Peter Napolitano, the beloved television personality known to audiences across the New York area as Produce Pete, died Monday, January 26, 2026. He was 80 years old.
For more than 30 years on air, Napolitano brought his passion for fresh fruits and vegetables to Saturday morning television segments on Weekend Today in New York, offering practical advice on selecting and preparing produce while building a devoted following across the region.
Steven Bognar, Managing Editor of WNBC-TV, announced the death on the social media platform X. The cause of death was not disclosed.
“For more than 30 years, WNBC viewers tuned in on Saturday mornings to watch ‘Produce Pete’ offer his fruit and vegetable recommendations as well as cooking tips on ‘Weekend Today in New York,'” said Amy Morris, Senior Vice President of News for NBC 4 New York and Telemundo 47. She added that he had been a cherished part of their station family, and that viewers felt the same way — meeting him at their Health Expo, Feeding Our Families food drives, or at the many farmers’ markets throughout New Jersey where he was always completely at ease.
Born February 23, 1945, in Bergenfield, New Jersey, Napolitano grew up immersed in the family produce business. His father had come from Italy, and together they built Napolitano’s Produce, a store established in 1959 that would become a fixture in Bergen County for decades. Napolitano ran the family produce business for over 50 years before the store closed in 2006 after 53 years of operation.
The market was more than just a business for Napolitano—it was where he developed the expertise and genuine enthusiasm for fresh produce that would later captivate television audiences. He met his wife, Bette, as a teenager when he was 16, and the couple married in 1967. Their partnership extended beyond their personal life, as Bette would eventually join him in sharing their culinary knowledge with the public.
Napolitano’s television career began in 1992 when he started his segment on NBC New York, eventually spending 33 years on air. His Saturday morning appearances gave viewers seeking guidance tips on everything from selecting ripe melons to preparing seasonal vegetables. His approachable style and deep knowledge made complex topics accessible to home cooks of all skill levels.
Each segment concluded with his signature catchphrase: “If you eat right, you’re going to live right!” The simple motto encapsulated his philosophy about the connection between quality produce and overall wellness, a message that resonated with generations of viewers.
Napolitano remained humble about his television success despite his decades-long presence on local airwaves. He spoke proudly of his immigrant background and the path that led from selling produce alongside his father to becoming a trusted voice in kitchens across the region.
Napolitano authored multiple books sharing his expertise with readers, starting with “Produce Pete’s Farmacopeia” published in 1994. The comprehensive guide covered fruits and vegetables from apples to zucchini, offering detailed information about selection, storage, and preparation.
In 2023, he published his memoir “They Call Me Produce Pete,” providing readers with a personal look at his life and career. The following year, in 2024, he and Bette collaborated on “In The Kitchen With Bette & Produce Pete,” a cookbook that combined family recipes with produce wisdom accumulated over decades in the business.
Napolitano also shared his knowledge through hands-on instruction, hosting cooking classes at prestigious retailers including Macy’s and Bloomingdale’s. These classes gave participants direct access to his expertise and allowed him to demonstrate techniques in person.
His commitment to promoting healthy eating extended to younger generations as well. Napolitano spoke at schools throughout Bergen County and the Englewood area, sharing his passion for produce and encouraging students to develop good eating habits early in life. These educational appearances reflected his belief that teaching children about nutrition could have lasting impacts on their health and well-being.
Throughout his career, Napolitano balanced his television presence with community engagement. He appeared regularly at farmers’ markets across New Jersey, connecting directly with the people who watched his Saturday morning segments. These appearances allowed him to maintain the personal connections that had always been central to his approach, treating viewers as neighbors rather than distant audience members.
Napolitano’s impact on local television and food culture in the New York metropolitan area spanned multiple generations. Parents who watched his segments as young adults later introduced their own children to Produce Pete, creating a multigenerational following that spoke to the timeless appeal of his straightforward advice and genuine personality.
His expertise came from genuine, hands-on experience rather than formal culinary training. Having worked in the produce business for over 50 years, Napolitano possessed knowledge that could only be gained through daily interaction with fresh fruits and vegetables, learning their seasons, understanding quality indicators, and discovering the best ways to prepare them.
The longevity of his television career—more than three decades on the same station—represented a rarity in modern broadcasting. In an era of frequent personnel changes and format shifts, Napolitano remained a constant presence on Saturday mornings, building trust with viewers through consistency and reliability.
Napolitano is survived by his wife, Bette, their two children, and seven grandchildren. His family occasionally appeared with him during his television segments, sharing in the joy he found in teaching others about food and healthy living.
