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!

A sym­bol of pros­per­ity and abun­dance, exquis­ite pome­gran­ates have long been cher­ished for their beauty, ben­e­fits and unique taste.

The ruby red bulbs are dif­fi­cult to resist as they begin to appear in our fall mar­ket­place.

In North Amer­ica, pome­gran­ates have tra­di­tion­ally only been avail­able from around Octo­ber through Jan­u­ary.

Con­sumer demand has called on sup­pli­ers to import fruit from the south­ern hemi­sphere dur­ing the off-​season. This means, pom arils (the edi­ble inter­nal seed) has become a year-​round jewel for sal­ads, dips, baked goods and out of hand eat­ing.

The delight­ful, sweet-​tart crunchy seeds perk up nearly any plate with their sassy color and burst of tangy juice. This is real party food for adults, turn­ing the ordi­nary in to a fes­tive occasion.

Just a few of the glis­ten­ing seeds top­ping a cheese spread bruschetta or green veg­etable side (bok choy, green beans or spinach) sug­gests a spe­cial meal expe­ri­ence.

Plain oat­meal gets a morn­ing makeover with the irre­sistible addi­tion of nuts and pome­gran­ate seeds. Cit­rus, bananas, apples and pears are other per­fect break­fast part­ners.

Gar­nish for soups, mains and desserts get the royal treat­ment using pom power. Fresh herbs com­pli­ment the dra­matic affect of pom arils.

Cock­tail time gets the Cin­derella treat­ment with a few red splashes of arils dropped into a flute of cham­pagne. Mixed drinks, adult or oth­er­wise, inspire ball­room danc­ing with pome­gran­ate seeds.

“Open Sesame” — Fol­low a “No Mess” method for cap­tur­ing the seeds from the fruit:

Water Method– Cut off the crown. Cut the pome­gran­ate into sec­tions. Place the sec­tions in a bowl of cold water. Roll out the arils with your fin­gers. Dis­card the skin and mem­branes. Strain out the water.

Tra­di­tional Method– Cut the crown end off a pome­gran­ate, remov­ing with it some of the white pith. Lightly score the skin in quar­ters, from the stem to the crown end. Firmly break the sec­tions apart, fol­low­ing the score lines. Bend back the skin and gen­tly scoop the seed clus­ters into a bowl. Remove any pith.

Gather the seeds or pur­chase them in con­sumer ready packs. Be pre­pared to ele­vate the deliv­ery of any serv­ing with pome­gran­ate power.

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