For each finite real reflection group W, we identify a copy of the type-W simplicial generalized associahedron inside the corresponding simplicial permutahedron. This defines a bijection between the facets of the generalized associahedron and the elements of the type-W non-crossing partition lattice that is more tractable than previous such bijections. We show that the simplicial fan determined by this associahedron coincides with the Cambrian fan for W.