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Yes it should, but one of the major features/downsides of supermarkets is it doesn't allow you to think about whats in season vs not. Corn can be a dollar an ear even in October when harvesting happens. Tomatoes are the same all year round (tasteless/watery/tart), as are almost all greens. Berries in the winter come from Chile.

If a supermarket had an "in season" section I would shop there almost exclusively, if it meant I was going to to get a good deal and better produce. Even with farmers markets you're not guaranteed to get in season local produce.

Normally shops have discounts and sales on in-season fruit. The "regular price" is the "out of season" high price all year round.

> Eating local in-season food should be promoted by market mechanisms.

Given that the market is at work, that is obviously not the result. Transport costs do not apparently override convenience, simpler logistics, and economies of scale.