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!

Memo­r­ial Day is a national hol­i­day set aside for remem­brance. We com­mem­o­rate all U.S. cit­i­zens who have died in the ser­vice of our coun­try.

Orig­i­nally, we called it Dec­o­ra­tion Day because the tra­di­tion of dec­o­rat­ing sol­diers’ graves with flags and flow­ers seem to fit.

The long obser­vance week­end has also mor­phed into a viable excuse to gather with friends and fam­ily over pic­nics, bar­be­cues and patio meals.

Per­fect tim­ing with warm weather makes this hol­i­day a way to wel­come in more of our favorite local foods. Water­melon, sweet corn, blue­ber­ries, straw­ber­ries, cher­ries and stone fruits are Cal­i­for­nia sourced.

How we trans­form fresh pro­duce in to patri­otic fla­vors is open to inter­pre­ta­tion. Com­bi­na­tions of red, white and blue is an easy begin­ning. Look for ways of assem­bling fruit filled plat­ters and plates with red berries and juicy water­melon. Blue is for blue­ber­ries and even black­ber­ries.

Stars and stripes clearly rep­re­sent “Old Glory”. The thir­teen stripes and fifty stars of the U.S. flag do not have to be per­fectly repli­cated. Cookie cut­ter stars of any size are indica­tive of patri­otic sym­bol­ism.

Cut from pas­try dough or melon, add the five-​point start to pies, cakes, fruit sal­ads and more.

Spe­cialty retail­ers offer star-​shaped pasta for just this occa­sion. Star-​shaped ice cubes dec­o­rate bev­er­age jars and lemon­ade pitch­ers.

Stripes are made of rows of cubed fruit, kabobs, and color breaks. Lay­ers of fla­vor are derived from mix­ing ingre­di­ents that work together.

Sweet onions, cucum­bers and toma­toes are a win­ning side combo. Grilled corn with a kicked up spicy chile-​lime dress­ing presents a new twist to an old bar­be­cue favorite.

None of this should be too con­trived. Hav­ing fun with a patri­otic theme may only take a few col­or­ful nap­kins and a vase of cheer­ful flow­ers.

As Amer­ica reopens, more than 37 mil­lion peo­ple are expected to travel for the Memo­r­ial Day hol­i­day week­end. This is a huge jump from last year’s record low. The rest of Amer­ica is eager to plan for back yard par­ties and social gath­er­ings.

We’re primed with an appetite to get back together in per­son with the peo­ple we’ve missed see­ing dur­ing COVID. Vac­ci­na­tions are well under­way with nearly forty per­cent of Amer­i­cans fully cov­ered. This shot in the arm boosts the col­lec­tive thought to assem­ble.

At its heart, Memo­r­ial Day is a day to solemnly honor all men and women who have paid the ulti­mate price in U.S. mil­i­tary ser­vice. Their sac­ri­fice, and that of their fam­i­lies, is the most impor­tant ele­ment on this day. Remem­ber our fallen.

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