Fresh News



We all read the updates on weekly mar­ket con­di­tions. Weak, strong, up, down, esca­lated, Acts of God, legs, no legs. All pro­duce lingo to inform end users on the state of let­tuce, berries and veg­eta­bles.

It all sounds fine in an update on paper. Real­ity sets in when we as con­sumers shop and take our fruits and veg­eta­bles home for meals pre­pared in our own kitchens.

For the past sev­eral weeks, exces­sive and pro­longed heat (triple digit tem­per­a­tures) in our prime grow­ing areas is news­wor­thy. Next came the head­lines of mul­ti­ple fires through­out Cal­i­for­nia, Ore­gon and Wash­ing­ton. Smoke and ash con­tinue to push air qual­ity in to unhealthy ranges.

Warn­ings of short sup­plies, higher prices and tight mar­kets are a direct result of those late sum­mer events. Har­vest dis­rup­tions due to lack of labor or min­i­mum time avail­able to pick, sort and pack have worked against grow­ers.

Prod­uct alerts tell retail­ers and chefs to order tight or “truck to shelf or truck to plate”. Valen­cia oranges have suf­fered from heat stress. Romaine, ice­berg and leafy let­tuces are now show­ing the affects of insect dam­age and high tem­per­a­tures.

Grow­ers do their best to mit­i­gate all qual­ity con­cerns in every crop. It makes good sense for the farmer to want to make the most of their sales. Still, unavoid­able cir­cum­stances have pre­vailed this sum­mer to give grow­ers more headaches than usual.

Since most meals are now being made or con­sumed at home under COVID restric­tions, pro­duc­tion dis­rup­tions hit close to home on food waste and the wal­let. Fewer store trips for mar­ket­ing mean the per­ish­ables need to last and go farther.

Read more: Esca­lated & Weak →

Late sum­mer to early fall is a per­fect time to pick and high­light bell pep­pers. They tend to thrive in the hot Cal­i­for­nia sun, so the recent heat wave was not a deter­rent to these col­or­ful beau­ties.

The 2020 Wash­ing­ton state apple har­vest is just under­way. This season’s crop looks to be stel­lar and close to last year’s size in vol­ume.

Apple farm­ers keep grow­ing larger crop sizes and more vari­eties to please the world­wide con­sumer demand of this favorite fruit.

For the sec­ond straight year, Gala apples will be the high­est vol­ume vari­ety pro­duced at 23 per­cent. Red Deli­cious is pro­jected at 17 per­cent, fol­lowed by Fuji apples at 14 per­cent. Granny Smith and Hon­ey­crisp are at 13 per­cent each of total pro­duc­tion.

This year, new­com­ers Cos­mic Crisp is fore­casted to come in at 1.2 per­cent of the total crop and Cripps Pink at 5 per­cent. Pretty good for the new­bies.

Organic apple pro­duc­tion is on track to be about 16 per­cent of the total, or 21 mil­lion boxes. This is up from 15 mil­lion boxes in the 2019 apple crop. By the way, not all organic pro­duc­tion is ulti­mately packed, sold and mar­keted as organ­i­cally grown.

Read more: “A“mazing →

Late sum­mer to early fall is a per­fect time to pick and high­light bell pep­pers. They tend to thrive in the hot Cal­i­for­nia sun, so the recent heat wave was not a deter­rent to these col­or­ful beau­ties.

Orig­i­nat­ing in South and Cen­tral Amer­ica, Colum­bus brought them back to Europe in the 15th cen­tury. They soon became culi­nary stars across the globe.

Bell pep­pers are part of the chile fam­ily. Unlike their spicier coun­ter­parts (ser­ra­nos, jalapeños and habaneros), they do not con­tain cap­saicin, the com­pound that gives chile pep­pers their heat.

At their peak in late sum­mer and early fall, bell pep­pers are avail­able in a rain­bow of col­ors. Their mild fla­vor and sat­is­fy­ing crunch make serv­ing them raw a pop­u­lar choice. Sal­ads and fresh veg­gie plates are dressed up with bright bell pep­per rings or juli­enned strips.

Roast­ing, grilling, bak­ing, or stir-​frying them brings out a deeper, sweeter taste. Their hol­low cav­ity and sturdy walls makes them ideal for stuff­ing. This menu appli­ca­tion seems to fit right in with the tran­si­tion of sum­mer to fall.

There are two major fac­tors that deter­mine a bell pepper’s color. One. The time of har­vest­ing and the degree of ripeness at har­vest time. Two. The pep­per vari­etal.

All bell pep­pers start out green and change color as they mature. If it’s not picked, a green pep­per may become yel­low, orange, or red, depend­ing on its vari­etal. The longer the fruit stays on the vine, the sweeter it becomes. Addi­tional time on the plant also means that more nutri­tional value is gained.

