Since 1961 world vegetable consumption and production have been increasing steadily at annual average growth rates of 3.24 % and 9.29 % respectively. Tomatoes represent the largest annual world production volume with an average share of 62% followed by carrots (13 %), lettuce (10%), cauliflower (8%), spinach (6%) and onions (2 %). The study estimates the full Almost Ideal Demand System (AIDS) and provides an in-depth analysis of fresh vegetables in the Dallas-Ft. Worth metropolitan area, which is largest market for Northeast Texas producers. The study estimates expenditure and price elasticities using AC Nielsen Homescan consumption data on carrots, cauliflowers, lettuce, onions, spinach, tomatoes, and precut salad mix. It is critical for vegetable growers and agribusinesses to understand the substitution patterns among different types of vegetables as well as current production and consumption trends at the retail level. A discussion about how various types of fresh vegetables perform at the retail level is presented. Several cases of substitutes and complements fresh vegetables were identified. Our disaggregated analysis may help producers better identify products that are highly marketable in the area. Our results may also provide insight in determining which fresh vegetables are most profitable for local producers.