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!

A Mediter­ranean diet incor­po­rates the basics of healthy eat­ing — plus a splash of fla­vor­ful olive oil and per­haps a glass of red wine.

Touted as one of the health­i­est ways to eat, this tra­di­tional cook­ing style of coun­tries bor­der­ing the Mediter­ranean Sea is more a way of life than pre­scrip­tion for a diet reg­i­men.

Key com­po­nents on the Med menu are fresh fruits and veg­eta­bles, fish, whole grains, fresh herbs, beans and lim­its to any unhealthy fats.

Red meat is more rarely con­sumed and poul­try, eggs, cheese, and yogurt only in mod­er­a­tion. Processed foods, refined grains and sug­ary bev­er­ages are avoided.

What needs to be con­sid­ered is how inte­grated diet and lifestyle are woven together. Eat­ing any meal is an event. Meals are shared with fam­ily and friends and peo­ple take their time to enjoy every bite.

Slow­ing down the time we take to con­sume a meal gives us a chance to engage with oth­ers and feel the full­ness of the meal.

Lunch may take two to three hours to com­plete. Din­ner may begin at 8 pm and go until eleven or eleven thirty. There is no rush to hurry the meal, the con­ver­sa­tion or clear the table.

The relaxed pace of a meal gives the brain a chance to reg­is­ter full­ness. Smaller por­tions seems to sat­isfy.

Other notable dif­fer­ences from typ­i­cal Amer­i­can meal prac­tices are the abil­ity to mar­ket for fresh ingre­di­ents daily and the sup­port of truly local ven­dors.

It’s com­mon to pur­chase fresh picked figs, toma­toes and mel­ons directly from the farmer at an open air mar­ket or stand. Whole grained breads are baked daily for con­sump­tion. No preser­v­a­tives nec­es­sary.

Apri­cot jam or can­died nuts as a spe­cial treat are hand made by fam­ily mem­bers of farm­ers. There is not a man­u­fac­tur­ing plant mass pro­duc­ing these delec­tables. Nor are the sim­ple recipes chocked full of ingre­di­ents we can­not begin to pro­nounce.

A way of life in the Mediter­ranean region is walk­ing and bik­ing to work and in leisure. Built in to every day is some mea­sure of phys­i­cal activ­ity. Swim­ming is a great sum­mer pas­time. All ages– tod­dlers to seniors– par­take in vig­or­ous water sports.

Fit­ness lev­els of indi­vid­u­als liv­ing in Mediter­ranean coastal com­mu­ni­ties are remark­able. Hand-​in-​hand with eat­ing a clean and lean diet, being active and social is an organic appre­ci­a­tion for life. Lemons, olives and figs are just the first signs of going to Club Med. Vita sentimentale!

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