Since they were less ripe when picked, green bell pep­pers have a longer shelf life, but are less nutrient-​dense than bell pep­pers that have matured to other colors.

Read more: Pep­per Picks →

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.

Read more: Essen­tial Labor →

It’s not always easy to get inspired to cook. Even with a myr­iad of inter­net tuto­ri­als on grilling, sum­mer sautéing, and roast­ing, it’s some­times dif­fi­cult to muster any real cook­ing enthu­si­asm.

More meals are now being pre­pared at home dur­ing our stay in and stay safe pro­to­cols. There is no time like the present to dust off the stacks and piles of gifted or pur­chased cook books col­lected over the years.

Most have a trusted “go to” copy of Joy of Cook­ing or The Sil­ver Palate. Tat­tered, stained and gen­er­ally worn with pages lit­er­ally falling from the bind­ing, our most used ones are not in mint con­di­tion. How about the rest of the group? They are pris­tine, hardly cracked and wait­ing patiently for some kitchen love.

Now is the time to intro­duce your­self to the quiet of kitchen ther­apy. Recon­nect to fam­ily roots. Chan­nel the grand­mother or aun­tie in those more dif­fi­cult recipes we’ve always wanted to tackle.

Explore new places through the smells, plates and tastes of Africa, China, India, Mex­ico, Spain and Morocco. Go any­where in the world while con­fined to the com­forts of home.

There is also the mat­ter of mas­ter­ing cer­tain cook­ing tech­niques. Rolling, pinch­ing, knead­ing and brais­ing sur­prise us with pie, dumplings, bread or spicy veg­etable entrees and sides.

Read more: Cook the Books →

Food is cul­ture. Every­thing hav­ing to do with food — from cul­ti­va­tion and prepa­ra­tion to con­sump­tion, reflect cer­tain aspects of dif­fer­ent cul­tures.

Indian cui­sine con­sists of a vari­ety of regional and tra­di­tional dishes native to India. Given the diver­sity in soil, cli­mate, cus­toms, eth­nic groups, and occu­pa­tions, these cuisines vary sub­stan­tially.

A climb­ing food trend is the pop­u­lar­ity of Indian restau­rants. Depend­ing on the influ­ences of regional dif­fer­ences, spe­cific spices, herbs, veg­eta­bles, and fruits are used. These are based on what may have been avail­able in the home­land regions.

Indian food is heav­ily influ­enced by reli­gion, in par­tic­u­lar Hin­duism. The cui­sine is also shaped by cen­turies of Islamic rule, par­tic­u­larly the Mughal rule. Samosas and pilafs are exam­ples.

Exotic ingre­di­ents and a full range of fla­vors– spicy, sweet, sour and hot, make it a desir­able and excit­ing food explo­ration.

Famil­iar spices that are com­mon to many Indian dishes — cumin, corian­der, turmeric, and gin­ger, pro­vide numer­ous ways of using them and com­bin­ing them. There are at least thirty other spices behind those four.

Read more: Curry Curry →

Going “back to school” amid COVID con­di­tions is any­thing but nor­mal. As health offi­cials, par­ents and school lead­ers decide on what safe learn­ing looks like, there is the loom­ing ques­tion of “what’s for lunch”?

Through­out the past sev­eral months, many school dis­tricts have been able to pro­vide grab and go lunches and some­times break­fast to appre­cia­tive fam­i­lies.

In many cases, these meals are the only or most sub­stan­tial nutri­tion a child might expect that day.

The USDA funds sev­eral meal and nutri­tion pro­grams. These pro­grams oper­ate in pub­lic and non­profit pri­vate schools and res­i­den­tial child care insti­tu­tions. Most pro­vide nutri­tion­ally bal­anced, low-​cost or free meals to chil­dren each and every school day. The orig­i­nal pro­gram was estab­lished under the National School Lunch Act, signed by Pres­i­dent Harry Tru­man in 1946.

Sev­enty four years later, food inse­cu­rity for school aged kids is even greater. Roughly, 30 mil­lion stu­dents eat school lunch every day and 22 mil­lion of these chil­dren rely on free or reduced-​price school lunch.

School lunch and break­fast are free for house­holds under 130% of the fed­eral poverty level and reduced cost for house­holds under 185% of poverty. The Fed­eral Poverty Line is $26,200 for a fam­ily of four in 2020.

Read more: Lunch Box Relief →

The Viet­namese noo­dle soup that fea­tures a rich, aro­matic broth and rice noo­dles is a light, sat­is­fy­ing meal fit for sum­mer.

