Carcione got his start doing radio commercials for his produce business in 1967, when he was discovered by KCBS radio announcer Dave McElhatton. He went on to host short
television and radio bits offering advice in the world of
produce, and wrote a newspaper column and two books on the same subject. The Greengrocer television news feature was produced on location at the Golden Gate Produce Terminal and syndicated throughout the United States and Canada. Commercial television stations contracted with Mighty Minute Programs of San Francisco to obtain the exclusive rights to broadcast Joe Carcione's Greengrocer report on a market-by-market basis. In some television markets, the feature was sponsored by grocery stores interested in associating with The Greengrocer. == Personal life ==