family fresh or organic foods. >> most of our diet is made up ofetables, fruits and whole grains. >> reporter: she runs a successful vegetarian restaurant in los angeles. produce is her passion. when prices grow, gentry feels it. >> i try to shop wiser. i'm going to more stores now than i did before. >> reporter: these days she noticed a spike on everything before celery to strawberries and she is not alone. >> the prices keep going up. >> reporter: nationwide, watermelon is up 90%, green peppers up 109% and tomatoes almost 200%. blame it on mother nature bringing citrus growers a florida freeze, heavy rains in california and mexico, and the earthquake in chile disrupted imports of grapes, apples and plums. >> this is a once in a decade type situation. we got thrown a lot of serve balls all at once. his family has been in the market for generations. >> it's very hard to find good quality. >> reporter: roberts is raising prices just enough to break even. he is worried he may have to close the shop opened by his grandfather. >> right now we are hangi