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!

A few crisp days strung together and sweat­shirts get pulled out of the closet. So too, do the recipes we love that cel­e­brate fall.

Ingre­di­ents begin to shift and the land­scape changes in the mar­ket­place. There is more to autumn days than pump­kin spice and pump­kin lattes.

Apples and pears are now being har­vested. It seems impos­si­ble, but true, new vari­eties seem to appear each year. Ver­sa­til­ity finds them a role in starters, sal­ads, entrees and desserts. Savory to sweet, scout out a fall favorite to switch up main menu plan­ning and lunchtime snacks.

Tex­ture and taste give apples and pears the green light for pair­ing with cheeses, nuts, fresh greens and other part­ners. Both fruits com­pli­ment meat dishes and offer veg­e­tar­ian swaps in grain, pasta and rice prepa­ra­tions.

Figs, pome­gran­ates and per­sim­mons are sig­na­ture fruits that fol­low apples and pears . They like that lit­tle cold snap that fol­lows hot weather. Cran­ber­ries will make an appear­ance by the end Sep­tem­ber. Once they debut, kiss sum­mer goodbye.

Hard squash make a grand entrance this time of year. Del­i­cata, red kuri and kabocha take a detour from tried and true but­ter­nut and acorn vari­eties. Soups, stews and casseroles come alive with color and fla­vor as newly har­vested squash are intro­duced.

As delib­er­a­tions over how to use them unfold, park them on a table­top or counter. The inter­est­ing shapes, sizes and outer shells will pro­vide plenty of visual curios­ity.

Veg­eta­bles gain more pop­u­lar­ity in fall. Insert Romanesco, fen­nel or Jerusalem arti­chokes for that unusual com­po­nent on the plate. Noth­ing against Brus­sels sprouts or broc­coli. There are times when the influ­ence of a lesser known prod­uct can and will dif­fer­en­ti­ate a dish.

Beans and legumes are a good foil for con­trast­ing leafy greens. Spinach, Lacinato or red kale and arugula all work well with pulses. So do col­lard, mus­tard and chard. Cook some greens.

Sweet pota­toes and yams come in to the spot­light as a sea­sonal fall favorite. They have a var­ied lineup as we roll through har­vest­ing regions and farms. Pur­ple, red, yel­low and orange make them a nutri­tional pow­er­house on top of hav­ing great fla­vors.

There’s no deny­ing that pump­kin any­thing is boss when it comes to late Sep­tem­ber and all of Octo­ber. Keep the door open for the bounty of other fall har­vest pro­duce items. Squeeze them in amongst the sugar pie pump­kins and minis.

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