FRESH MADISON MARKET CELEBRATES FIRST ANNIVERSARY
FMM rolls out TRUE LOCAL campaign including a mobile application created by UW students showcasing commitment to supporting local products and businesses.
Madison, WI, February 22, 2010 – A year ago, Fresh Madison Market at 703 University Avenue in downtown Madison, opened its doors to the public. In the time since, the locally-owned market has experienced the usual growing pains of a new business, but also has been embraced by the local downtown and campus community, students, and general public.
Starting tomorrow, Fresh Madison Market will be hosting a First Anniversary party with in-store specials, iPad giveaways, free grocery giveaways and a rollout of their commitment to “local” businesses and products. Fresh Madison Market will be introducing their “True Local” campaign which is focused on highlighting local products made in Wisconsin. Exclusive to Fresh Madison Market, the “True Local, Made in Wisconsin” logo (see attached) will be printed on in-store POP (shelf rail tags, stickers, etc). The goal is to highlight all of the local products in the store’s inventory by making the items easily identifiable.
In addition to the in-store POP, customers will be able to download a special mobile application on their smartphone to further enhance the store’s commitment to the local vendor. The application will take in-store materials one step further. The customer will “scan” a barcode by taking a picture of it with their smartphone. Fun, interactive media will teach the consumer about the brand and how the product is made. If the product is not made in Wisconsin, the app will offer local alternatives in the store’s inventory. There may even be a coupon available that the customer can scan at checkout.
FMM partnered with SnowShoeFood, LLC to create the app. This company was founded by a group of UW graduate students who entered themselves as a competitor in the UW-Madison‘s Climate Leadership Challenge. The challenge was to submit ideas that address climate change. SnowShoeFood, LLC’s submission was a mobile app that helps users evaluate the environmental impact of the food available for purchase at a grocery store. They won a $15,000 prize recognizing their innovation as well as a one year lease for their idea.
The group approached store owner, Jeff Maurer, with their idea and incorporated Fresh Madison Market’s store philosophy and ideas into their submission. Maurer thought this app could benefit his tech-savvy customer base who is very environmentally conscious and locally committed, as well as highlight his commitment to carrying local products.
“We are so fortunate to be located in the middle of the University of Wisconsin campus.” Maurer said. “This group is indicative of the great group of smart students at this University and we’re proud to have been partnered with them. I see this app not only good for us but for our vendors such as RP Pasta, Silly Yak Bakery and more. It creates great awareness for them and subsequently, increased sales. These sales stay in Wisconsin enhancing our local and state economies.”
Representatives of SnowShoe Food, LLC. will be on hand all day Wednesday, February 23 in the store demonstrating how the app works, the benefits of the app and answering consumer and media questions. Smartphone users who download the app during the two week anniversary celebration will be entered into a drawing for a free iPad.
This app is exclusive to Fresh Madison Market in the Dane County area. SnowShoeFoods, LLC. is currently recruiting more grocery stores outside of Dane County to carry the app.
For more information on Fresh Madison Market, please contact Jeff Maurer directly or visit the store’s website, www.freshmadisonmarket.com. You can also follow Fresh Madison Market on Facebook and Twitter.
For more information on ShowShoeFood, LLC, please contact Claus Moberg at 608-807-7569 or please visit their website, www.snowshoefood.com.
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