Wisconsin Store Offers Free Bus Rides to "Food Desert" Residents

A single-store operator partners with a local transportation company to provide access for residents in Madison's Allied Drive neighborhood to healthful and nutritious food.

August 05, 2010

MADISON, WI - One-store operator Fresh Madison Market, which sits in downtown Madison, is offering free bus rides to its store to residents of the city's Allied Drive neighborhood, located in a "food desert," Supermarket News reports.

Because the Allied Drive neighborhood lacks a local market (its lone supermarket closed in March 2009), FMM reached out to RiteWay bus rentals, partnering with the firm to coordinate free rides on Tuesday from the Allied Wellness Center and on Friday from the Head Start office. Residents then have one hour to shop at the store before returning by bus to their neighborhood. The store also offers home delivery of online orders and serves the Allied Drive area.

"I??m very hopeful that by offering the Allied Drive neighborhood a chance to get healthy, fresh products and make meals in their homes, it will help them to be more aware of their food choices," said Jeff Maurer, owner of Fresh Madison Market. "Every family deserves access to good, fresh food at reasonable prices."

Since its local supermarket closed early last year, Allied Drive residents have turned to Walgreens and QSR alternatives. One resident mentioned to Maurer that he wished residents had better access to his store, prompting the owner to take action.

Providing free bus transportation is one of several approaches retailers are taking to serve "food deserts." Other approaches include online grocery projects (Baltimore, Chicago), a produce delivery truck (Syracuse, NY), and opening stores in food deserts with state assistance (Pennsylvania).

NACS is supportive of the First Lady??s "Let??s Move" campaign, which seeks to eliminate food deserts and make sure all families have access to healthy food choices. Convenience stores are located in every community across the country and can provide options for quick and healthy meals and snacks. NACS is working with members of Congress and the administration to be a part of the solution by forming partnerships between retailers, suppliers, and the government.

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