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!

Cul­ti­vated mush­rooms have become an expected “in-​stock 24÷7” pro­duce item for con­sumers. White but­ton vari­ety leads the way in sales, fol­lowed by organic and brown mush­rooms.

Increas­ing pop­u­lar­ity has put mush­room grow­ers in a mush­room pickle.

Faced with ris­ing costs and mul­ti­ple pro­duc­tion chal­lenges, mush­rooms look to be headed for stormy weather. Prod­uct short­ages, higher prices and cus­tomer pro­rates for the upcom­ing hol­i­day sea­son are a for­gone con­clu­sion.

Mush­room har­vest­ing is highly labor-​intensive. Work­ing with an almost always too light labor force (by 25 per­cent), it is not unusual for grow­ers to have to leave mush­room beds un-​harvested due to no pickers.

Turnover rates and labor short­ages plague the indus­try. It is con­sis­tently tough to get peo­ple to work week­ends and do demand­ing work in uncom­fort­able envi­ron­ments. This is true for other agri­cul­tural items also.

Grow­ing mush­rooms is a year-​round endeavor. Even so, sea­sonal sup­ply and fierce demand affect day-​to-​day avail­abil­ity. Ini­tia­tives to increase con­sump­tion have boosted inter­est.

Sus­tained cold and inclement con­di­tions affect the com­post­ing process by which mush­rooms are grown.

Though grown indoors, mush­rooms need a grow­ing medium much of which is a sub­strate made of straw, hay and coconut shells.
Mush­rooms are very per­ish­able and highly sen­si­tive to tem­per­a­ture dif­fer­ences. It is crit­i­cal to impro­vise on the stor­age and pack them in con­tain­ers that extend shelf life.

A recent man­dated power out­age in Cal­i­for­nia set back a major mush­room farm’s pro­duc­tion. Cli­mate con­trolled grow­ing rooms require elec­tric­ity to oper­ate. At every turn, the chal­lenges seem to be mount­ing for con­sis­tent pro­duc­tion.

From whites, porta­bel­las and oys­ters to shi­itake, trum­pet, maitake and enoki, Amer­i­cans have embraced the mush­room craze. More plant based, cen­ter plate meals are gain­ing the favor of home cooks and pro­fes­sional chefs.

Mush­rooms are the per­fect culi­nary vehi­cle to bring tex­ture and fla­vor to com­pan­ion items. Gar­lic, gin­ger, onions and greens make for solid part­ners.

Appre­ci­ate region­ally grown mush­room selec­tions as they are pre­sented in var­i­ous packs and quan­ti­ties. Attrib­utes are dis­tinc­tive to each vari­ety. Enjoy them when you see them.

To read the full Mar­ket Report, includ­ing this week’s mar­ket update, see below or click here.


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