Joe Carcione, who has offered millions of people consumer tips as TV's "Green Grocer," died Tuesday in Burlingame, Calif., after a long battle against intestinal cancer. He was 73.

Carcione began his career in his father's produce market in 1933 after finishing high school.

The gravelly voiced produce expert whose trademark was his pronunciation of "VEG-ee-tibles" was famous for his weekly radio and television spots in which he told consumers about produce bargains and pitfalls. He also wrote two books.

At his peak, Carcione wrote three newspaper columns a week, producing TV and radio spots that reached 10 million listeners and helped him earn $500,000 a year. He was syndicated on about 80 TV stations nationwide. He attributed his success to his sincerity.