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  • Here’s What’s in Sea­son for Summer!

Wel­come!

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!


Cal­i­for­nia avo­ca­dos have arrived! They are gen­er­ally avail­able from April to Sep­tem­ber, but for the nearly 5,000 grow­ers in the state, the avo­cado sea­son is a year-​round endeavor.

Farm­ers walk their avo­cado groves every month to check on the trees, assess weather affects and grove con­di­tions. They must ensure avo­ca­dos are on the right track for pro­jected har­vests. Each stage in the growth cycle is crit­i­cal.

Avo­ca­dos, grown on trees, have a tree growth cycle with six stages: flow­er­ing, shoot growth, root growth, fruit set, fruit growth, and har­vest.
That’s a lot to watch and care for dur­ing each sea­son.

Cal­i­for­nia pro­duces about 90 per­cent of the nation’s avo­cado crop. Ninety-​five per­cent of Cal­i­for­nia avo­ca­dos are the Hass (rhymes with pass) vari­ety.

The Hass vari­ety accounts for about 80 per­cent of all avo­ca­dos eaten world­wide. By now, most of us under­stand that an avo­cado is actu­ally a fruit.


Mis­judged as a veg­etable, like their coun­ter­part the tomato, an avo­cado doesn’t quite fit with the per­cep­tion of what a fruit is sup­posed to be.

In some Latin coun­tries like Brazil, avo­ca­dos are rou­tinely eaten as dessert. Avo­cado ice cream, sug­ared avo­cado slices and avo­cado flan are all sweet green treats. We have a ways to go.

The avo­cado toast move­ment put the lus­cious, nutri­ent dense, fruit cen­ter plate at break­fast and lunch. It’s amaz­ing that the craze doesn’t seem to be fad­ing from menu boards.

Once con­sid­ered to be more of a lux­ury food, avo­ca­dos are now a main­stay in every day meals. Sushi, wraps, sand­wiches, sal­ads and spreads soar when avo­ca­dos are on the main ingre­di­ent list.

Healthy eat­ing and avo­ca­dos go hand in hand. Whether it’s calo­ries, fiber, sat­u­rated fat or cho­les­terol, avo­ca­dos have more of what we want and less of what we don’t want.

Nat­u­rally cholesterol-​free, avo­ca­dos spreads, top­pings and dips are a creamy and nutri­tious alter­na­tive to sat­u­rated fat laden recipes. Food swaps using avo­ca­dos make for sat­is­fac­tion.

The best way to tell if a Cal­i­for­nia Avo­cado is ripe and ready for imme­di­ate use is to gen­tly squeeze the fruit in the palm of your hand. Ripe, ready-​to-​eat fruit will be firm yet will yield to gen­tle pres­sure.

Color alone may not tell the whole story. The Hass avo­cado will turn dark green or black as it ripens. Some other avo­cado vari­eties retain their light-​green skin even when ripe. The soft pres­sure test is best.

A taste of Cal­i­for­nia is ripe for avocados.

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

Prod­ucts

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

Exotic

vegetables

Fresh Veg­eta­bles

fruits

Fresh Fruits

Organics

Value Added

Tropical

Ethnic

Herbs

Fresh-​cut and Pot­ted Floral

Eggs, Cheese & Other Dairy

Juices

zucchini flowers

Specialty

Gro­cery Items and More

PRO*ACT

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.

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Greener Fields Together