Joe Granato founded the produce company that bears his name at the age of 44 in downtown Salt Lake City. The son of Italian immigrants, Joe started in the produce industry with Pacific Fruit after serving in the Army in Europe during World War II. In 1964 Joe went into business for himself, rising early each morning to inspect fruits and vegetables at the different houses before buying the best quality and delivering it to his customers.

Known throughout the community as a fair business man Joe worked tirelessly to ensure his customers were always satisfied with the produce he sold them.


When the original growers market closed in the mid -1970's Granato’s moved to the new market at the 600 West and 500 South blocks where the business thrived. Soon acquiring more warehouse space was necessary and encompassed more than 10,000 square feet. During this time Joe’s son Marty became more involved with the day to day operations and buying of produce. Many of Joe’s children have been involved in the business including Marty and his sister Tracy who handles all the bookkeeping. Up to this time most of the product sold was purchased off the other vendors on the Salt Lake market. Marty began to develop relationships with growers in the major growing areas including California and Arizona which resulted in Granato’s ability to bring in fresher produce and give their customers the best quality available. Soon semi loads of fruits and vegetables were being delivered direct to Joe’s warehouse several days a week.

In 1999 a new $2 million dollar 23,000 square foot facility was built to house the company and move it forward to the next level. This building features state of the art coolers and truck unloading facilities. Joe’s spirit of fair business and quality above quantity is the rule by which the business is operated today. Every lot of produce is inspected for quality and temperature when it arrives on our dock.

With an up to date HAACP program, stringent cleaning procedures, independent food safety monitoring and employee education Granato’s can provide as safe a product as is possible to the consumer.