• 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!

Well over 100 apple vari­eties are com­mer­cially grown in the United States. For nearly five decades, red deli­cious apples were the con­sumer favorite.

This year, title of con­sumer favorite will now go to the Gala apple instead of red deli­cious, which falls to the num­ber two spot.

Apple grow­ers are tend­ing to grow more of the newer vari­eties as a reflec­tion of chang­ing con­sumer tastes. Gala apple pro­duc­tion is expected to grow almost six per­cent above last year.

Taste, tex­ture and sweet­ness account for surg­ing gala apple pop­u­lar­ity. This out of hand fresh treat hits the mark on all cri­te­ria.

Until the 1970s, Amer­i­cans had only a few choices of apples. Golden Deli­cious offered a color con­trast and Granny Smith brought tart­ness to the table. The iconic Red Deli­cious was the shin­ing star and heav­ily pro­moted by Wash­ing­ton state growers.

The abil­ity to eas­ily ship and store red deli­cious made this a year-​round gro­cery store sta­ple. No offense to the red deli­cious, but all too often, end of stor­age red apples end up leav­ing a bad taste in the mouth of con­sumers. A bland, mushy bite does not build apple con­fi­dence.

As whole­salers and grow­ers began look­ing for tastier vari­eties, they went out of the coun­try. New Zealand had Brae­burns and Galas. Japan grew Fuji apples. This trio accounts for a renewed love of apples in Amer­ica.

More new com­ers are show­ing up in the mar­ket­place. The Hon­ey­crisp apple is expected to sur­pass the Golden Deli­cious vari­ety to enter the top five for the first time this year.

Apples are increas­ingly being con­sumed fresh with indi­vid­u­als seek­ing out more and sweeter-​tasting vari­eties. That said, Granny Smith, Fuji and Hon­ey­crisp apples are expected to rank third, fourth and fifth, respec­tively this sea­son.

Domes­tic Apple Facts: The United States has 7,500 apple pro­duc­ers who, col­lec­tively, grow 240 mil­lion bushels of apples on aver­age annu­ally. This annual crop rep­re­sents close to $4 bil­lion in apple rev­enue.

Apples are com­mer­cially grown in 32 states. The top ten apple-​producing states are Wash­ing­ton, New York, Michi­gan, Penn­syl­va­nia, Cal­i­for­nia, Vir­ginia, North Car­olina, Ore­gon, Ohio and Idaho.

Apple eaters have plenty of choices today. With so many vari­eties avail­able, it’s easy to find a per­fect match for eat­ing, bak­ing or pair­ing with other food part­ners like cheeses, nuts or other fresh fruits.

Move over Red…Galas are 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