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Milwaukee Wholesale Fresh Fruit and Vegetable Market Facilities

Author

Listed:
  • Overheim, Richard K.
  • Schwier, Marlon L.

Abstract

Excerpts from the report: The wholesale fresh fruit and vegetable market of Milwaukee is divided into two areas: The Broadway Street market, located at Broadway and Detroit Streets, and Central Market, at Fifth and Vliet Streets. In Milwaukee, as in other market areas of the country, wholesale fresh fruit and vegetable facilities which many dealers occupy were neither designed nor intended to be used for wholesale food distribution. Many of the present facilities were built before modern motor and rail transportation was available. In the fall of 1963, this study was undertaken at the request of the city of Milwaukee and the Milwaukee Fresh Fruit and Vegetable Advertising Council, in cooperation with the Wisconsin State Department of Agriculture. This study has the following objectives: To analyze the present wholesale fresh fruit and vegetable operations in Milwaukee. To estimate the major costs of handling fresh fruits and vegetables under present conditions. To determine facilities and possible sites needed for efficient wholesale marketing of these products. To estimate the cost of constructing new facilities. To estimate potential savings or benefits which may accrue from any suggested improvements.

Suggested Citation

  • Overheim, Richard K. & Schwier, Marlon L., 1964. "Milwaukee Wholesale Fresh Fruit and Vegetable Market Facilities," Marketing Research Reports 313638, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    • Handle: RePEc:ags:uamsmr:313638
    DOI: 10.22004/ag.econ.313638
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