This paper examines the forces that affected the Northeastern fresh tomato supply in the post-WWII period. A simultaneous equation model is developed which incorporates a composite price expectation model, supply response, and factors affecting regional price. Findings reveal that data are consistent with the Rational Expectation Hypothesis. Urban pressure played a major role in shifting supply response while shipments from competing areas had a modest impact on regional production or price. The positive elasticity of producers' revenue with respect to local production highlights the aggregate benefits of increasing yields.