• 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!

Cul­ti­vat­ing Change is a local farm grant pro­gram offered by Greener Fields Together.

It aims to fund projects and pur­suits that will help local farm­ers do what they’re best at– farm­ing.

Qual­i­fied grow­ers and aggre­ga­tors are able to win fund­ing based through an online vot­ing plat­form and peer review panel.

As farm­ers applied for this cur­rent Jan­u­ary pro­gram, they were required to apply for a spe­cific fund­ing cat­e­gory to enhance an area of oper­a­tions. Demands for all farms and ranches requires a con­tin­u­ous state of improve­ment for sus­tain­abil­ity.

Cer­ti­fi­ca­tions is one fund cat­e­gory that assists with organic, food safety, non-​GMO, fair trade, bio­dy­namic or other daunt­ing reg­u­la­tory require­ments. This is an avenue of com­pet­i­tive advan­tage for many growers.

Mar­ket­ing grant funds can help with some­thing as sim­ple as pack­ag­ing mate­ri­als and labels. It could also be used for social media or web-​site assis­tance. Resources for these endeav­ors are often over­looked or restricted at small scale farms.

Infra­struc­ture includes invest­ments to facil­i­ties, fleets, equip­ment and the like. It could mean newer reusable plas­tic con­tain­ers (RPC’s) or orchard bins. A trac­tor or much needed deliv­ery vehi­cle would be pos­si­ble.

The Capac­ity Build­ing seg­ment of fund­ing relates to edu­ca­tion (which orga­ni­za­tion doesn’t need that? ) or improve­ments to GAP and Food Safety pro­grams. All aspects are vital to keep­ing a farm­ing oper­a­tion suc­cess­ful and mov­ing for­ward.

Gen­eral Pro­duce Co. is very proud and pleased to have three local farms par­tic­i­pat­ing in this years Cul­ti­vat­ing Change farm grant pro­gram.

Daily vot­ing through­out the month of Jan­u­ary is required to place our farms in the final awards. Vote for all three of our val­ued farm part­ners each day.

Our appli­cants: Full Belly Farm, Pre­mier Mush­rooms and Still­wa­ter Orchards — David J. Elliot & Son. Each of them wor­thy of our con­sid­er­a­tion (votes) for award­ing them valu­able tools to con­tinue.

Full Belly Farm is a cer­ti­fied organic farm located in the beau­ti­ful Capay Val­ley of north­ern Cal­i­for­nia. They are com­mit­ted to fos­ter­ing sus­tain­abil­ity on all lev­els, from fer­til­ity in our soil and care for the envi­ron­ment, to a sta­ble and fair work envi­ron­ment for its work­ers.

Pre­mier Mush­rooms is located in Colusa in North­ern Cal­i­for­nia. In seven short years, their farm has expanded from 16 to 64 grow­ing rooms and grown pro­duc­tion to 300 thou­sand pounds per week.

Still­wa­ter Orchards is a true fam­ily farm, owned and oper­ated by the Elliot Fam­ily since 1860. They’ve man­aged to retain ben­e­fits of the fam­ily farm; pride of own­er­ship, com­mit­ment to qual­ity, and stew­ard­ship of the land while stay­ing at the fore­front of tech­nol­ogy and the tools needed in a rapidly chang­ing indus­try.

Win­ners will be announced Feb­ru­ary 4, 2019. Help us have a local farm, maybe all three, in the win­ners cir­cle! Sign up to Vote: http://​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