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Gill McShane


Philadelphia market unveils new look

The city’s wholesale produce market will boast a different name and logo when it moves to a new location in January 2011

Philadelphia market unveils new look

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The Philadelphia Regional Produce Market (PRPM) has introduced a new name and logo preceding the move from the market’s current location to a new, state-of-the-art facility, now planned for January 2011.

After 50 plus years of servicing customers from the south Philadelphia facility, the new Philadelphia Wholesale Produce Market (PWPM) is planning to open its doors in January 2011, according to a press release from PWPM. 

The name was developed strategically to position the new facility as a “wholesale produce market” capable of servicing customers within a 500 mile radius of the new location. 

Boasting over 700,000ft2 of merchant display units, cooling facilities and loading areas, PWPM said it aims to serve customers in a greater capacity than ever before.

“Our facility in south Philadelphia near the stadiums is limiting our ability to conform to the needs of our customers,” said Sonny DiCrecchio, ceo of PWPM. 

“In the new facility, we will not only exceed our customers’ needs in terms of freshness, availability and variety, we’ll also have the opportunity to provide them with a level of customer service that isn’t possible in our current facility.

“Of course we are anxious to move to the new facility, but for now, we’re taking every step possible to ensure that the building is in perfect condition at the time of move-in for both our merchant’s and our customer’s benefit.”

PWPM said the newly designed logo features modern and colourful elements that “complement the freshness and newness of the state-of-the-art facility”.

“The new PWPM logo portrays the value of our new facility in a modern and exciting way," explained John Vena, president of John Vena, Inc. 

“We view the move to the new facility as an opportunity for us to start with a clean slate in terms of the way we are perceived today in the fresh produce industry operating out of a less than desirable building. 

“The new logo is simply a representation of our commitment to honour the relationships we’ve worked over 50 years to build, while we evolve to become the most customer service focused fresh produce wholesale market in the country.”

The new logo will be visible through several marketing initiatives currently underway by PWPM including trade advertising, tradeshows, events and a newly designed website that will launch in the autumn prior to the planned move to the new market in January 2011.

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