SALINAS, CA - The arena of fresh is rich with expertise that not only raises the bar for produce but for food categories across the board as they strive for excellence. With growth on the consultancy front, FreshXperts has welcomed Dan Avakian to the team with a passionate eye on the future of the industry.

“The decision to join FreshXperts was an easy one for me. After learning more about the group and speaking to many of the consultant members, many of whom I know well, I decided it would be a great fit not only for me but for my business and family,” Avakian said. “Our value alignment and the collection of complementary experience of the other members of the team make perfect sense. I am proud to be joining a consortium of experts that share my broad-based experience to create bottom-line results for our clients.”

Avakian brings a wealth of experience to his role with FreshXperts, having made industry strides in California’s San Francisco Bay Area for his expertise in retail merchandising, quality assurance, operations, foodservice, and much more, according to a press release.

The FreshXperts team is over the moon to have Avakian join the team as he holds the keys to over 43 years of expertise and experience in the industry.

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

Avakian's passion for produce took root in 1976 when he started working at an open-air produce market in Alameda, California, where he began to build is repertoire with his mentor in the business, 50-year veteran Frank March. Avakian worked at the market for more than nine years and then moved on to a supermarket chain in 1985. While working as a produce manager he also cut his teeth as a Rock Jock on KCFM Radio in the Bay area. In 2006, Avakian established Dan’s Fresh Produce, a retail-wholesale market at the same location where he started in the mid-1970s. His love and commitment to local and small family farms became his signature tagline, “It’s Like a Farmer’s Market Every Day!”

Today, Avakian focuses on sharing the joys of fresh fruits and vegetables. Using his television and radio experience, he creates videos promoting fresh produce on his YouTube Channel, websites, social media, and live events, as well as consulting in several fields of the fresh produce industry.

A huge congrats to Dan Avakian for joining the FreshXperts team and we look forward to watching you pave the consultancy road ahead!

FreshXperts