• 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!

What was once taken for granted has for­ever fun­da­men­tally changed.

Eat­ing out at a local restau­rant or café has dearly been missed. See­ing our favorite wait staff and hear­ing about menu spe­cials will be music to our col­lec­tive ears.

Going to the gro­cery store for weekly pro­vi­sions used to be a chore at best. New restric­tions, pro­to­cols and short­ages com­pound the already stress­ful house­hold duty.

Nor­mal rou­tines are mor­ph­ing in to excep­tional expe­ri­ences. Curb-​side food hand offs and don­ning masks and gloves just to push a shop­ping cart may be part of the next level nor­mal.

The food sup­ply chain in Amer­ica has been extremely chal­lenged. For those who can and will con­tinue to afford fresh foods, it is a time for real grat­i­tude check.

Any­one with food inse­cu­rity cer­tainly has had an entirely dif­fer­ent van­tage point. Whether recently unem­ployed or one of many who has had to worry about the next meal, these times high­light the gaps in between being well-​fed or under nour­ished.

Food box pro­grams and food give­aways have had a place in com­mu­ni­ties for quite some time. Now more than ever, they can sup­port the mar­ket pro­duc­tion from grow­ers, ranch­ers and proces­sors who may need an out­let.

Absent food­ser­vice demand, and with the pre­dictable slow food estab­lish­ment re-​openings, retail cus­tomers are left to fill the void.

Essen­tial ser­vices all along the sup­ply side of the food equa­tion have been amaz­ing.

Ded­i­ca­tion and com­mit­ment dur­ing the weeks of Covid-​19 are not lost on the gen­eral pub­lic.

Those of us in indus­try truly appre­ci­ate the hard work (day-​in and day-​out) that goes in to get­ting food to con­sumers.

“Farm to Fork” or “Field to Plate” are much more than mar­ket­ing slo­gans. Farm­ers, ranch­ers and farm­work­ers under­stand the chal­lenges of man­ag­ing an ade­quate or abun­dant food sup­ply.

Work­ers at every level have made per­sonal sac­ri­fices in April and May to keep dis­tri­b­u­tion flow­ing. Estab­lished safe work envi­ron­ments — in fields, ware­houses and retail stores— has been crit­i­cal to the mis­sion.

Order dur­ing uncer­tainty gives every­one a sense of calm. Adjust­ment and adap­ta­tion will likely linger. More effi­cien­cies may rise from the tax­ing, daily deci­sions all busi­nesses have had to make.

Oper­a­tional reviews could yield to bet­ter ways of putting food on the table. Or not. Sup­ply chain woes, bot­tle­necks or dis­rup­tions don’t just dis­ap­pear when the virus fades. Access to food is a human right. How we deliver that is an open and ongo­ing conversation.

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