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!

Car­ni­val sea­son always cul­mi­nates on Fat Tues­day, the day before Ash Wednes­day, the first day of Lent.

Peo­ple lucky enough to visit New Orleans the week lead­ing up to Mardi Gras will enjoy a feast of foods and sig­na­ture bev­er­ages.

Influ­ence comes largely from Cre­ole and Cajun cuisines. Clas­sic crowd pleasers include gumbo, jam­bal­aya and étouf­fée.

Loca­tion aside, plan a cel­e­bra­tion dur­ing the days of Car­ni­val. High­light slow cooked, fla­vor rich meals that can feed a large table.

Build­ing depth in dishes is easy when it comes to mas­ter­ing the all pow­er­ful Miropoix. Three veg­etable basics — car­rots, cel­ery and onions com­prise this start to many fine dishes.

These “aro­mat­ics,” come together to add fla­vor and aroma to stocks, sauces, soups and other casse­role and large pot foods.

Tra­di­tional Mire­poix con­sists of two parts onions, one part car­rots and one part cel­ery, with the pro­por­tions deter­mined by weight. Cajun chefs are known to use a vari­a­tion on mire­poix which con­sists of three parts onions, two parts cel­ery and one part green bell pep­pers. This foun­da­tion is taken so seri­ously it is called “the holy trin­ity”.

That base­line is a jump­ing off point for red beans and rice, and other favorites.

Still more vari­a­tions for full fla­vor uti­lize toma­toes, parsnips, leeks, cel­ery root, fen­nel bulb, shal­lots or gar­lic.

Sweets and drinks are always part of the magic around Fat Tues­day. Beignets and bananas Fos­ter for cer­tain, but did you know that Fat Tues­day is actu­ally Pan­cake Day?

In Poland, it’s Paczki Day, which refers to the jelly-​filled dough­nuts they enjoy. This is a true foodie indul­gence right before forty days of absti­nence, reflec­tion and repen­tance.

Feel free to throw back a vin­tage craft cock­tail, namely the Saz­erac. Aro­matic, herba­ceous and bit­ter­sweet, this drink high­lights rye whiskey and requires a mere four ingre­di­ents. Gar­nish with a wedge of lemon or peel but do not under­es­ti­mate the potency.

Mardi Gras is all about fam­ily, parades, music, cel­e­bra­tion and great cui­sine. Get the menu in place using fresh ingre­di­ents. Plan for a pic­nic or party and then Lais­sez les bons temps rouler….Let the Good Times Roll.
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