• 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!

As Thanks­giv­ing table set­tings get arranged, include a mind­set of grat­i­tude that will hold past this sin­gle day of appre­ci­a­tion.

From hur­ri­canes to wild­fires, epic nat­ural dis­as­ters dis­rupted and rede­fined the lives of thou­sands. Many of those recently touched by dev­as­tat­ing events, find rea­son to give thanks.

Indi­vid­u­als with a solid foun­da­tion of home, fam­ily, friends and employ­ment have much to cel­e­brate.

Grate­ful­ness is not a one-​time thought, deed or acknowl­edge­ment. It’s an ongo­ing process and prac­tice. It cre­ates new chan­nels of pos­si­bil­ity and oppor­tu­nity. It touches love, friend­ship, ser­vice and our human­ity.

In the dark­est of times, there is often some good to be found. Explore what might be at the core of any life alter­ing event. Com­mu­nity is often an abun­dant source of sup­port and strength. Com­mon Unity is a wel­comed by-​product of dis­as­ter.

Through­out the Amer­i­can his­tory, reli­gious lead­ers, polit­i­cal fig­ures, and pres­i­dents have called for national hol­i­days to express grat­i­tude and thank­ful­ness to God.

It was Pres­i­dent Abra­ham Lin­coln who des­ig­nated the fourth Thurs­day in Novem­ber as a national day of Thanks­giv­ing.

This was done in the midst of the Civil War. A coun­try divided sounds famil­iar.

In the open­ing lines of his procla­ma­tion, Lin­coln iden­ti­fied spe­cific areas where the nation had pros­pered through­out the year. He encour­aged the nation to pray for heal­ing, restora­tion, peace and unity. We could use the same today.

Iden­tify a hope­ful sign each day. Count your bless­ings. Look out­side ones self. Reach out. Offer a small kind­ness towards oth­ers in need.

Value your time. There is no guar­an­tee on how much of the clock is left. Exer­cise an atti­tude of grat­i­tude and a com­mit­ment to live with a grate­ful heart. The uni­verse will shower abun­dance on those who express daily thanks.

Enthu­si­asm for life and the acknowl­edge­ment of all things good goes a long way toward Thanks­giv­ing Day and those days that fol­low.

Set the table with more than fine linens, pinecones and sil­ver. Find a place for intended joy and the bounty that flows freely. “Happy Thanks­giv­ing” to all.

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