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

Wel­come!

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!


Anthony Bourdain’s indeli­ble mark is as large as the void cre­ated by his absence. Three months after his unex­pected death, the food world still mourns.

Shar­ing meals has the abil­ity to bring peo­ple closer together. Anthony’s tal­ent was in show­cas­ing cul­tural diver­sity with­out judg­ment.

It may be impos­si­ble to quite fill the hal­lowed ground trav­elled by “Parts Unknown”, the CNN series that took us across the nation and around the world. The human con­di­tion was com­monly explored in every episode.

Pol­i­tics and cui­sine fre­quently inter­sect. There are any num­ber of issues related to food that push farm­ers, restau­rants, retail­ers and con­sumers to higher ground and social advo­cacy.

Sus­tain­abil­ity through grow­ing prac­tices, water usage, land preser­va­tion, labor prac­tices, immi­gra­tion pol­icy and food safety all impact our food sys­tem. Being informed on all such mat­ters is the tough part.

Sto­ry­telling is dif­fer­ent from relay­ing mere facts and fig­ures. The why and how of some­thing being done car­ries an under­stand­ing of prac­tice. Ask­ing ques­tions and wait­ing for the answers is a way to cul­ti­vate more than a script.

Curios­ity and accep­tance of oth­ers— no mat­ter the dif­fer­ences— builds trust. Lis­ten­ing seems to be a dimin­ish­ing human qual­ity in this loud world of tech­nol­ogy.

For any­one well trav­elled or per­haps one who vis­its even an unfa­mil­iar neigh­bor­hood, food becomes the equal­izer.

Find­ing com­mon ground with the per­son who rolls the sushi, brews the beer or grills the egg­plant is pre­cisely the point of feed­ing our col­lec­tive mind.

Walk­ing a mile in the shoes that pick the berries, apples and pears gives an appre­ci­a­tion of the sub­stan­tial hard work involved in food pro­duc­tion. So dif­fi­cult that farm­ers are mak­ing tough choices on what to plant when and what may go un-​harvested.

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

Prod­ucts

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

Exotic

vegetables

Fresh Veg­eta­bles

fruits

Fresh Fruits

Organics

Value Added

Tropical

Ethnic

Herbs

Fresh-​cut and Pot­ted Floral

Eggs, Cheese & Other Dairy

Juices

zucchini flowers

Specialty

Gro­cery Items and More

PRO*ACT

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.

DIS­COVER YOUR ADVANTAGE

Greener Fields Together