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!

A mid-​winter slump begs for more choices in the week night meal rota­tion. Soup and sand­wich riffs take some pres­sure off any­one respon­si­ble for putting food on the table.

Afford­able and sat­is­fy­ing, a grilled cheese sand­wich and tomato soup combo are pretty hard to beat.

Their warmth and com­fort goes past those Campbell’s Soup com­mer­cials. Think of other nat­ural pair­ings and get into the spirit of a lunch or din­ner that don’t require much home­work.

Explore cream of cel­ery, French onion, Thai aspara­gus, veg­etable, potato — leek and mine­strone soup pro­files. A vast cat­a­log of recipes are avail­able to assist.

Spicy ver­sions of tor­tilla, Mul­li­gatawny and pho take us to great exotic tastes from around the world. Chile pep­pers, curry, lentils, gin­ger root, mush­rooms and gar­lic make for excep­tional soup starters.

Soups run the gamut from extremely sim­ple to very ambi­tious. Tried and true ingre­di­ents are read­ily avail­able year round to present the best of sea­sonal favorites.

Oth­ers, like creamy roasted cau­li­flower or baked potato bisque might only be of inter­est dur­ing those colder win­tery days.

Land­ing on the right soup will dic­tate the ideal sand­wich part­ner.

The vari­ables of breads, spreads and fill­ings are far reach­ing. Upgrade the bor­ing white bread slices for hearty, rus­tic ver­sions with some bite.

Instead of tra­di­tional sliced options, go all in for sour­doughs, seeded, multi-​textured loaves. Flat breads, baguettes, pocket breads, crusty Cia­batta rolls and even Bánh mì will work for alter­na­tive assem­bly.

Bring on the avo­cado, onion, arugula, tomato and cucum­ber. Fresh ingre­di­ents pro­mote depth of fla­vor and marry the soup pick to the sand­wich choice.

Leave meat behind or select those that bring a fond food mem­ory to the plate. A clas­sic tuna melt or piled high pas­trami to some are the chicken or egg salad to oth­ers. Bacon and pork belly move the dial for a wide audi­ence.

Hot or cold, grilled or toasted, explore the del­i­ca­cies of hav­ing just a few key ingre­di­ents. Thinly sliced pear or apple paired with a brie, Havarti or Manchego cheese pro­vides a sophis­ti­cated, bal­anced bite.

Dine in or dine out. Just make it a soup and sand­wich plate for dinner.


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


zucchini flowers


Gro­cery Items and More


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


Greener Fields Together