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!

Steamy sum­mer days make it tough to stay cool. Stay­ing hydrated is another mat­ter altogether.

Drink­ing enough water or other flu­ids is a tall order for some. It can require a delib­er­ate action plan. This is par­tic­u­larly true when it comes to seniors, chil­dren and athletes.

Ade­quate hydra­tion can pre­vent cramps, heat exhaus­tion, dizzi­ness, low blood pres­sure and heat stroke.

The aver­age per­son can lose as many as ten cups of fluid from daily activ­i­ties and exer­cise. This may be stag­ger­ing on extremely hot days with severe con­se­quences. Fre­quent hydra­tion is essential.

There are plenty of tricks to boost smart hydra­tion. Visual cues are help­ful reminders to stay replen­ished through­out the day. Set up a hydra­tion sta­tion in plain sight.

With so many attrac­tive bev­er­age con­tain­ers read­ily avail­able, a coun­ter­top dis­penser will tempt us when pass­ing by to take another sip.

Jazz up plain water with fresh herbs, cucum­ber slices, cit­rus rounds, berries, water­melon wedges, stone fruits or juniper berries.

Wake up each morn­ing by drink­ing 16 ounces of water. This will replen­ish after good night’s sleep and reg­u­late body functions.

Feel­ing hun­gry? Drink water. Thirst is often con­fused with hunger. True hunger will not be sat­is­fied by drink­ing water.

Think sparkling. Still water shares the table nicely with sparkling water, seltzer water and club soda. There are great fla­vored options out there or add that lemon, lime or cucum­ber slice.

Coconut water can be a great way to rehy­drate after exer­cise. It’s rich in elec­trolytes and tastes great. Watch the sweet­ened drinks. Added sug­ars in trendy bev­er­ages can make us thirstier and add unwanted calo­ries to burn.

Fruits and veg­eta­bles are a nat­ural way to stay hydrated in sum­mer. Be gen­er­ous with mel­ons, stone fruits, berries, toma­toes, cel­ery and the like.

Track your progress. There are plenty of free apps to mon­i­tor daily fluid intake. Most fit­ness devices and smart phones will act as a per­sonal assis­tant. Set goals and reminders to achieve them at daily inter­vals. Drink up!

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