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!

Hun­ker­ing down to avoid the win­ter dol­drums requires a cer­tain amount of self-​awareness. Dreary, cold Jan­u­ary days sup­press high spir­its and kill spunk.

Need a quick boost? Skip the day spa and go straight to the fruit bowl. A shot of sun­shine and bright­ness is just a peel away.

Cit­rus ther­apy invig­o­rates the senses and tricks the mind into ener­gized, warmer thoughts.

A sim­ple act of reach­ing for any type of cit­rus– orange, man­darin or grape­fruit– sets a tone for self care and good health. This choice, above other salty or sweet snack options, rein­forces good behav­ior and new year res­o­lu­tions.

Break­ing open the skin of any easy to peel cit­rus fruit releases a burst of oil. Aro­matic and clean, the fra­grance is at once wel­com­ing and familiar.

The vari­ety of cit­rus avail­able in win­ter is amaz­ing. Visit and grocer’s pro­duce aisle or farm­ers mar­ket to zoom in on at least a dozen dif­fer­ent Cal­i­for­nia grown cit­rus gems.

California’s agri­cul­tural cit­rus sec­tor, val­ued at more than one bil­lion dol­lars annu­ally, ranks sec­ond in the United States after Florida. Cal­i­for­nia ranks num­ber one in the fresh-​market orange sec­tor (those not grown for juic­ing, but rather for out-​of-​hand eat­ing). Most notably, navel orange vari­eties pre­vail through­out the San Joaquin Val­ley and south­ern Cal­i­for­nia dis­tricts.

After navels, blood oranges, cara cara navels, tan­ge­los and man­darins give win­ter cit­rus fans rea­son to cel­e­brate.

Change up weekly menu ruts with a few sur­prises built around vibrant ingre­di­ent swaps. At peak of sea­son, grape­fruit salsa on taco night and tan­ger­ine endive salad mid-​week are just the jolt a weary body craves.

Cit­rus and salt are both fla­vor enhancers. Try using a spritz of cit­rus juice and skip the salt to reduce the level of sodium unwanted in dishes.

Tiny kumquats at one end, large pum­melo and oro blan­cos on the other, a wide range exists in the fam­ily of tart to sweet.

Good dance part­ners for cit­rus include avo­ca­dos, salad greens (arugula, endive or spinach) and nuts (wal­nuts, pis­ta­chios and almonds) and seeds (pome­gran­ate, pump­kin and sun­flower).

Bring­ing the sun­shine in works with any ruby, orange, yel­low or crim­son col­ored cit­rus seg­ment or slice dress­ing the plate.

We are only one press, one squeeze or one zest away from well being, sun­shine and blue skies.

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

Market Report page 1

Market Report page 2

Market Report page 3

Market Report page 4


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