Pho (sounds like “fuh) is tra­di­tion­ally made using whole spices, beef bones, and fish sauce. It’s easy enough to elim­i­nate the meat or fish com­po­nents and zero in on the fresh herb and veg­etable ele­ments.

This suit­able for sum­mer vegan broth derives its depth and char­ac­ter from whole spices, aro­matic veg­eta­bles, chile pep­pers, and mush­rooms. Shi­take mush­rooms are first in line. Oys­ter or cri­m­ini are excel­lent sec­ond and third place drafts.

Gar­nished with cilantro or basil, bean sprouts and a squeeze of lime, the essence of this sim­mer­ing bowl is fully present.

Home cooks are find­ing ways to cre­ate their own ver­sions of this sooth­ing broth when take out or deliv­ery is unavail­able. Com­fort is a byprod­uct of in-​home prepa­ra­tion and as well as the slurp­ing.

Build base fla­vors begin­ning with star anise, whole cloves, whole pep­per­corns, and cin­na­mon sticks. Fresh gin­ger root, gar­lic and onions get the soup pot going. Char the onions, gin­ger and gar­lic to max­i­mize their potency.

Tamari, soy sauce and water sub­sti­tute the fish sauce. Steep the ingre­di­ents over low heat to release the aromatics.

Read more: “PHO“nomenenal →

Click to Down­load the Lat­est Recall PDF
Ever since the start of the global pan­demic, cit­rus demand and vol­ume have been tremen­dous. Navel oranges, in par­tic­u­lar, have been in high demand.

Con­sumers have got­ten the mes­sage that vit­a­min C is a good immu­nity boost. Given any chance to fight COVID-​19 through health­ier food choices, cit­rus makes log­i­cal sense.

Typ­i­cally, veg­etable choices make their way to the gro­cery shop­ping list. We tend to build meals around veg­eta­bles or at min­i­mum, lay a foun­da­tion of fla­vor. Fresh fruits suf­fer the fate of being more of an “impulse” buy over must have items.

Onions, cel­ery, gar­lic, car­rots, mush­rooms and bell pep­pers fre­quent any tasty sauce, stir fry or sum­mer grilling dish. It’s dif­fi­cult to imag­ine cook­ing with­out them. These pantry sta­ples are hardly out of stock.

Spe­cialty or eth­nic menu sug­ges­tions call for egg­plants, cab­bages, green onions, leeks, pota­toes and squashes. Turn­ing them in to a sump­tu­ous meal is only a recipe away.

Most fresh prod­ucts are being sold by super­mar­kets. In the United States and many other coun­tries, restau­rants are still closed or lim­ited on how much and what food is being served.

Less demand on cer­tain fresh pro­duce items and more demand on oth­ers makes it a very unpre­dictable sup­ply chain. Afford­able fruits and veg­eta­bles with a good shelf life com­mand shop­per atten­tion. In nor­mal mar­kets, fruits gen­er­ally get trac­tion from sea­sonal pro­mo­tions. Today’s empha­sis is geared towards stay­ing healthy.

Read more: Fruit Impulse →

On Fri­day, Octo­ber 11, 2019, our res­i­dent GP “Chefs” made 14 deli­cious dishes using any vari­ety of win­ter squash. Some devel­oped their own recipes while oth­ers cooked or adapted clas­sic recipes found in cook­books or inno­v­a­tive recipes found on food blogs. Win­ners won Tar­get gift cards of $25, $15 or $10.

Con­grat­u­la­tions to the win­ners & thank you to all of the par­tic­i­pants. We enjoyed a very tasty Fri­day and have a new appre­ci­a­tion for win­ter squash thanks to you!
Check out the dishes and click on the titles in green to see the recipes:

Cran­berry Chip Squash Bread
Romana Har­ris
First Place

Kuri Curry
Coconut Soup
Gina Back­ovich
Sec­ond Place

But­ter­nut Squash
Galette
San­dra Sanchez
Third Place

But­ter­nut Squash, Sausage
and Tortellini Soup
Traci Ennis

But­ter­nut & Red Kuri
Squash Soup
Rochelle Grover

Parme­san Acorn
Squash
Leah Haz­zard

Roasted Red Kuri Squash with Can­nelli Beans
& Spinach Salad

Linda Luka

Kabocha Squash
Donut Muffins
Linda Luka


Spicy Squash Salad
with Lentils and
Goat Cheese

Jeff Sac­chini

African Lamb Kabocha Tagine
Gina Back­ovich

Lemon Grass But­ter­nut Squash
Patty Chan

Sauteed Del­i­cata
Squash
Nancy Spinella

Green business Bureau article about GP
Green Busi­ness Bureau
By Amanda John­son Sep­tem­ber 11, 2018 Blog, Mem­ber News

From food­ser­vice to retail, export to whole­sale, the fresh pro­duce dis­tri­b­u­tion busi­ness can cover a wide-​rage of busi­ness seg­ments that come together to ser­vice every­thing from gro­cery stores to restau­rants and casi­nos to schools. One busi­ness that suc­cess­fully cov­ers all of these seg­ments is Green Busi­ness Bureau mem­ber, Gen­eral Pro­duce Com­pany, a com­pany tack­ling the fresh pro­duce mar­ket in North­ern Cal­i­for­nia.

