• Here’s What’s in Sea­son for Spring! !


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!

Any kind of sum­mer sur­plus should be met with com­plete culi­nary abandonment.

Fresh herbs in par­tic­u­lar have a way of ele­vat­ing most cre­ations. Don’t let their sheer abun­dance go to waste.

Trans­form those “tried and true” old dishes into some­thing extra­or­di­nary. Herbs have an unfor­get­table bright­ness that cat­a­pults ho-​hum up to OMG!

Clas­sic sal­ads are reju­ve­nated with an addi­tion of chopped green herbs. Cilantro, mint and Ital­ian pars­ley perk up any green, pasta or potato salad. Com­bine a cou­ple to deliver a new take on favored Cae­sar, Cobb and Chopped versions.

Herbed but­ters and herb-​infused oils are largely irre­sistible with grilled meats and veg­eta­bles. Finely minced tar­ragon, pars­ley, oregano or basil beg for a chance with soft­ened but­ter and gar­lic for breads, pasta, seafood and fish.

Locally grown, Brent­wood sweet corn is hap­pily now in sea­son. Plan to roast whole ears through­out the next sev­eral weeks. Turn it up a notch with a healthy rub of chili-​lime-​chive or parsley-​salt-​pepper but­ter before serving.

Herbs can han­dle a whirl in the food proces­sor very well. That takes us down the path of great pestos, sauces and salsas.

Get out of that herbal com­fort zone by swap­ping out basil for cilantro or mint for baby dill.

Ordi­nary omelets, piz­zas and sand­wiches love the hit of fresh herbs when thought­fully folded in to the ingre­di­ents list.

Glam­orous san­grias, shrugs and cock­tails get dressed up with sprigs of herbs paired with cit­rus wheels and berries for adult liba­tions. Plain still water or iced tea ben­e­fit from the ran­dom cool­ing effect of mint with cucum­ber slices.

Remem­ber the kitchen trick of herb-​infused sim­ple syrups as a starter to crowd pleas­ing cold bev­er­age tow­ers. Add sliced peaches, cher­ries, cit­rus and berries for dra­matic pre­sen­ta­tion and taste.

Frozen con­fec­tions and baked desserts taste like cel­e­bra­tions when laven­der and rose­mary meet lemon, berry and choco­late. Fin­ish a meal with the ele­gance of a sim­ple dessert gar­nished with herbs.

Crazy herb wealth trans­lates into end­less sum­mer kitchen great­ness. Dilly, Dilly!

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