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!

Tail­gat­ing Sea­son is well under­way. This great Amer­i­can tra­di­tion has moved to higher ground where food and sports take the field together.

Sim­pler times called for pedes­trian sand­wiches, potato chips and cold drinks tossed into a tote bag. Move over Rover.

Tail­gat­ing has become a lively, con­vivial event with a life of its own. This portable party binds game day good eats with an oppor­tu­nity for social­iz­ing with friends and other fans.

The menu may be a bit more high art than high brow. Bring the gear and appetites for a day long feast. Game day? We’ve got you covered.

Sips & Drinks: Go with cool quenchers for those Indian Sum­mer days to hot tod­dies for chill­ier ones around the cor­ner. Fresh cut mel­ons, cel­ery, cucum­bers and cit­rus deliver for bev­er­age gar­nishes. Dress up apple cider with spices, pear slices or even cran­ber­ries. Cheers to fresh lemon­grass or rose­mary skew­ers adding more drama to cock­tail bars.

Snacks & Nib­bles: Herbed roasted nuts, veg­gie cru­dités, chunky gua­camole and roasted red pep­per dip get things rolling. As the crowd arrives, greet them with small bites to break open the festivities.

Break­fast of Cham­pi­ons: For early starters, break­fast runs from the sweet to the savory. Build bold stratas (aspara­gus, leeks, mush­rooms and sweet pep­pers), spinach frit­tatas, and arti­choke tarts. All easy hand foods.

Morn­ing baked goods take on fall using apples, pears, bananas, pump­kin, cran­ber­ries, nuts and dried fruits to sat­isfy the sweet tooth.

Hot Pots: Any­thing goes for chili, stew and soup. A hot cup with the last of summer’s corn, vel­vety car­rots and gin­ger, smoky black bean, or roasted tomato or fen­nel will be memorable.

Grill On: Every­thing gets grilled. Why not have a some dip­ping sauces and glazes for those burg­ers, dogs and kabobs? Fresh herbs add to the platter.

Last Play: Like other major food events, dessert is the finale. Bars, cook­ies and cakes define the vic­tory or soothes any defeat. Score with Fall clas­sics like blondies, apple wal­nut cake and gin­ger spiced molasses cook­ies. The lin­ger­ing mouth feel con­cludes the per­fect tail­gate experience.

Game On Amer­ica! The road war­rior cooks are putting on the show.

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