• Here’s What’s in Sea­son for Fall !


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!

Apples and oranges are great.

No one refutes their solid nutri­tional value or culi­nary ver­sa­til­ity.

By the time June rolls around, it’s time to mix things up in the fruit depart­ment. We crave the taste of sum­mer in all its stone fruit and berry glory.

Every trip to the gro­cer or farm­ers mar­ket is a delib­er­ate pur­suit for what’s new in the sea­son.

Early Cal­i­for­nia cher­ries have found their way to the stands. The sea­son looks to be a short and sweet one with a lim­ited crop this year. North­west cher­ries will quickly fol­low. No need to pout with Rainiers and red vari­eties like Chelan, Teiton and Bings rushed to mar­ket upon harvest.

Apri­cots and apri­ums have started. Fra­grant and vel­vety, out of hand eat­ing is irre­sistible. Fruit is ripened on the tree for max­i­mum matu­rity and sweet­ness. Another bite into true sea­son­al­ity, get them while the win­dow is open.

Cal­i­for­nia peach har­vests, both yel­low and white flesh vari­eties are under­way. Yel­low peaches range in fla­vor from super sweet and juicy to slightly tart to very tart and tangy.

White peach char­ac­ter­is­tics range from a crunchy, almost apple inte­rior to a creamy super sweet fla­vor.

Both yel­low and white peach vari­eties have a light fuzzy exte­rior. A donut or saucer-​shaped peach has a milder fla­vor with hints of almond.

Enjoy peaches sim­ply eaten out of hand, though grilling makes them stars of the plate. Add them to sal­ads, piz­zas and sum­mer sides.

Peach cob­blers, tarts and pies make good on the promise to deliver the best desserts com­mit­ted to impress.

No fan of fuzz? Choose smooth skinned, Cal­i­for­nia nec­tarines. Picky fruit lovers who like a firmer, crunchier bite can get their desires met with a nec­tarine. Fla­vor pro­files run from sweet “honey” to full sweet and tart to very tart and tangy.

Yummy Rosa and Pur­ple Majesty are only two of the many names dropped for the bounty of June plums. With a huge array of skin col­ors (black, red, pur­ple, green and yel­low), the exte­rior appear­ance has no real bear­ing on the inside flesh color or fla­vor. Try them as they appear on the scene. Make jam and pre­serves for bis­cuits.

Plu­ots and plum­cots are the last to debut. The mar­riage between plums and apri­cots pro­duces a great num­ber of vivid sum­mer col­ors and fla­vors.

Berries and mel­ons are on their way. Seize the plea­sure of amaz­ing bare fruits.

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