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Fresh Madison Market is offering free bus rides to the residents of the Allied Drive neighborhood on the south side of Wisconsin’s capital city to its downtown store location.
The goal of these bus trips is to provide residents with a fresh, healthy food alternative in a grocery store setting, something store officials say this neighborhood lacks. Because many residents do not have their own transportation, they’re welcoming the bus rides offered by the grocer.
Residents had done their marketing at a Cub Foods market until that store closed in March 2009, leading them to seek other alternatives. When a resident of the neighborhood told Fresh Madison Market store owner Jeff Maurer that he and other residents wished they had better access to the store, Maurer decided to help them.
Maurer partnered with RiteWay bus rentals to offer rides free of charge from the Allied Drive neighborhood to his store in downtown Madison. Buses run twice a week, on Tuesdays and Fridays, allowing residents an hour for their shopping. The store delivers their chosen groceries to them at home.
“I’m very hopeful that by offering the Allied Drive neighborhood a chance to get healthy, fresh products and make meals in their home, it will help them to be more aware of their food choices.” Maurer said. “Every family deserves access to good, fresh food at reasonable prices.”
Maurer opened Fresh Madison Market in 2008 after a 30-plus year career working for food retailers in Minnesota, Illinois and Wisconsin.