( Photo, logo courtesy FreshXperts; graphic by Amelia Freidline )

FreshXperts has added Dan Avakian to its group of produce industry consultants.

Avakian is well known, especially in the San Francisco area, for his knowledge of retail merchandising, operations, quality assurance, foodservice and more, according to a news release.

He started in the industry in 1976 at an open-air market in Alameda, Calif., where he worked for nine years. He moved to a supermarket chain in 1985 as a produce manager. He started Dan’s Fresh Produce, a retail-wholesale market in 2006 turning it into a popular destination, according to the release.

He turned the operation over to a partner in 2019 and focuses on promoting produce through YouTube videos, websites, social media and live events. A former radio deejay, Avakian is outspoken about fresh produce.

“Dan has tremendous experience in the fresh food industry and has an entrepreneurial spirit unmatched,” FreshXperts founder Anthony Totta said in the release. “Dan expands FreshXperts consulting offerings by with a skillset that is highly complementary with the other members of our team.”

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