• 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!

Soup from scratch is well worth the small effort it takes to make. Likely, the famil­iar, basic com­po­nents are already in the pantry.

Why wait for that req­ui­site sea­sonal cold or flu to set­tle in? Make soup now as it can be a com­fort for the soul and a tonic to the body.

The nutri­tional val­ues and sooth­ing prop­er­ties of soup work on mul­ti­ple lev­els.

Con­sum­ing plenty of liq­uids is always advised when fight­ing of aller­gens or bat­tling anti­bod­ies. The broth of soup counts toward flush­ing out the tox­ins and hydrat­ing the weary body.

Warm liq­uids tend to clear the sinus pas­sages. Hot water and hot tea suf­fice, but hot soup is a wel­come change to the daily steam regimen.
Replen­ish­ing strength and energy through a bowl of hearty broth or bub­bling pot of veg­eta­bles is a pos­i­tive by-​product of eat­ing or slurp­ing some­thing that tastes so good.

Meat, poul­try and fish stocks get most of the acco­lades when it comes to devel­op­ing depth and char­ac­ter to any stock pot.

Veg­e­tar­ian options shine when mush­rooms, car­rots, onions, cel­ery, gar­lic and herbs are allowed to min­gle for a long time in a sim­mer­ing Dutch oven or crock pot.

Leeks, pota­toes and root veg­eta­bles per­suade a boil­ing pot of veg­gies to lean in a cer­tain direc­tion.

Freshly chopped or grated gin­ger root will heav­ily influ­ence a soup’s sup­port. Med­i­c­i­nal prop­er­ties of gin­ger root are why it works so well in the vital­ity depart­ment.

A warm­ing rem­edy, gin­ger boosts the cir­cu­la­tion, soothes sore throats, and is anti-​viral.

Don’t over­look the deep bench when it comes to using herbs and greens. The final addi­tion of cilantro or pars­ley or spinach, kale or baby bok choy, com­pletes a soup bowl with a hit of bright green and a bite of fresh­ness.

Soup is an excel­lent way to incor­po­rate more veg­eta­bles in to a meal plan. Green beans, pep­pers (sweet and savory), peas, aspara­gus, corn and squash all have sig­na­ture soups with them the star of the pot.

Even if we love veg­eta­bles, soup is a great vehi­cle to high­light global cuisines and keep the spot­light on fresh ingre­di­ents. Noo­dles, rice, grains and legumes con­tribute to stand out soup recipes.

If afford­abil­ity is a fac­tor with the food bud­get, count soup in the weekly meal plan. Most of the base line ingre­di­ents can be found in the veg­etable bin or dry pantry. Rem­nants of par­tially used food stuff con­tribute to the “all in the soup pot” con­ver­sa­tion. Soup cre­ates vital­ity.

To read the full Mar­ket Report, includ­ing this week’s mar­ket update, see below or click here.

Market Report

Market Report

Market Report

Market Report


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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.


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