Dzenan A

I’ve been at this farmers market many times before. Prices were always higher comparing to a supermarket which is what I expected because produce is organic. This morning I was there and was going to buy a watermelon until I found out they were asking $18 for one watermelon??? I know inflation is affecting prices of everything, but $18 for a watermelon is a highway robbery! Am I wrong or is this what a reasonable price for organic watermelon is these days?