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!

We’re com­pletely used to see­ing fresh pro­duce in vivid and some­times unusual col­ors.

Even so, when the flesh of a water­melon sur­prises us with a bright yel­low inte­rior, rather than the req­ui­site pink or red, it’s excit­ing.

Water­melon is that ancient half fruit, half veg­etable thing with likely orig­i­na­tion from the Kala­hari desert of Africa.

5,000 year old Egypt­ian hiero­glyphs depict water­melon images. By sym­bol­i­cally bury­ing the dead with water­melon, loved ones were thought to be nour­ished in the after­life.

Rich in anti-​inflammatory nutri­ents, water­melon is over 90% water and con­tains abun­dant elec­trolytes. This com­bi­na­tion is what is extremely hydrat­ing in hot weather con­di­tions. Color is optional.

Closely related to pump­kins, squash and cucum­bers, water­melon appeals to all ages dur­ing sum­mer heat. The rind is com­pletely edi­ble, often pick­led. Yel­low flesh water­mel­ons are prized for their juicy, sweet, honey-​like fla­vor and sur­pris­ingly bright yel­low insides. Unusual, and not as pop­u­lar as the red flesh, lim­ited plant­i­ngs of yel­low vari­eties makes this a cov­eted crop.

Names like Moon­beam, Baby Doll and But­ter­cup top the list of the yel­low vari­eties. The rind is typ­i­cally thin­ner than red vari­eties so han­dle these mel­ons with care.

Yel­low water­mel­ons are actu­ally vit­a­min rich (includ­ing A, C, and a num­ber from the B group). The fruit also has min­er­als, such as mag­ne­sium, iron, potas­sium, phos­pho­rus, and cal­cium.

Ath­letes can replen­ish after work­outs with the refresh­ingly refined sweet fla­vor nat­ural in yel­low flesh mel­ons.

A chilled slice of this sum­mer favorite might help ease the dis­com­fort of any joint pain. It helps reg­u­late nerves and mus­cles and gal­lows quick recov­ery after mus­cle fatigue.

Wake up sal­ads and desserts with a shot of “Moon­beam yel­low”. Com­bine other fruits or veg­eta­bles like cucum­bers, avo­ca­dos, pineap­ple, berries and toma­toes to high­light hues and tex­tures.

The sunny inte­rior brings pure joy to the plate. No mat­ter how we serve it, slice it, dice it, slush it or sip it, Mother Nature has per­fected this crown jewel.

A shout out to beat the heat with moon­beam mel­ons is to “get them while they’re cold”.


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