• 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!

Giv­ing back is good. We believe in local farm­ing and we believe that sup­port­ing grow­ers in our com­mu­ni­ties is the best way to ensure a future for food.

Cul­ti­vat­ing Change, the Greener Fields Together local farm grant pro­gram, aims to fund projects that will help local farm­ers do what they’re best at, farming.

Grant amounts up to $30,000 will be funded on an annual basis to qual­i­fy­ing grow­ers through an online vot­ing plat­form and peer review panel.

Cul­ti­vat­ing Change grants are open to all local farm­ers and aggre­ga­tors where pro­duce pro­duc­tion or aggre­ga­tion makes up at least fifty per­cent of their busi­ness. All appli­cants will be eli­gi­ble to par­tic­i­pate in the pop­u­lar vote por­tion of the con­test and only Greener Fields Together local farms will be eli­gi­ble to win by panel review.

All appli­cants must use grant money for the pur­pose spec­i­fied on their appli­ca­tion, share project results, and if selected, agree to the usage of their name and like­ness in mar­ket­ing and pub­lic rela­tions collateral.

There are four cat­e­gories for grant monies being offered this year. Farm­ers choose their own by select­ing which one will serve them best.

Cer­ti­fi­ca­tions may include Organic, Non-​GMO Project, Bio­dy­namic, Fair Trade or Food Safety Audits.

Infra­struc­ture could involve Reusable Plas­tic Con­tain­ers (RPCs), Logis­tics: deliv­ery van, reefer trucks, Equip­ment: facil­i­ties improve­ments, etc.

Capac­ity Build­ing cat­e­gory ideas cover Food Safety /​GAP improve­ments and Con­tin­ued education.

Mar­ket­ing needs cover a wide range of needs from Upgrad­ing labels or car­tons, Mar­ket­ing mate­ri­als and sup­port or Web­site and social media plat­forms. All tools to grow business.

Farm­ers get to write their own ticket depend­ing on a focus for their farm grant appli­ca­tion and funds.Replacing old orchards, installing new irri­ga­tions sys­tems, estab­lish­ing a web-​site, all viable projects for grant money.

Total allo­cated grant funds are $80,000 this year, with des­ig­nated amounts by grower cat­e­gories and appli­ca­tions. Get­ting the word out to all inter­ested farm­ers is essen­tial. Step one in the process is get­ting grow­ers to apply. Tell your farmer friends!

Appli­ca­tions for farm­ers and grow­ers are being accepted now through Decem­ber 15th. For com­plete details and rules, visit www​.cul​ti​vat​ingchange​.org.

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