Fresh Madison Market, in downtown Madison, Wis., operates on three guiding principles: sustainability, eating well and green living. The 18,000-sq.-ft. store, which opened last year and has a fresh foods focus, adheres to eco-friendly practices throughout its operation and boasts an extensive recycling program that comes complete with its own cardboard baler.
Not surprisingly, Fresh Madison puts a priority on energy savings. The store has a customized refrigeration system that utilizes a hydronic system to recover waste heat from the refrigeration compressors, with the reclaimed heat used to heat the space. The excess energy provided by the unit spills over to the other tenants in the building and helps to reduce their energy costs as well.
When it came to selecting its refrigerated display cases, Fresh Madison also thought green and opted for energy-efficient closed-door coolers over traditional open-deck cases. The grocery selected the new, medium-temperature Crystal Merchandiser with 74-in. CoolView doors (from Zero Zone, North Prairie, Wis.) to display traditional dairy products, packaged deli meats, select beverages and packaged salads. It installed Zero Zone’s low-temp door cases (T2) for frozen food and ice cream.
“When it came to maximizing our space, we thought that the Zero Zone doors would be most appropriate to bring us more SKU count, as well as terrific savings from an energy standpoint,” said Jeff Maurer, owner, Fresh Madison Market. The 30-year supermarket veteran served as president of the Pierce’s Markets chain before going into business for himself.
The low-temp cases match up well with the medium-temp ones. Both are outfitted with black interiors and exteriors and have 6-ft. tall LED light bars that evenly illuminate the featured products.
The door cases, for both medium and low temperatures, use LED lighting. Fresh Madison shoppers have commented that the lighting makes the cases stand out and highlight the products inside.
“Because the grocery aisles run perpendicular to the dairy doors, the customer can literally stand near the deli or near the checkouts and see the rear of the store,” Maurer explained. “The way the lights hit the product is very attractive, and it really catches their attention.”
Located in the heart of the University of Wisconsin-Madison community, Fresh Market attracts