• Here’s What’s in Sea­son for Fall !


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!

Decem­ber hol­i­days beg for some décor that is fresh and nat­u­rally fra­grant to com­bat the assault of plas­tic, glit­ter all things arti­fi­cial.

Yule­tide cheer has evolved from past tra­di­tions into mod­ern day dec­o­ra­tions using ever­greens, berries, fruits and lights.

Gar­lands, wreaths and can­dles were once the only sure thing when it comes to door­ways and man­tels.

The sig­nif­i­cance of a wreath, sym­bol­iz­ing ever­last­ing life, goes back to ancient Greek and Roman times.

A renewed approach to fresh arrange­ments main­tains mean­ing to the com­po­nents. Con­tem­po­rary designs appeal to a much broader con­sumer base.
Ever­greens, com­monly used in hol­i­day decor — cedar, fir, juniper and oth­ers– are a sign of endurance, strength and heal­ing. These hearty plants are able to with­stand even the harsh­est of win­ters. They are aro­matic and wel­com­ing to guests.

Pep­per berries and holly berries add color and tex­ture to boughs and wreaths. A walk on a favored trail is cer­tain to reveal a shrub with col­or­ful, bright berries that will con­tribute to table top or lau­rel dis­plays.

Other ele­ments eas­ily woven into hol­i­day vignettes are com­mon to the win­ter land­scape. Cut branches from sil­very trees, broad leaves from mag­no­lia or euca­lyp­tus trees or fruits and flow­ers pop­ping from December’s gar­den rise to the occa­sion.

There is no right or wrong when it comes to hol­i­day dec­o­rat­ing. The idea is to build on fam­ily tra­di­tions and make last­ing mem­o­ries.

Like most good things in life, enjoy­ing the process leads to the desired out­come. Ush­er­ing in the hol­i­day sea­son with­out the guilt of one more dead­line is pru­dent.

Let go of any demands put on by oth­ers. Allow the season’s spirit to seep in and unfold with remark­able moments as they hap­pen. Cre­at­ing inspired hol­i­day spaces works best with­out imposed expec­ta­tions.

Make the most of any dec­o­rat­ing time. A work sta­tion keeps orga­ni­za­tion for cut­ting tools, wire for bind­ing, lights and adorn­ments. Play music if it helps cap­ture the mood– clas­si­cal, rock, pop or coun­try– gospel or zen, find the sweet spot and let it flow.

Using what we find in nature, along with found objects already around the house, is easy on the wal­let. A sprig here, a twig there…pinecones, olive clus­ters and snipped rose­mary or bay leaves accen­tu­ate a ceramic bowl, glass vase or brass door hook.

Kumquats, tiny apples and pome­gran­ates pump up the color on scented greens. Less stress and more eggnog, please!

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