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!

All indus­tries have jobs that require train­ing. Food, and pro­duce specif­i­cally, are no dif­fer­ent. What sets us apart is the care and han­dling required of fresh food prod­ucts.

Indi­vid­u­als who are new to the pro­duce learn­ing curve are promptly informed that they are not han­dling a can of veg­eta­bles on a gro­cery store shelf.

What­ever the role played along the sup­ply chain, human hands are involved. Plant­ing, har­vest­ing, pack­ing, ship­ping, and prepa­ra­tion call for a deep under­stand­ing of tak­ing the best care, at all times, of the fruits and veg­eta­bles.

Fac­tors like proper stor­age tem­per­a­ture and cold chain are fun­da­men­tal not only for prod­uct longevity, but also for how it may end up tast­ing on the plate.

There is a sub­stan­tial dif­fer­ence for retail clerks between “throw­ing freight” and care­ful han­dling. Proper receiv­ing, put-​away and hand-​stacking can pre­vent dam­age (crack­ing, bruis­ing and smash­ing) to fresh goods.

Some items are hardier than oth­ers. Pota­toes, onions and car­rots quickly come to mind. Still, giv­ing them a soft touch rather than a rough tum­ble will pre­serve their integrity.

Bell pep­pers may appear to be sturdy. Slam­ming their car­tons down on a rack or shelf will crack their ten­der walls and loosen their mem­branes. Treat them as frag­ile cargo, along with most other unsus­pect­ing fresh ingre­di­ents.

Pota­toes, toma­toes, avo­ca­dos, pears, whole mel­ons, and other fruits and veg­eta­bles are often stored at room tem­per­a­ture to main­tain qual­ity. Some items in this group like the room tem­per­a­tures for quicker ripen­ing purposes.

Bananas need spe­cial atten­tion daily. Depend­ing on quan­tity usage and stage of ripeness, they my need to ven­ti­lated (uncap the car­ton lids) and cross stack. This allows for air to cir­cu­late around the fruit and release the nat­ural ripen­ing eth­yl­ene gas to dis­si­pate.

Keep these items in a clean, dry place. Pro­duce should not be co-​mingled where meats, fish, poul­try or dairy are stored and pre­pared.

Mush­rooms like a dark envi­ron­ment, so keep­ing them cov­ered is best. Don’t allow refrig­er­a­tor fans to blow directly on the this spe­cialty prod­uct.

At retail in par­tic­u­lar, how a clerk puts prod­ucts away, stocks, rotates and replen­ishes com­pletely impacts how the con­sumer per­ceives qual­ity and fresh­ness. Leafy let­tuces and greens require some pre-​conditioning to rehy­drate before hit­ting the sales floor.

Basic trim­ming and groom­ing tech­niques work to present the best foot for­ward. In this case, the best leaf, bunch or head. Finesse of those expert hands is evi­dent when a con­sumer walks down the “wet rack” of any pro­duce depart­ment. Crisp, clean and hand-​stacked are hall­marks of an admired wet stand.

Rev­er­ence for fresh­ness starts first by han­dling with care. Pay your respect.

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