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!

Cold and flu sea­son is on the hori­zon. Some work places have already seen the unwanted viral spread of germs, coughs and sore throats.

This is a good time of year to refresh the fun­da­men­tals of pre­ven­tion. Invest­ing in healthy habits is a good jump start to ward­ing off a lousy cold or flu bug.

Flu vac­ci­na­tions are avail­able at nearly every phar­macy, gro­cery store and clinic in town. Dou­ble down on pro­tec­tion by boost­ing your immunity.

The Cal­i­for­nia cit­rus sea­son is just under­way. Some of the best sources of vit­a­min C are cit­rus fruits. Juic­ing up with new crop navel oranges, grape­fruits, tan­ger­ines, man­darins and lemons gives the body a lift and sup­ports the body’s nat­ural defenses.

A well-​balanced diet, rich in veg­eta­bles and fruits– leafy greens, cau­li­flower, mush­rooms and cit­rus fruits– pro­vides the nutri­ents to resist pathogens. Atten­tion to what goes on the plate is par­tic­u­larly impor­tant when fight­ing sea­sonal bugs.

Stay Hydrated. Drink­ing plenty of flu­ids is impor­tant year-​round, espe­cially dur­ing cold and flu sea­son. Water is the obvi­ous choice, but other liq­uids count too. Fresh veg­eta­bles and fruits contain a fair amount of water and assist with hydra­tion. Lay off the sug­ary drinks and pay atten­tion to keep­ing up on water intake.

Find a way to up gar­lic and gin­ger root addi­tions to recipes. Gar­lic is known to have antibac­te­r­ial, antivirus and anti­fun­gal prop­er­ties. It is effec­tive at fight­ing both path­o­genic bac­te­ria and harm­ful microbes.

Ginger’s anti-​inflammatory attrib­utes can head off early cold symp­toms. Honey added to hot tea or water may also work as a heal­ing agent against microbes.

Hand wash­ing sounds rudi­men­tary but may be our great­est defense against get­ting sick. Fre­quent and thor­ough (use soap and warm water, dry com­pletely) hand wash­ing dur­ing the day inter­cepts res­pi­ra­tory illnesses.

Along those same lines, san­i­tize shared prop­erty at work or at home. Door­knobs, light switches, microwaves, refrig­er­a­tors, cof­fee machines, etc. all become an easy mag­net for germs.

Log­i­cal good behav­ior, from man­ag­ing stress and get­ting enough sleep to reduc­ing alco­holic bev­er­ages and processed foods con­tribute to immu­nity strength.

Food choices affect over­all health. Don’t wait until coughs and sneezes per­me­ate the work­place. Play it smart with good food choices that deliver on sound nutri­ents. Every bite and sip mat­ters. Make each one count.

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