Founded in 1933 by Chan Tai Oy, his three sons and nephew, Gen­eral Pro­duce Co. is a third gen­er­a­tion owned and oper­ated fam­ily busi­ness that dis­trib­utes and exports fresh fruits and veg­eta­bles that are local, organic, sus­tain­able, and region­ally and glob­ally sourced. As a PRO*ACT mem­ber, Gen­eral Pro­duce is focused on energy con­ser­va­tion and reduc­tion, recy­cling and par­tic­i­pat­ing in pro­grams like Greener Fields Together, a local farm ini­tia­tive. Gen­eral Pro­duce works to inte­grate sus­tain­abil­ity – social, envi­ron­men­tal and eco­nomic – into their daily busi­ness prac­tices and long range plan­ning.

While Gen­eral Pro­duce is chal­lenged with facil­i­ties that are dated in terms of struc­tures, energy sys­tems, fleet demand for ser­vice and CA leg­is­la­tion, they have worked hard to be cre­ative in address­ing the demands of state man­dates, as well as facil­ity lay­out. From light­ing to cool­ing and refrig­er­a­tion, the company’s oper­a­tions and facil­ity team con­tin­u­ously work toward mak­ing improve­ments. They also look for ways to min­i­mize the company’s envi­ron­men­tal impacts in the areas of water, waste, energy and air, and reduce their car­bon foot­print by installing cost sav­ing mea­sures.

“Our approach to busi­ness is guided by our com­mit­ment to the prin­ci­ples of integrity, hon­esty, per­sonal rela­tion­ships, diverse exper­tise, stew­ard­ship and inno­va­tion,” said Linda Luka, Direc­tor of Mar­ket­ing & Com­mu­ni­ca­tions. “We are ded­i­cated to pro­vid­ing qual­ity ser­vice and prod­ucts. To do so, our aim is to ensure that our work­force and com­mu­ni­ties ben­e­fit from the small scale of our daily oper­a­tions to the large scale of our sup­ply chain.”

Read the orig­i­nal arti­cle here.

Seek­ing to infuse your culi­nary or bev­er­age cre­ations with the ulti­mate fresh fruit fla­vor? No need to peel, dice, purée, and sim­mer for those ideal results.
Per­fect Purée is the solution!

Per­fect Purée is the pre­mium purée prod­uct on the mar­ket. The suc­cu­lent, single-​note fla­vors of Per­fect Purée inspire every­thing you can think of: cock­tails, mari­nades, cakes, cook­ies, sor­bets and smooth­ies. At the back of the house or front of the house, chefs, cookes, baris­tas, bar­tenders, pas­try chefs, and brew mas­ters love this prod­uct line!

For a per­fect sum­mer, try out our favorite warm weather fla­vors: El Cora­zon, Pink Guava & Pas­sion Fruit.

Call us today to order your sam­ple kit. Can’t wait? Go online to http://​bit​.ly/​g​p​p​u​r​e​e.

Dan Chan (Pres­i­dent) and Tom Chan (CEO) with Sacra­mento Food Bank & Fam­ily Service’s Kelly Siefkin (far left) and Blake Young (sec­ond from right)
Last week, Farm-​to-​Fork and Food Tank hosted the inau­gural food sum­mit called Farm Tank in Sacra­mento. Look­ing to fur­ther offer indus­try mem­bers oppor­tu­ni­ties to learn about the unique per­spec­tive of Cal­i­for­nia food and agri­cul­ture, Gen­eral Pro­duce par­tic­i­pated in Farm Tank in many ways. We really wanted to pro­vide an exhil­a­rat­ing expe­ri­ence that will advance con­ver­sa­tion around access to healthy food. All of the thought­ful con­ver­sa­tion and edu­ca­tion that tran­spired those few days could poten­tially improve our local food system.

Read more: Farm Tank Sum­mit & On the Plate 2016


Learn about California’s rich agri­cul­tural industry.


CON­GRAT­U­LA­TIONS RYAN BLANCAS!

