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!

Let’ s be hon­est. In the wide open uni­verse of fresh veg­eta­bles, there are many picks that beat out cau­li­flower in pop­u­lar­ity.

In chef cir­cles, we hear of inno­v­a­tive ways to har­ness the full fla­vor of this under rep­re­sented power source.

Roast­ing leads the way in the method cat­e­gory. An earthy, nutty fla­vor devel­ops by sim­ply oven roast­ing with noth­ing more than a sprin­kle of salt and a driz­zle of cook­ing oil.

The real genius of hacks comes from allow­ing the cau­li­flower to play a sup­port­ing role. Try cast­ing this white, crunchy char­ac­ter in numer­ous dishes that embrace bolder per­son­al­ity traits.

Korean bar­be­cue bowls, buf­falo cau­li­flower steaks, chimichurri cauli, bat­tered and fried and cau­li­flower alfredo liven up the dol­drums of this pedes­trian cruciferous.

Taco Tues­day gets a tasty makeover when the swap is ten­der, roasted, spicy cau­li­flower flo­rets for the fish, meat or other tor­tilla fill­ings. The flo­rets get their kick with chipo­tle or Fresno chili pep­pers giv­ing direc­tion. Gar­nish with fresh lime wedges, cilantro, green onion, avo­cado and thinly sliced radish.

Mashed or riced, nat­u­rally low-​carb cau­li­flower can be a dreamy stand in for pota­toes or rice.

In every­thing from baked goods to pizza crust, those look­ing to shave off a few unwanted calo­ries or car­bo­hy­drates eas­ily turn to cau­li­flower.

Check the pantry. Sriracha, gar­lic, lemon­grass, turmeric, Bal­samic vine­gar, anchovies, gin­ger and harissa each invoke a par­tic­u­lar taste pro­file.

Part­ner­ing cau­li­flower with these very spe­cific ingre­di­ents helps cel­e­brate global influ­ences. From Spain to India, Turkey to Thai­land, the inter­na­tional vari­a­tions are bound­less.

Com­fort foods take a break in non-​traditional plates like cau­li­flower hash, cauli mac and cheese or baked cau­li­flower tots. Fin­ger foods to casseroles, sneak­ing in more veg­eta­bles means more ways to include a year round veg­etable.

Nutri­ent dense dishes made with any kind of fresh veg­eta­bles keep our sat­is­fac­tion level up with less guilt. The most com­monly con­sumed cau­li­flower vari­ety is white, though many col­ors are avail­able (pur­ple, green and orange).

Keep in mind, the white vari­ety has the same nutri­ent rich­ness as its fel­low green cru­cif­er­ous veg­eta­bles like broc­coli or kale.
Get going on a phe­nom­e­nal cau­li­flower hack and improve the weekly menu.


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


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Value Added




Fresh-​cut and Pot­ted Floral

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zucchini flowers


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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