• Here’s What’s in Sea­son for Summer!


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!

It won’t come as a sur­prise that color has a pro­found effect on mood. With Spring in gear, plan to lift more than a mood by sur­round­ing work and home spaces with bright flow­ers, flow­er­ing plants and pot­ted herbs.

Plac­ing pots of color in work envi­ron­ments and around the house can seri­ously boost pro­duc­tiv­ity and con­tribute to our men­tal clar­ity through­out the day.

While there are many high-​tech ways to improve air qual­ity, one refresh­ingly easy method is to bring liv­ing plants into our liv­ing spaces. Bet­ter indoor air qual­ity helps to keep the immune sys­tem strong. Breath­ing fresher air is invig­o­rat­ing and bright­ens up the day.
Per­sonal pref­er­ence, expe­ri­ences, upbring­ing, cul­tural dif­fer­ences and con­text will often affect how peo­ple respond to col­ors. While dif­fer­ent cul­tures hold dif­fer­ent asso­ci­a­tions for many col­ors, West­ern mean­ings are becom­ing more uni­ver­sal as mar­kets become global.

Blue is the most pop­u­lar color for both men and women. Women list pur­ple as a top-​tier color, but men do not list pur­ple as a favorite color.

Addi­tional research on color pref­er­ences shows that when it comes to shades, tints and hues, men pre­fer bold col­ors, women pre­fer soft.

Speak­ing of notable flower col­ors: Blue blooms pro­mote a sense of calm, men­tal clar­ity, and greater cre­ative think­ing.

Red flow­ers and foliage encour­age vital­ity energy and ambi­tion. Pink is used to soothe neg­a­tive feel­ings and bring hap­pi­ness. Yel­low boosts alert­ness and clear think­ing.

Orange will raise moods, pro­mote self-​esteem, inspire play­ful­ness and even encour­age adven­ture.

Green is a stim­u­lat­ing color, one that often rep­re­sents renewal, opti­mism and good health. In spring, take notice of strik­ing green plants around like bells of Ire­land, calla lilies and helle­bores. All are very showy and uplift­ing dur­ing this sea­son.

The names of col­ors mat­ters as well when it comes to mar­ket­ing flo­ral prod­ucts. A name with panache is pre­ferred over a more pedes­trian names. Mocha is sig­nif­i­cantly more lik­able than just plain brown.

The more unusual and unique color names can increase the intent to pur­chase. Magenta cycla­men
announce early sea­son bursts of color sig­ni­fy­ing peace and tran­quil­ity.

Design and define indi­vid­ual sur­round­ings with a focus on liv­ing plants. Increase atten­tive­ness, calm nerves and improve grumpy atti­tudes. Use color to influ­ence mood and set the atmosphere.


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