The United Fresh Retail Pro­duce Man­ager Awards Pro­gram pays spe­cial recog­ni­tion to pro­duce man­agers on the front lines in super­mar­kets work­ing every day to increase sales and con­sump­tion of fresh fruits and veg­eta­bles. Gen­eral Pro­duce is hon­ored to have nom­i­nated yet another win­ner, Ryan Blan­cas of Beale AFB Commissary.

In June, Ryan, along with Gen­eral Pro­duce team mem­bers, will attend the United Fresh Pro­duce Inno­va­tion Con­fer­ence in Chicago. United Fresh will honor 25 of the industry’s top retail pro­duce man­agers for their com­mit­ment to fresh pro­duce, inno­v­a­tive mer­chan­dis­ing, com­mu­nity ser­vice and cus­tomer satisfaction.

Left to right:
Mar­lon Walker, Store Direc­tor, Beale AFB Com­mis­sary
Alan Edi­ger, VP Busi­ness Devel­op­ment, Dole Fresh Veg­eta­bles
Ryan Blan­cas, Pro­duce Man­ager, Beale AFB Com­mis­sary, 2016 Retail Pro­duce Man­ager Award Win­ner
Jeff Ober­man, VP Trade Rela­tions, United Fresh Pro­duce Association
Just a lit­tle less than 2 hours away in Pleasan­ton, the Expo It is a great oppor­tu­nity for us to see what’s new out there. It is easy for us to take our cus­tomers with us to con­nect with grow­ers, ship­pers, and retail­ers. The Expo exhibitors pro­vide updates on their lat­est crops and prod­ucts while we get to talk to them about how and why they do what they do.

GP Team Mem­bers David John III, Jen­nifer Ho, Ray Hoell­warth, and Linda Unden attended the FPFC Nor­Cal Expo this year. They all enjoyed it and are look­ing for­ward to more FPFC events.

Read more about the event:

By Kath­leen Weaver

Most con­sumers believe pro­duce comes shrouded in plas­tic; per­fectly selected apples pre­sented in a pris­tine pack­age ready to enjoy. And while any­one eat­ing fruits and veg­eta­bles excites me for all the obvi­ous rea­sons; health and com­merce related, there is one sig­nif­i­cant dif­fer­ence between the eater of today and that of the past. Eighty years ago most folks knew how an apple was grown, which is no longer the case.

Eighty years ago a sub­stan­tial chunk of the work­force was employed in agri­cul­ture; 22% of work­ers rep­re­sent­ing roughly 27 of 123 mil­lion peo­ple who called the US home at the time. They farmed on small farms in all regions of the US pro­duc­ing mostly for their own sub­sis­tence. How­ever, trends began to shift with elec­tri­fi­ca­tion, mech­a­niza­tion, and infra­struc­ture and trans­port improve­ments, allow­ing peo­ple to seek off-​farm work. This is where we see the most sub­stan­tial change in our food sys­tem that until recently remained unchallenged.

Read more: Break­ing Down Bar­ri­ers for Local Food →

Dan, Brian and Tom (in absen­tia) received the Seven Seals Award rec­og­niz­ing Gen­eral Pro­duce as a Patri­otic Employer for its sup­port of the Guard and Reserve. At a spe­cial pre­sen­ta­tion in front of the Sacra­mento Board of Super­vi­sors , Gen­eral Pro­duce, along with other Sacra­mento area employ­ers, were hon­ored and recognized.

For the past 12 years, GP has been able to accom­mo­date our National Guards­man, Todd Pratt, as he has been called for train­ing and deployed dur­ing his mil­i­tary ser­vice. We are proud of him and proud to be able to con­tribute to sup­port­ing our mil­i­tary troops abroad.

Read more here:

http://​www​.esgr​.mil/​N​e​w​s​-​E​v​e​n​t​s​/​E​S​G​R​-​I​n​-​T​h​e​-​N​e​w​s​/​a​r​t​i​c​l​e​T​y​p​e​/​A​r​t​i​c​l​e​V​i​e​w​/​a​r​t​i​c​l​e​I​d​/​5194​/​G​e​n​e​r​a​l​-​P​r​o​d​u​c​e​-​C​o​m​p​a​n​y​-​s​u​p​e​r​v​i​s​o​r​-​h​o​n​o​r​e​d​-​b​y​-​D​e​p​a​r​t​m​e​n​t​-​o​f​-​D​e​f​e​n​s​e​-​f​o​r​-​p​a​t​r​i​o​t​i​c​-​s​u​p​p​o​r​t​.​a​s​p​x

Gen­eral Produce’s vision of cre­at­ing a dis­tinc­tive, col­lab­o­ra­tive cel­e­bra­tion to high­light the best Cal­i­for­nia grown foods in the midst of the 2015 Sacra­mento Farm-​to-​Fork Fes­ti­val came to fruition and exceeded all expectations.

