Wel­come!

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!


There are ten cel­e­brated national hol­i­days in the United States, so named by con­gress. After those stayed hol­i­days, peti­tions get intro­duced to local, state and national offi­cials for com­mem­o­rat­ing other wor­thy days.

Fewer than 150 are granted in an aver­age year, across all cat­e­gories, by the pres­i­dent of the United States. Still oth­ers get invoked at a more local level procla­ma­tion.

Even so, that still gives us every­thing from National Pome­gran­ate Month and National Cherry or Pecan Pie Day to draw atten­tion to the pro­duce indus­try and ingre­di­ents wor­thy of a food hol­i­day.

How­ever man­u­fac­tured, some of the food related hol­i­days make per­fect sense. National Bar­be­cue Day and National Ham­burger Day coin­cide with the upcom­ing Memo­r­ial Day Hol­i­day week­end.

For most of the coun­try, Memo­r­ial Day week­end launches the sum­mer out­door cook­ing sea­son. We build mem­o­ries around shar­ing food and cre­at­ing food events in more casual environment.

Memo­r­ial week­end favorite food high­lights also cel­e­brate straw­ber­ries, cher­ries, blue­ber­ries, water­melon and sweet corn. Depend­ing on where in the coun­try one resides, weather pre­dicts if those hol­i­day items will be sourced locally.

National Straw­berry Month in May makes good on locally grown lus­cious Cal­i­for­nia straw­ber­ries. They come on with in sea­son blue­ber­ries to pro­mote healthy snack­ing and kid-​friendly desserts.

The daily or monthly self-​proclaimed food obser­vances are eas­ier to stand behind when they make sense to pro­mote.

In indus­try, fresh fruit and veg­etable hon­orees allow for edu­ca­tional and nutri­tional exam­ples of why we should be eat­ing more X, Y and Zuc­chini.

It’s not all that clear why we need reminders to con­sume more taffy or escar­got. Yes, both have cel­e­bra­tion days in May. Maybe that makes for a bit of pro­duce snob­bery to lay claim to all the days of the month.

Farm fresh, local pro­duce is wor­thy of build­ing a hol­i­day around. We can tell the grow­ers’ sto­ries. They help us appre­ci­ate what blood, sweat and tears go into pro­duc­ing every pound of peaches, car­ton of straw­ber­ries and bin of water­melon or corn.

Raise a fork and tip a glass to the ones pro­duc­ing the foods we enjoy. Amer­i­can farm­ers and ranch­ers set the table for any kind of eat­ing plea­sures. They are the real faces behind any food inspired cam­paign. Every day we eat should be con­sid­ered National Farm­ers Day.

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

Prod­ucts

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

Exotic

vegetables

Fresh Veg­eta­bles

fruits

Fresh Fruits

Organics

Value Added

Tropical

Ethnic

Herbs

Fresh-​cut and Pot­ted Floral

Eggs, Cheese & Other Dairy

Juices

zucchini flowers

Specialty

Gro­cery Items and More

PRO*ACT

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.

DIS­COVER YOUR ADVANTAGE

Greener Fields Together