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!

With Spring just a cou­ple of weeks away, the taste for spring veg­eta­bles gets ampli­fied. Work­ing those veg­gies on to the plate is easy when we put them on pizza.

Aspara­gus, arugula, leeks, arti­choke hearts and mush­rooms are very strong top­ping con­tenders for spring piz­zas pies.

Other choices may take some finess­ing and more care­ful han­dling. Fen­nel comes to mind. This spring bulb with fronds has the power to intim­i­date.

Even so, with just the right cheese part­ner and some grilling with onions, this one becomes a win­ner for any Fri­day night.

Roasted egg­plant is another fan­tas­tic spring pizza top­per. Lay­er­ing the egg­plant slices with loads of roasted gar­lic, feta cheese and pine nuts keeps it true to its Mediter­ranean roots.

The best part of mak­ing or order­ing a pizza is just how per­son­al­ized an expe­ri­ence it is. Not a huge fan of Kala­mata olives? Skip them. In love with toma­toes? Pile them on.

Pizza dough is the per­fect deliv­ery vehi­cle for savory fla­vors. Clas­sic and tra­di­tional pies have made room for spe­cialty and arti­sanal styles.

Greet­ing the bright fla­vors of spring are a nat­ural fit for an all Amer­i­can pie.

Region­ally, pizza mae­stros get behind local fla­vors and pref­er­ences. Pure and sim­ple Margherita ingre­di­ents (fresh basil with fresh moz­zarella) is true rus­tic per­fec­tion!

Let’s add to the list with Open­ing Day of Pizza on the first day of spring. Place your order for those lively, hip ingre­di­ent pies. Yes, even Brus­sels sprouts have emerged as a win­ning top­per to some flat­breads and piz­zas.

Pizza Facts: Pizza makes up for more than ten per­cent of all food ser­vice sales in the United States.

Sixty two per­cent of Amer­i­cans pre­fer meat-​based top­pings while 38 per­cent pre­fer vegetable-​based top­pings. Thirty six per­cent of Amer­i­cans con­sider pizza the per­fect break­fast food.

Not hard to imag­ine, pizze­rias sell the most piz­zas on Hal­loween, the night before Thanks­giv­ing, New Year’s Eve, New Year’s Day and Super Bowl Sun­day.

Open-​minded indi­vid­u­als will try any­thing once. Oth­ers stick to hard and fast rules when it comes to pizza. Just don’t add the kitchen sink. Pick a cou­ple of key and com­pat­i­ble part­ners. Then set­tle in for a sen­sa­tional slice of spring.


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