Gen­eral Pro­duce, a third-​generation, locally owned, family-​run dis­tri­b­u­tion com­pany part­nered with long­time cus­tomer, Fat’s Fam­ily Restau­rant Group, to host “On the Plate” dur­ing this year’s Farm-​to-​Fork Fes­ti­val on Sep­tem­ber 26th.

The large mar­quee booth (a 50′ x 60′ tent and out­side dis­play space) attracted folks with a vin­tage Gen­eral Pro­duce deliv­ery truck, draped in fresh flo­ral, fruits and veg­eta­bles. The col­or­ful fall hard­scape pro­vided the per­fect back­drop for snap­shots. This dis­play was the most phot­graphed of the day for press and fes­ti­val atten­dees, post­ing to Insta­gram, Twit­ter and Facebook.

Read more: “On the Plate” Draws Impres­sive Crowd at 2015 Farm-​to-​Fork Festival →

Gen­eral Pro­duce is proud to be a spon­sor of the Farm-​to-​Fork Fes­ti­val.

Here are some scenes from the day!


Gen­eral Pro­duce con­tributed to a new Guin­ness World Record for the largest fruit & veg­etable dona­tion with 170,923.8 pounds of fresh pro­duce col­lected for the Sacra­mento Food Bank and Fam­ily Ser­vices.

This Farm-​to-​Fork Cel­e­bra­tion event was orga­nized by the Sacra­mento Con­ven­tion and Vis­i­tors Bureau with an orig­i­nal goal of 25,000 pounds of pro­duce. Gen­eral Pro­duce was pleased to donate 2,000 pounds to the cause and deliver an addi­tional 300 pounds of Pre­mier Mushrooms!

Per­ish­able News

The Packer

And­NowU­Know

Sacra­mento Bee
Sacramento’s third Farm-​to-​Fork cel­e­bra­tion will open in less dra­matic fash­ion than the pre­vi­ous two.

The event, which cul­mi­nates Sept. 27 with the (sold-​out) Tower Bridge Din­ner, will kick off at 5 a.m. Wednes­day with a fresh-​food drive on Capi­tol Mall. Con­tri­bu­tions will go to Sacra­mento Food Bank & Fam­ily Ser­vices, which will dis­trib­ute food and serve as a clear­ing­house for other food banks in the region.

Local gro­cers Raley’s and Nugget, pro­duce sup­plier Gen­eral Pro­duce, Cal­i­for­nia Endive Farms and the Cal­i­for­nia Pear Advi­sory Board will donate pro­duce to the event. Dona­tions of fresh, local pro­duce from the pub­lic also are welcome.

The goal is to col­lect at least 25,000 pounds of fresh food and set a Guin­ness World Record. A Guin­ness rep­re­sen­ta­tive will be on hand at the food drive, which lasts until 11 a.m.

World record bid aside, this kick­off event likely will pro­vide less spec­ta­cle than the inau­gural Farm-​to-​Fork celebration’s cat­tle drive and the sec­ond year’s trac­tor parade – both of which tra­versed the Tower Bridge. But it’s still an out­size dis­play of Sacramento’s farm-​to-​fork bona fides, said Mike Testa of the Sacra­mento Con­ven­tion & Vis­i­tors Bureau.

“The first year, we wanted to show that farm-​to-​fork was not just pro­duce, but pro­teins,” Testa said. “The sec­ond year was to show the equip­ment that was nec­es­sary for farm to fork. This year, it is to show the bounty of every­thing that is com­ing out of the ground, and to ben­e­fit peo­ple in need – with fresh food and not the tra­di­tional canned goods that peo­ple think of when they think of food donations.”
There are few other places in the coun­try “that could com­pete for a (fresh-​food) world record in a 24-​hour period,” Testa said. “And if they did, they likely would be sourc­ing (some of it) from the Sacra­mento region.”

Sacra­mento Mayor Kevin John­son declared Sacra­mento “America’s farm-​to-​fork cap­i­tal” in 2012. The city’s first Farm-​to-​Fork cel­e­bra­tion, in Sep­tem­ber 2013, lasted a week. This year’s cel­e­bra­tion runs 2 12 weeks and includes the free Farm-​to-​Fork Fes­ti­val Sept. 26 on Capi­tol Mall.

Sacra­mento Bee

America’s Farm to Fork Cap­i­tal, Sacra­mento, CA

Gen­eral Pro­duce, a lead­ing family-​owned and oper­ated pro­duce dis­trib­u­tor, is very proud to announce achieve­ment on their goal of “green cer­ti­fi­ca­tion” through a third-​party eval­u­a­tion and process.

