Gen­eral Pro­duce is a third gen­er­a­tion, locally owned and oper­ated fresh pro­duce com­pany located in North­ern Cal­i­for­nia. We dis­trib­ute and export fresh fruits and veg­eta­bles — local, organic, sus­tain­able, regional and glob­ally sourced.

Get to Know Us!

Retail store produce display


Our retail expe­ri­ence extends to chain and inde­pen­dent mar­kets, ware­house stores, spe­cialty pro­duce retail­ers and mil­i­tary com­mis­saries. Pro­duce depart­ment schemat­ics, mer­chan­dis­ing > > >

We are the original Farm-to-Fork


Gen­eral Pro­duce plays an inte­gral role in pro­vid­ing hotels, restau­rants, cater­ers, schools, and other cus­tomers a full line of fresh pro­duce, spe­cialty items, organ­ics, dairy and more to > > >

Port of Oakland, California


Gen­eral Pro­duce exports straight and mixed loads of fresh fruits and veg­eta­bles by sea and air to des­ti­na­tions around the world. What sets us apart is our per­sonal involve­ment in prod­uct pro­cure­ment > > >


Our inven­tory is exten­sive and reflects the fresh­est and cur­rent mar­ket availability.

Con­ven­tional Fruits and Vegetables
Organic Fruits and Vegetables
Value-​added/​Fresh-​cut Products
Spe­cialty, Exotic, Trop­i­cal, and Eth­nic Produce
Fresh-​cut and Pot­ted Floral
Gro­cery Products
Fresh Juices and Frozen Food Items
Eggs, Cheese and Other Dairy Products
Herbs, Snack Foods, Nuts and Supplies


Fresh Vegetables

Fresh Fruits


Value Added




Fresh-​cut and Pot­ted Floral

Eggs, Cheese & Other Dairy



Gro­cery Items and More

Food Safety

Gen­eral Pro­duce val­ues strin­gent food safety stan­dards, poli­cies, pro­ce­dures and pro­to­cols with a com­pany cul­ture that ele­vates food safety to top pri­or­ity.


Our knowl­edge­able and skilled staff is com­mit­ted to the long-​term goals and achieve­ments of your company.

Get to know us as we learn about your busi­ness and strive to make a dif­fer­ence in your last­ing suc­cess and sus­tain­able profitability.


PRO*ACT con­tracts with the nation’s lead­ing grow­ers and ship­pers to offer you sig­nif­i­cant cost ben­e­fits and an easy solu­tion to secure the fresh­est produce.

Dis­cover Your Advantage

Greener Fields Together

  • Cau­li­flower is noth­ing but cab­bage with a col­lege education.

    Mark Twain

  • I totally regret eat­ing healthy today.”

    said no one, ever

  • Eat food. Not too much. Mostly plants.”

    Michael Pol­lan

  • Food is our com­mon ground, a uni­ver­sal experience.”

    James Beard

  • If we are seri­ous about address­ing cli­mate change, we have to talk about food.”

    Anna Lappe

  • The most rad­i­cal thing you can do to eat bet­ter is to cook at home.”

    Mark Bittman

  • You don’t have to cook fancy or com­pli­cated mas­ter­pieces - just good food from fresh ingredients.”

    Julia Child

  • A veg­e­tar­ian is a per­son who won’t eat any­thing that can have children.”


  • ” True health­care reform starts in your kitchen, not in Washington. ”


  • ” Eat to live but live to eat. ”

    Bud­dhist saying

  • Let food be thy med­i­cine and med­i­cine be thy food.”


  • The won­der­ful thing about food is you get three votes a day. Every one of them has the poten­tial to change the world.”

    Michael Pol­lan