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!

Every seg­ment of the pro­duce indus­try is pre­sented with sig­nif­i­cant and unique labor chal­lenges.

From farm­ing and pack­ing oper­a­tions to dis­tri­b­u­tion com­pa­nies, and food­ser­vice oper­a­tors (schools, and restau­rants) to retail gro­cers — hav­ing enough of the right kind of work­ers is a con­stant work in progress and strug­gle.

Labor sav­ing inno­va­tions are widely accepted when costs and engi­neer­ing make pos­si­ble new ways to pro­vide fresh fruits and veg­eta­bles to con­sumers. Chef ready and con­sumer ready value added prod­ucts take time and energy out of the food prepa­ra­tion equa­tion.

As Amer­i­cans enjoy the last of summer’s ripe peaches, mel­ons and toma­toes, Labor Day looms. Farm­ers share the worry of hav­ing enough hands to pick and har­vest pep­pers, cucum­bers, straw­ber­ries, apples and pears.

Mech­a­niza­tion and tech­nol­ogy con­tinue to advance all aspects of grow­ing. While machines have replaced human hands for a lot of farm jobs, many fruit, veg­etable and nut farm­ers still rely heav­ily on peo­ple to plant, main­tain and har­vest their crops.

The vital force of labor is essen­tial to the very life blood of farm­ers. This sum­mer, extremely hot tem­per­a­tures pre­vailed as fires burned through­out Cal­i­for­nia grow­ing regions.

Imag­ine hav­ing to work in such a caus­tic and dra­matic envi­ron­ment. Smokey air and blaz­ing tem­per­a­tures ruled dur­ing har­vest­ing days. Demand­ing phys­i­cal labor is one thing, phys­i­cal dis­com­fort, is yet another.

As immi­gra­tion pol­icy and enforce­ment have got­ten stricter, migra­tion from Mex­ico and Cen­tral Amer­ica to the U.S. has decreased. The farm labor sup­ply has got­ten tight.

Though farm worker wages and ben­e­fits have con­tin­u­ously improved, work­ers have found bet­ter oppor­tu­ni­ties else­where. Results aren’t encour­ag­ing for farm­ers or domes­tic work­ers.

Farm­ers are being forced to make dif­fi­cult choices about whether to aban­don some of the state’s hall­mark fruits and veg­eta­bles, move oper­a­tions abroad, import work­ers under a spe­cial visa or replace them alto­gether with machines.

A bite of apple or slice of avo­cado, both hand har­vested, come as Amer­i­can farm­ers find it dif­fi­cult to increase pro­duc­tion and com­pete effec­tively with for­eign mar­kets.

Our appetite for fresh pro­duce has increased while domes­tic pro­duc­tion has not kept pace. Labor woes ham­per and restrict those lofty pro­duc­tion desires. Hav­ing reli­able work­ing farm hands is crit­i­cal to the abil­ity to pro­duce Amer­i­can crops.

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