• 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!

Earth Day is just behind us. Mother’s Day is just ahead. The two cel­e­bra­tions bring aware­ness to the influ­ences of moth­er­hood.

Mother Earth and Mother Nature cue their mes­sages from other like minded moth­ers. We are only on this lovely planet for a very short time. While we are here, we need to mind our man­ners and play by the rules.

Things a mother might say–

“Go out­side and play” was a mantra of all baby boomer moms. Get­ting on a bike or going for a hike meant ulti­mate free­dom.

Being out in nature has a way is fast-​paced life of ours can eas­ily strip out any nat­ural rhythm that we humans long to be a part of. The cycle of each sea­son speaks to our pri­mal nature. Go outside.

“Eat your veg­eta­bles” is such green things like spinach, broc­coli, and Brus­sels sprouts aspires to pro­mote more con­sump­tion of health­ier foods.

Plant based diets are health­ier for the planet, too. Eat­ing lower on the food chain requires fewer nat­ural resources. In gen­eral, eat­ing meat fuels green­house gas emis­sions and turns much of the world’s grain sup­plies into live­stock feed. Choos­ing plant-​based diets can improve envi­ron­men­tal sus­tain­abil­ity.

“Clean your room” is often the bat­tle cry of moms every­where. Much of the inher­ent prob­lem is clut­ter. Clut­ter is a direct result of hav­ing too much stuff. Purge.

Recy­cle and up-​cycle. Reduce your car­bon foot­print. Be sat­is­fied with less. Take only what you need. Leave the rest. Sim­ple to fol­low.

If you don’t need it, refuse it. This is a great way to make less waste, avoid­ing plas­tic bags, paper nap­kins, dis­pos­able cups, unwanted printed mate­ri­als (sub­scrip­tions and mag­a­zines), and so much more.

“Be grate­ful” is a moth­erly mes­sage that bares repeat­ing. When we show respect and appre­ci­a­tion for the all that we have and are given, it seeps into our consciousness.
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