“Thanks to sus­tain­able efforts already in place and prac­tice at Gen­eral Pro­duce, the cer­ti­fi­ca­tion process was achieved well ahead of our orig­i­nal year-​end goal,” said Linda Luka, direc­tor of mar­ket­ing and com­mu­ni­ca­tions for Gen­eral Pro­duce. “Green Plus helped us eval­u­ate and iden­tify areas that we could enhance and expand, as well as focus on new oppor­tu­ni­ties in the sus­tain­abil­ity arena. No one argues that as an indus­try, there is much work to be done. We are pleased to be at the front of that parade.”

Read more: Gen­eral Pro­duce Achieves Green Certification →

Gen­eral Pro­duce is proud to be a spon­sor of the Farm-​to-​Fork Festival.


For more infor­ma­tion, go to http://www.farmto​fork​.com


Inspired by the abun­dance of region­ally avail­able fresh prod­ucts, as well as the hard-​working fam­ily oper­a­tions who pro­vide us with high qual­ity foods, Gen­eral Pro­duce announces a col­lab­o­ra­tive effort to cel­e­brate a locally-​grown food expe­ri­ence dur­ing the 2015 Sacra­mento Farm-​to-​Fork Festival.

Gen­eral Pro­duce, a third-​generation, locally-​owned, family-​run dis­tri­b­u­tion com­pany has part­nered with Fat’s Fam­ily Restau­rant Group, who cel­e­brated their 75th anniver­sary last year, to host “On the Plate” dur­ing this year’s Farm-​to-​Fork Fes­ti­val on Sep­tem­ber 26. This mar­ques event will show­case local ingre­di­ents pre­pared in sig­na­ture recipes by chefs from each of Fat’s four loca­tions. The key component(s) in each cook­ing demon­stra­tion will be sup­plied from local pur­vey­ors who share the vision of pro­vid­ing high qual­ity prod­ucts from California’s heart­land, including:

Van Gronin­gen & Sons
Ratto Broth­ers
Vierra Farms
Pre­mier Mushrooms
Lund­burg Fam­ily Farms
Salle Orchards
Mary’s Chick­ens

“As con­sumers crave a bet­ter under­stand­ing of where their orig­i­nates and of how it is pro­duced, we are priv­i­leged to share the sto­ries of the fam­i­lies who grow or raise the rice, the poul­try, the wal­nuts, the fresh greens, etc.”, said Linda Luka, direc­tor of mar­ket­ing and com­mu­ni­ca­tions for Gen­eral Pro­duce. “Food is per­sonal. We have an oblig­a­tion to pre­serve our rela­tion­ships with the grow­ers and rec­og­nize the dis­tinc­tive places of where our food is raised. The focus is on fresh and sea­sonal. Our sto­ries are about authen­tic and local. It makes sense to part­ner with long-​time, like-​minded fam­ily oper­a­tions to set the table at this year’s Farm-​to-​Fork Festival.”

In addi­tion to the live cook­ing demon­stra­tions, atten­dees will have the oppor­tu­nity to taste spe­cially pre­pared dishes, receive cook­ing tips and recipes, win prizes and most impor­tantly meet the farm­ers who sup­ply the Cal­i­for­nia ingredients.

“The Sacra­mento Farm-​to-​Fork Fes­ti­val is a cel­e­bra­tion of com­mu­nity and a chance to appre­ci­ate the locally grown, pro­duced and sourced foods of our great region. That’s some­thing we have a pas­sion for,” said Tom Chan, CEO of Gen­eral Pro­duce. “We’re proud to expand our par­tic­i­pa­tion this year to show­case these excep­tional ven­dor part­ners and encour­age every­one to stop by to expe­ri­ence ‘On the Plate with Fat’s Fam­ily Restau­rant Group’.”


About Gen­eral Pro­duce - Gen­eral Pro­duce annu­ally dis­trib­utes over 250 mil­lion pounds of fresh pro­duce prod­ucts to retail­ers, restau­rants, schools and other whole­salers in North­ern Cal­i­for­nia, West­ern Nevada, South­ern Ore­gon and the Pacific Rim. Head­quar­tered in Sacra­mento, the “Farm-​to-​Fork Cap­i­tal of the World,” Gen­eral Pro­duce is a proud sup­porter of the locally grown move­ment and sources from a net­work of local farms to sup­ply the best pro­duce avail­able. This third-​generation family-​owned busi­ness has hon­ored their com­mit­ment to world-​class cus­tomer ser­vice for more than 80 years. To learn more about Gen­eral Pro­duce, please visit www​.Gen​er​al​Pro​duce​.com.


