Jeff Maurer is on a mission to share fresh food. As the owner of Fresh Madison Market, a popular grocery store on University Avenue, Maurer's busy store is generally full of students and university employees.
But recently, Maurer has developed a plan to extend the market’s merchandise to other neighborhoods -- especially areas that normally would not have the same shopping opportunities.
In 2010, Maurer began working with the Boys and Girls Club of Dane County, and said he quickly took note of the startling lack of healthy food options near the Allied Drive area in South Madison.
"As I was working with the kids, it was really obvious that they were lacking in getting fresh produce, especially fruit," he said.
Maurer believes that part of the problem is limited options for buying food in the neighborhood.