Dan and His Experiences in the Produce and Media Industry

Dan Avakian’s passion for fresh produce began in 1976, when he started working at a popular open-air produce market in Alameda, California. What started as a teenage job quickly turned into a lifelong career. Dan spent more than nine years at the market before moving on to Fry’s Food Stores in 1985, where he worked as a clerk and eventually Produce Manager.

At the same time, Dan was also on the air, moonlighting as a rock jock on KCFM Radio in the Bay Area. With a deep love for broadcasting, production, voiceover work, and music across many genres, Dan naturally gravitated toward sharing stories, information, and his extensive record collection with listeners. He didn’t realize it yet, but the seeds for something much bigger were already being planted.

A Voice for Produce

While working in radio, Dan often brought fresh fruits and vegetables into the station to share with staff. Questions started flying. What is this? How do you eat it? Where does it come from? One evening, during a live on-air interview, a guest asked Dan about the produce he had brought in. Phone lines lit up. Listeners wanted to know more.

Dan brushed it off at the time, but the moment would prove pivotal.

Industry Leadership & Quality Assurance

Dan’s drive to understand every facet of the produce industry led him to Costco Wholesale in the late 1980s, where he helped pioneer the company’s produce program in the Western region. In the early 1990s, he went on to help establish the Produce Quality Assurance program at Sysco Foodservice at its Bay Area Distribution Center, contributing to multiple initiatives focused on food safety, quality, and sourcing.

The Produce Pair Radio Show

In 1998, Dan’s friend and produce industry colleague Mark “Guido the Gardener” Ferro convinced him to co-host a produce-focused radio show. Dan resisted until Guido wore him down. They recorded a demo at a local station where Dan’s longtime friend, Bay Area radio personality Jay Michaels, was working. Unbeknownst to them, the station owner was listening. Halfway through the recording, he burst into the studio and declared, “I want you guys on the air!” That moment launched The Produce Pair Radio Show.

The show ran for seven years as a one-hour Saturday morning lifestyle program, eventually airing on the Talk America Radio Network and later the Universal Talk Networks. The Produce Pair led to live events and appearances on both local and national television. Today, archived episodes can be heard on Spotify.

Dan's Fresh Produce

After decades across retail, wholesale, foodservice, and media, Dan came full circle, returning to the very market where his career began. He re-opened it as Dan’s Fresh Produce, a multi-award-winning retail-wholesale market built on strong relationships with local and small family farms.

With the signature tagline, “It’s Like a Farmer’s Market Every Day!”, the store became a destination for families, chefs, food lovers, nutritionists, and everyday shoppers. Dan’s Fresh Produce earned numerous honors, including Best Produce Market in the Bay Area multiple years in a row by Bay Area A-List.

It was here that Dan launched his YouTube channel, Dan The Produce Man®, using his decades of radio and television experience to educate, entertain, and inspire people to enjoy fresh fruits and vegetables, continuing his mission to be a trusted voice for produce.

Consulting and Promotions

Today, Dan continues to expand his trusted voice in produce through his YouTube channel, a growing presence on Rumble, and across social media platforms.

Dan is also the host of Fresh From the Field Fridays, produced by AgLife Media for the Produce Industry Network. New episodes are released every Friday and feature conversations, insights, and stories from across the fresh produce industry, covering growers, retailers, trends, and the people who make it all happen.

In addition to his media work, Dan is a member of the FreshXperts Consulting Consortium, where he shares his decades of hands-on experience consulting with produce companies, retailers, and organizations seeking practical, real-world guidance.

To book Dan click here.