Freshmobile, a Grocery Store on Wheels, Reaching Underserved Areas

Wisconsin man bringing produce to low-income neighborhoods.

2012-06-28

MADISON, WI, June 28, 2012 (Press-News.org) Everyone knows that it's important to have plenty of fruits and vegetables, especially for growing children. But for many families in Dane County, being able to provide that healthy, fresh food is more than an inconvenience. It can be nearly impossible.

Jeff Maurer, owner of local grocery store Fresh Madison Market, has put together a custom-built grocery store on wheels called Freshmobile, with the support of several other local companies. Beginning July 2, he will travel six days per week to Allied Drive and five other 'food deserts' in the Madison area, providing the healthy food those areas so desperately need.

"In some neighborhoods, they're shopping at a Walgreens or a gas station," Jeff Maurer, owner of Fresh Madison Market said. "We wanted to provide a better, healthier option."

In the Allied Drive neighborhood, a low-income area, there has not been a grocery store within walking distance since 2009 when the Cub Foods grocery store moved out. Many of the people who live there don't have cars, so getting regular fresh produce for their families can be a big challenge.

According to the USDA's Economic Research Service an estimated 23.5 million people live in food deserts. More than half of those people (13.5 million) are low-income. The goal of the Freshmobile is to eventually serve more neighborhoods around Dane County and beyond.

About FreshMobile
The Freshmobile Initiative is the creation of Jeff Maurer, owner of Fresh Madison Market, a local grocery store. With the help of local companies like Meriter Health Services, Physicians Plus Insurance, Kayser Ford and Madison Community Foundation, the refrigerated grocery store on wheels will make regular visits to underserved areas of Dane County.

Website: http://www.marketonwheels.com

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