This is the latest installment of The Packer’s Market Crush, a series featuring retail produce purveyors who are crushing it when it comes to dynamic displays that drive shoppers to buy. You can view other Market Crush stops through the map at the bottom.

AUSTIN, Texas — While I’m forever on the hunt for new and novel produce varieties and dazzling displays, the first produce department I ever fell in love with — as a teenager, no less — remains my favorite.

Central Market, owned by San Antonio-based H-E-B, is beloved by many for its immersive shopping experience, gourmet treasures and off-the-rails seasonal promotions. With only 10 stores, this crown jewel mini chain within the H-E-B empire executes thoughtful and innovative programs, catering to the food obsessed. As delightful as the entire store shopping experience is, produce is where Central Market really shines.

Fresh black-eyed peas, Brussels sprouts on the stalk, overflowing displays of exotic mushrooms and a produce butcher counter — if you’re a fruit and vegetable nerd, there’s a lot to love within the expansive aisles of produce.

The first time I explored Central Market’s South Lamar produce department as a teenager, I was blown away with the colors, selection and one-of-kind finds. When exploring the department today, I still get an excited buzz strolling into produce, curious at what unexpected find or innovative display awaits.

Sea of selection

Step up to the plant-based butcher shop

Produce y más: Cross-merchandising brilliance

More Market Crush

Check out our market visits worldwide on the map below. Zoom and click on a location to view a link to its own page. You can also view the map in a larger window by clicking “Open Map” in the bottom right. (And don’t forget to send location suggestions to us at news@thepacker.com!)