THE price of fresh produce in Victoria is expected to soar from 2014, when wholesalers face big rent increases and a lack of space at the new $600 million fruit and vegetable market in Epping.

While average rents will rise by 65 per cent at the new complex, many traders said they faced a twofold increase in costs if they moved to smaller stands at Epping, which would be passed on to consumers.

Illustration: Matt Golding.

''We'll have to put those costs back to the client. What choice do we have?'' said Sculli & Co director Phillip Basile, who estimated the price of some fruit and vegetables could rise by more than 30 per cent.

Mr Basile said many family businesses would be ruined by the rent increases, which would also undermine Victoria's competitiveness with other states.