• 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!

Once the door to Spring is cracked open, watch out. There seems to be no limit of vibrant swaths of color pop­ping up every­where.

It’s hard to miss the stun­ning fruit tree blos­som­ing in and around neigh­bor­hoods or road­side orchards.

A river walk presents clus­ters of wild neon pop­pies and ver­dant anise in early bloom. Breathe it all in…then exhale slowly.

Awaken the senses with pots of bold color after Easter pas­tels fade. Peren­nial bulb plants give us an excuse, as if one is needed, to dig in the gar­den beds.

Avoid get­ting dirt on the hands alto­gether with one quick trip to a gro­cery store these days. The bevy of new color bowls and pot­ted color bulbs and plants is staggering.

From com­pact, to tall and broad, there is a bloom­ing choice for any occa­sion or inte­rior space. The parade of tulips, freesias, lilies and daf­fodils speaks to the sea­son.

Just as Cal­i­for­nia grown aspara­gus and arti­chokes begin to emerge, now is also the time for those cheer­ful and happy spring house plants to arrive.

The Sun Star plant is a vibrant, com­pact plant with large star-​shaped flow­ers that bloom over a three month period. Those high impact flo­rets bloom up the stem in suc­ces­sion, pro­vid­ing weeks of bril­liant color. With a long shelf life, find them in a bright orange, glow­ing yel­low, ivory and peach.

Calla lilies exude ele­gance and show off a wide range of col­ors. Hues of pur­ple, orange, yel­low, red and almost any shade of lip­stick bring callas into spring focus.

The vivid and var­ied col­ors con­vey spe­cial mean­ing. Bright yel­low and orange callas con­vey joy, growth and change — per­fect spring attrib­utes.

Tulips can­not help but spread joy­ful­ness. These early to late spring bloomers evoke an awak­en­ing after a long, cold win­ter.

Streaks of color invite a party atmos­phere around these happy peren­ni­als. Tulips mixed or in solid arrange­ments mes­mer­ize flo­ral afi­ciona­dos. Fol­low­ing the light in any room, their stems can grow daily right under watch­ful eyes.

From the cherry blos­soms in Wash­ing­ton D.C. to the tulip fes­ti­val in La Con­ner, Wash­ing­ton, Amer­i­cans find a way to cel­e­brate spring flow­ers. Orga­nized com­mu­nity flo­ral events draw huge crowds to soak up spring’s debut.

Look to local farm fes­ti­vals for fam­ily out­ings and day trips. Make the most of longer days with spring flower excur­sions. Land­scapes are in bloom.

Shed the chill of win­ter for color, scent and sheer sen­sual plea­sure. Fill the kitchen, din­ing table, bed­room or bath with blos­soms, petals and blooms.

Inhale spring, aware­ness, new life and renewal.

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