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!

Labor Day 2020 comes in the midst of a global pan­demic and an era of essen­tial work­ers.

Since early March, front-​line work­ers, across mul­ti­ple indus­tries, have faced unprece­dented con­di­tions to per­form our most cru­cial ser­vices.

Typ­i­cally, Labor Day marks the offi­cial “end of sum­mer” fes­tiv­i­ties, vaca­tions and leisure pas­times. Kids go back to school and fam­i­lies set­tle in with more struc­tured rou­tines.

Sport­ing events, con­certs and back­yard bar­be­cues are Amer­i­can high­lights from Labor Days past. Not this year. Card­board cutouts will suf­fice to enter­tain base­ball fans and online vir­tual con­certs intend to ser­e­nade lis­ten­ers.

Back­yard grilling will be served to a restricted num­ber of peo­ple. No crowds or large par­ties allowed this year. Gath­er­ings will be lim­ited. Amaz­ingly, those respon­si­ble for feed­ing Amer­i­cans have shown remark­able resilience.

Farm­ers in Cal­i­for­nia have bat­tled destruc­tive fires through­out major grow­ing regions this sea­son. Still, they con­tinue to har­vest, pack and ship.

On the table, and with­out much inter­rup­tion, we con­tinue to eat our fresh pro­duce. Mel­ons, toma­toes, sweet corn, cook­ing veg­eta­bles and salad ingre­di­ents mag­i­cally find there way to the gro­cers and restaurants.

The vital force of labor con­tributes to our high­est stan­dards of liv­ing. The strength, ded­i­ca­tion and grit of Amer­i­can work­ers is hum­bling.

The first Labor Day parade was in New York City on Sep­tem­ber 5, 1885. It was meant to honor the con­tri­bu­tion of work­ers dur­ing the grow­ing labor move­ments that called for bet­ter pro­tec­tion for work­ers at the height of the Indus­trial Rev­o­lu­tion.

Pres­i­dent Grover Cleve­land offi­cially declared the first Mon­day of Sep­tem­ber a fed­eral hol­i­day on June 28, 1894.

Recent days in Cal­i­for­nia– dur­ing the pan­demic, exces­sive heat waves and numer­ous fires– exac­er­bate an entire set of health and safety con­cerns for work­ers.

To be a farm laborer, retail clerk or food server means expo­sure to poten­tially harm­ful cir­cum­stances. Mind­ful of these fac­tors, they show up any­way.

Putting food on the table is essen­tial work which does not appeal to all of us. It requires man­ual, phys­i­cal labor.

Pick­ing grapes and toma­toes, stock­ing pro­duce or wait­ing tables means stay­ing on your feet, mov­ing, lift­ing and bend­ing. Doing so in close prox­im­ity to oth­ers or in excru­ci­at­ing tem­per­a­tures on bad qual­ity air days, is risky busi­ness.

On this national day of obser­vance, take time to rec­og­nize and thank the ones sac­ri­fic­ing their own health for the good of the whole.

Along with law enforce­ment, pubic safety and health care work­ers, pay trib­ute to farm work­ers, food work­ers and retail­ers. Our great­est national asset are the peo­ple who put ser­vice above self.

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