Dan the Mushroom Man buys fresh, sells fresh

Dan Dan the Mushroom Man, a nickname given from a friend that stuck around, ensures all of his customers receive the freshest products for their tables. The Simcoe Farmers’ Market runs every Thursday, 8 a.m. to 3 p.m. at 172 South Drive, Simcoe.

Alex Hunt 

Advocate Correspondent

For over 50 years, Dan McCutcheon has been selling local produce.

What started in 1970 as a job selling produce at local farmers’ markets turned into a full-time passion rooted in local farms, fresh produce, and community trust.

“I worked at CIBC for four years and then in 1981, I expanded to the Simcoe Farmers’ Market,” said McCutcheon, who is known at the market as Dan Dan the Mushroom Man.

“My philosophy goes back to a gentleman at the Brantford Market. He would say ‘Pile them high and watch them buy, pile them low and watch them go.’ Volume sells and this stuck with me.”

McCutcheon said that he is one of the few market vendors that will make an effort to visit local farms every day to pick up the fresh produce. He said that some stalls collect their product once and keep it for the whole week.

This time of year, McCutcheon sells cucumbers, mushrooms, cocktail tomatoes, field tomatoes, peppers, potatoes, blueberries, strawberries and carrots. He says that he receives great customer feedback on the products that he purchases to sell from local farms.

“One of the greatest compliments that I was given at the Brantford Farmers Market was, I’m a vendor that goes above and beyond to serve the customers,” McCutcheon said. “That makes me feel proud of what I do and that I’m doing the right thing.”

At 67-years-old, McCutcheon has had thoughts about passing the business on to someone else… but only if they follow his ‘buy fresh sell fresh’ philosophy. 

“I’m not really sure when I’ll sell my last pound of mushrooms, I have no children to take over the business,” said McCutcheon. “One thing that I’m stressed about is the new owners need to have the same business philosophy as I do and keep building the business on freshness.” 

McCutcheon's advice to someone wanting to build a produce-selling business is to focus on specialized items.

“Don't be afraid to take a loss occasionally to maintain freshness every week. Unfortunately, some vendors put the product in a cooler and bring it back the following week but if the quality isn't there then the sales will definitely decline over time.”