• Here’s What’s in Sea­son for Summer!


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!

Gro­cery mar­ket­ing has declared Feb­ru­ary as National Snack Food Month. Super Bowl Sun­day is just days away.

We are a nation of snack­ers, spend­ing over $60 bil­lion dol­lars annu­ally on those ever tempt­ing chips, crack­ers and other processed good­ies.

On the heels of those recently made res­o­lu­tions to eat bet­ter and cre­ate a life around health­ier imper­a­tives, take time for prepa­ra­tions. A month-​long snack fest requires some resis­tance, resolve and retool­ing.

Turn the tables on the media dri­ven snack food propo­si­tions. Favorite nib­bles can have a makeover that sat­is­fies every occa­sion. Don’t sup­port empty calo­ries and car­bo­hy­drates, sat­u­rated fats, high in sugar and pro­vide no nutri­tional value.

It’s hard to resist Dori­tos and Ruf­fles. Mod­er­a­tion is key in most food choices. Watch what goes in to the shop­ping cart for improv­ing the inevitable snack attacks. Look for desir­able alter­na­tives to the known cul­prits of over-​indulged behavior.

Avoid­ing inte­rior super­mar­ket aisles is a smart approach to snack-​worthy shop­ping. The fresh perime­ter depart­ments offer many good options for health­ier nib­bles and graz­ing. Look to pro­duce, fresh delis and in-​store pre­pared foods areas for cleaner con­ve­nient selec­tions.

Fresh fruit and veg­etable options allow for food crav­ings to be answered by fiber, fla­vor, tex­ture (crunch fac­tor) and phyto nutri­ents.

Paired with cheeses, nut but­ters, yogurt and bean dips and spreads, fresh pro­duce picks are prac­ti­cally guilt free.

Mak­ing time for home made recipes con­tributes to con­trol­ling and reduc­ing poor snacks.

The use of whole grains, nuts and dis­cern­ing ingre­di­ents empha­sizes that all foods are fuel for the body and brain. Eat­ing right makes for improved per­for­mance.

All aged indi­vid­u­als, from ado­les­cents to seniors, ben­e­fit from upgrad­ing to health­ier snack­ing. These “mini meals” give us energy and fuel brain power. By con­trol­ling blood sug­ars, we may inclined to actu­ally eat less at pre­scribed meal times.

Tummy growls fed by a hand full of almonds or cucum­ber quinoa rounds with hum­mus will stave off pesky hunger pangs. Wise mid-​day choices help to main­tain higher energy lev­els through­out work or school hours.

Pop­u­lar now are snack deliv­ery ser­vices based on what type of snacker pref­er­ences are iden­ti­fied. Low carb or low calo­rie, high pro­tein and low sugar are all on the menu.

Pos­i­tive ideas are around to snack lightly.

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