NEW BEDFORD — Longtime morning personality familiar to SouthCoast listeners J.R. Reitz has passed away.

Reitz passed away unexpectedly at his New Bedford home Monday morning. He was 66 years old.

J.R. was first heard on Fun 107 in 1994 as the host of J.R. and Kookinbocker in the Morning.

Reitz later co-hosted the show with the late Sharon Fogaren, who passed away suddenly in 2009.

In 2013, J.R. retired as Program Director and Morning Show Host on Fun 107, and later returned to New Bedford earlier in 2018 as an afternoon news anchor on 1420 WBSM.

Reitz had just started hosting a new morning show on WPLM in Plymouth before his passing.

This story will be updated.