Joe Bashir, the proprietor of Joe's Fruit and Veg, is Austrailan born and bred. He was born in Parramatta, where he spent the first 19 years of his life. He worked as a young man in his uncle's corner store, until he decided to venture into his own business. Joe then moved to Anytown and opened his own Fruit and Vegetable shop. Which he has successfully been running for the past 27 years.

Joe enjoys the intimacy he shares with his clients, unlike the larger supermarkets, and he thinks that this is the main reason for his store's ongoing success.