Joe Cannatelli is the owner of the aptly named, J.C.’s Quality foods, J.C.’s main product is nuts, dried fruits and confectionary and what a story. Joe started J.C.’s in 1994 with a single product, a kid’s confectionary bar and a single vehicle, his parents 1980 commodore.
Joe grew up on an apple and pear orchard in Melbourne's south east, where his parents ran a 7-day a week fruit shop. It was during these tough beginnings that Joe developed a love of the “mum and dad” store and fresh produce, including nuts.
After completing year 12 and a twelve month stint at an economics degree out at Warrnambool Uni, Joe was between working with his dad Frank in the family fruit shop and doing big hours in the hustle and bustle of Footscray’s Wholesale Market when, at the age of 21, he decided to have a go at his own little fruit shop in Croydon. A very long story short, the confectionary line Joe had on his counter was selling better than his fruit and veg! So, in the afternoons, while mum looked after the shop, Joe was off distributing this single line to other fruit shops in the area, that’s right, in the back of the commodore, then to all of Melbourne, then to the entire state, and J.C’s Quality Foods was born.
Surprisingly with so much happening, Joe somehow has still found time to be an Ambassador for Australia Day, and is involved with the likes of Variety, Pat Rafters Cherish the Children foundation and Oxfam. Joe is proud to be Australian and has been an Australia Day Ambassador since 2009.