Freshmobile heads to Madison food deserts

Earlier this week, Barry Adams at the Wisconsin State Journal reported about the new Freshmobile, “a mobile grocery store packed with apples, oranges, lettuce, dairy products and some dry and canned goods.” As Adams describes,

The Freshmobile is a nonprofit arm of the Fresh Madison Market, a 20,000-square-foot grocery store that opened in 2010 in the heart of the UW-Madison campus. The $150,000 Freshmobile also receives financial support from the Madison Community Foundation, Physicians Plus, Meriter Health Services, Kayser Ford, Monarch Media, CloudTactix and Indianapolis Fruit.

The idea of the project is to service low-income neighborhoods where grocery options are limited. The trailer accepts Quest cards from the Wisconsin FoodShare program, debit and credit cards, and cash. The trailer is open six days a week, moving among eight locations.

For the full story, including a photo gallery and a map and schedule for the Freshmobile’s weekly stops, head here.


Photo by CocteauBoy (Troy Tolley) via Flickr (CC BY-ND 2.0)



  1. Little Sis

    I think this idea is SO smart – eliminates so many of the barriers to fresh food in the inner city. Wouldn’t it be nice if something similar hung out by the food trucks where people get lunch so often – bet there’d be a few who’d rather have an apple than a hot dog.

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