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!

Sure, there are more ways than one to accom­plish any given task. Or cut a melon, pineap­ple or mango.

When ama­teur knife skills clash with more expert tech­niques, there is a lot to be learned.

Any­one can wield a knife blade. Exact­ing just the right cuts to extract every bit of fruit with­out waste can be tricky. Doing so safely is yet another feat.

Round-​shaped fruits are espe­cially unruly. Pic­ture a large can­taloupe or hon­ey­dew melon rolling around the coun­ter­top. There is a ten­dency to judo chop it dead cen­ter to stop that action.

Deft hands will exer­cise patience and exe­cute a plan.

One clever move is to first cut both ends of the melon off. This cre­ates a flat base on which to stand the melon on end.

Once the melon is secure and sta­ble, use a sharp carv­ing knife to trim away the outer rind. Begin at the top and take long strokes down to the bot­tom of the cut­ting board. Stay as close to the inte­rior flesh as pos­si­ble while remov­ing the exte­rior.

This will leave a bare-​skinned solid melon with all of the juicy fruit intact. From this point, halve or quar­ter the melon. Then, sim­ply slice, cube or chunk depend­ing how it will be served.

The same artistry works for fresh pineap­ple. Twist the pineap­ple top or crown as if turn­ing a door­knob. Once removed, cut both ends from the body.

Trim away the outer shell in the same man­ner as per­formed on the round melon. What’s left is an entire pineap­ple ready for spears, slices or cubes.

Mil­lions of avo­ca­dos and man­gos get peeled and pit­ted daily. Soar­ing demand puts them into the hands of skilled cooks and chefs around the world.

Tricks of the trade or of spe­cific cul­tures guide us to make two long cuts into a mango (one on either side of the flat pit). The meaty sides can then be cut in a grid pat­tern to allow access to sweet mango bits.

The avo­cado knack has more to do with the seed removal once a cir­cu­lar cut is made around the fruit. With the pit gone, avo­cado slices are a cinch right in the skin.

Prac­tice food safety mea­sures. Always use a clean knife and cut­ting board. San­i­tize your hands, work area, all uten­sils and cut­ting board before han­dling or cut­ting any fruits or veg­eta­bles. It is also nec­es­sary to wash the outer sur­faces of fruits and veg­eta­bles prior to cut­ting into them.

No mat­ter how we slice them, fruits of sum­mer are worth the effort.

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