• 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!

Good advice comes to us in numer­ous ways. The recent Pro­duce Mar­ket­ing Association’s Fresh Sum­mit event in Orlando was one of those most pecu­liar chan­nels.

Future Hall of Fame quar­ter­back Pey­ton Man­ning addressed atten­dees at a morn­ing break­fast ses­sion.

Foot­ball fan, or not, his mes­sage res­onated with those for­tu­nate enough to wit­ness his humil­ity, insight and humor. He shared the guid­ance his own father, famed NFL quar­ter­back Archie Man­ning, gave him.

“Reset to zero” is the coun­sel he received from his pops when fac­ing a loss, set­back or any type of adver­sity. This mes­sage is one that keeps replay­ing weeks after Peyton’s PMA’s morn­ing break­fast talk.

Win­ning out­comes require dis­ci­pline and prepa­ra­tion. To hear him tell it, no one stays the same. One either gets bet­ter or worse. Decide each day on goals of con­tin­u­ous improvement.

This sim­ple real­ity applies not only to foot­ball, but other endeav­ors. Con­sider diet and exer­cise. Daily efforts to choose wisely and do bet­ter are some­times foiled by events, poor plan­ning or cir­cum­stances that derail long range suc­cess.

Donuts in the morn­ing with our work pals. Deca­dent desserts on the week­end. Mid-​day snacks or left­over sug­ary Hal­loween treats tram­ple our
best life efforts. Each new day presents a “do over” of sorts.

Recom­mit to start­ing over and cir­cling back to smarter choices. Opt in for eat­ing more fresh fruits and veg­eta­bles.

Use sit­u­a­tions to exert strong will over pass­ing impulses. Stretch the restraint mus­cle, even when it means pass­ing on cin­na­mon apple pin­wheels.

Not pos­si­ble? Then how about shar­ing a plate of temp­ta­tion with a friend instead of devour­ing it all by your­self? The small nod to reg­u­lat­ing poor food indul­gences will come back to improved energy and well­ness.

Mon­day is the nat­ural fresh start to each work week. Meal plans can include a fea­tured raw or cooked veg­gie which rep­re­sents what’s cur­rently grow­ing around the region.

Sal­ads now can intro­duce pome­gran­ates seeds, pear slices and wal­nut halves for inter­est­ing Autumn fla­vors.

What­ever sins of the plate com­mit­ted over week­end brunch, din­ner out or sports games, reset to zero. Square one allows the body to recon­nect to larger fit­ness and health goals.

Back to zero behav­ior is inspir­ing. Dou­ble down with shop­ping lists and menus. Drink water and move. Get out­side for a brisk walk or return to the yoga mat. Reclaim the habits that cre­ate happy humans.

Good advice for this or any time of year!
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