‘Green Grocer’ Joe Carcione Dies; Gave Tips on Radio, TV

BURLINGAME, Calif. — Joe Carcione, known for his nationally syndicated “Green Grocer” consumer spots on television and radio, died Tuesday at Peninsula Hospital here.

Carcione, 73, was with his family when he died of cardiac arrest after a lengthy battle with intestinal cancer, said his son-in-law, Charlie Earl.

The gravel-voiced fruit and vegetable expert was famous for his radio and television spots in which he would tell consumers which produce to avoid and which was a bargain. He also wrote two books for consumers.

Two years ago, he told the San Francisco Chronicle that people would see him on the street and say, “Hi, Joe, I feel like I know you.”

“That’s a real compliment,” Carcione said.

He began working in his father’s family produce market in San Francisco’s North Beach in 1933, right out of high school.

In 1957, he got started in broadcasting when he began making his own commercials. He was later asked to do unpaid grocer spots on San Francisco’s KCBS and several other radio stations.

In 1974, KRON-TV offered to pay him and his career took off.

At his peak, Carcione wrote three newspaper columns a week and produced TV and radio spots that reached 10 million listeners, earning him $500,000 a year. He was syndicated on about 80 TV stations nationwide, including Los Angeles.

He attributed his success to his sincerity.

“I’m going to tell the truth,” he said. “If I can’t do what’s right, I’m going to get off the air. There’s no other way.”