Per­ish­able News
And­NowU­Know
Fresh Plaza
The Packer

If you love local, sustainably-​farmed food, Cal­i­for­nia pear farm­ers have what you’re look­ing for. This week, a group of Cal­i­for­nia pear farm­ers has launched a cam­paign to pro­mote pears pro­duced in and around Sacra­mento as part of the America’s Farm-​to-​Fork Cap­i­tal movement.

Nearly all pears from Cal­i­for­nia are grown in small com­mu­ni­ties near Sacra­mento. Each year in early July pears begin har­vest­ing from the Sacra­mento Delta grow­ing area and then in neigh­bor­ing Lake and Men­do­cino coun­ties later in the month. That means that locally-​grown pears are plen­ti­ful in sum­mer and through­out the fall.

“We’re hop­ing to get con­sumers excited about locally-​grown pears and the farm­ers who grow them,” said Chris Zanobini, exec­u­tive direc­tor of the Cal­i­for­nia Pear Advi­sory Board, which is head­quar­tered in Sacra­mento. “Pear farm­ers are big sup­port­ers of the America’s Farm-​to-​Fork Cap­i­tal pro­gram and we’re help­ing to spread the word about foods grown near Sacra­mento with a num­ber of spe­cial events, give­aways and pro­mo­tions for Sacra­mento area consumers.”

Read more: Pear Farm­ers Launch Locally Grown Cam­paign for Sacramento-​Area Consumers →

Gen­eral Pro­duce has announced its con­tin­ued advo­cacy for healthy lifestyles for California’s youth by host­ing a series of events this sum­mer. In com­bi­na­tion with sev­eral gro­cers and DeCA com­mis­sary stores, the Gen­eral Pro­duce team is tak­ing its “Let’s Move Cal­i­for­nia” show on the road.

“We value our work­ing rela­tion­ships with California’s finest inde­pen­dent gro­cers, as well as our DeCA part­ners,” said Linda Luka, Mar­ket­ing Direc­tor of Gen­eral Pro­duce. “Our mis­sion to edu­cate our youngest con­sumers is top of mind as we cul­ti­vate the next gen­er­a­tion of healthy eaters.”

These events tie-​in with Gen­eral Produce’s par­tic­i­pa­tion with the eat brighter!™ cam­paign and encour­ages pro­duce con­sump­tion in chil­dren. Includ­ing fresh gar­den bars, fresh fruit pizza mak­ing, face paint­ing, water games, and Zumba ses­sions, Gen­eral Pro­duce will pro­vide local kids with an oppor­tu­nity to win a bike, a fam­ily movie pack­age, or other sum­mer fun prizes. Out­door pro­duce farm­ers mar­kets coin­cide with most of the events, mak­ing it a fam­ily affair.

“These events help high­light the gro­cery retailer as a true com­mu­nity part­ner. Events are fun for all involved and exem­plify how healthy eat­ing and an active lifestyle help cre­ate a fit for life gen­er­a­tion,” con­tin­ued Luka.

Gen­eral Produce’s 2015 Sum­mer Kid’s Events include:

June 11th: Lone Tree School Sum­mer Camp (Zumba-​tonics & Salad Bar) on Beale Air Force Base.
July 11th: Pay­less IGA Cop­per­opo­lis (Home­town Kid’s Event)
July 18th: Pay­less IGA Pio­neer (Home­town Kid’s Event)
August 8th: Pay­less IGA Lock­e­ford (Home­town Kid’s Event)

Thanks to Gen­eral Pro­duce for bring­ing these fun events to Sacramento!

And­NowU­Know



As a proud sup­porter and inau­gural part­ner of the Sacra­mento Farm-​to-​Fork move­ment, Gen­eral Pro­duce is pleased to pro­vide locally grown pro­duce for this year’s kick-​off event, “Bub­bles & Berries.”

As one of the area’s old­est pro­duce dis­trib­u­tors, Gen­eral Pro­duce relies on their long-​lasting rela­tion­ships with California’s pre­mier grow­ers to source the best the state has to offer. The Sun­day brunch will take place in the Kay dis­trict of down­town Sacra­mento on June 7 and will fea­ture made-​to-​order options pre­pared by 4 Dia­mond Award-​winning Dawson’s at the Hyatt Regency.

“We’re excited about our third year in asso­ci­a­tion with the Farm-​to-​Fork events” said Traci Ennis, Food­ser­vice Sales Man­ager of Gen­eral Pro­duce. “Each year the fes­ti­val and venues grow and our involve­ment does as well. The Bub­bles & Berries Brunch is an excel­lent way to kick off the ‘Taste of Sum­mer’ in our region. We are hon­ored to work with our local farms to sup­ply fresh, local prod­ucts to The Hyatt and Preser­va­tion and Company”.

Read more: Gen­eral Pro­duce Teams Up with Farm-​to-​Fork for Bub­bles & Berries Brunch →