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MARKET PROFILE
PWPM: Heartbeat Of Philly Produce
The pulse of the region can be taken at
this 8-year-old, dynamic and evolving terminal market.
Sby Jodean Robbins
ince historical days on Dock Street, the Philadelphia Wholesale Market has regulated the in ow and out ow of produce through the community. Even today at the “new” Philadel-
phia Wholesale Produce Market (PWPM), wholesalers are continually pushed forward through the competitive nature of the terminal market model.
“If you look at the history of terminal markets in this country, the process has followed the same course,” says John Vena, president of John Vena Inc. (JVI). “When this market operated at street level on Dock Street, there was another competing market on Callowhill. When we moved to Galloway, there was a loss of merchants and a consolida- tion. Business changes — wholesalers move to get bigger, merge and strengthen themselves. at process still goes on today. For example, we have fewer merchants than when we moved in, but we’re 100 percent full, and the merchants who are here are strong.”
J. M. Procacci, chief executive of Procacci Holdings, thinks terminal markets are the future for wholesaling. “Fifteen years ago, one of my dearest friends told me every year there are 7% less trucks on the road,” he says. “You compound that, and there are probably half of the trucks available now than there were then. Terminal markets will provide services where it’s hard for smaller wholesalers or retailers not connected to a terminal to get less-than-truck- load service — whether pickup or delivery.”
Vena witnesses change and opportunity. “In a terminal market like ours, the biggest chal- lenge is the evolution of the business model regarding sourcing and distribution,” he says. “Terminal markets have to work extra hard to stay relevant. PWPM has an advantage because of our facility, but there’s still a lot we have to do to maintain the business with our customers. Our challenge is to determine how we move forward as a market, paying homage to the
70 / SEP TEMBER 2019 / PRODUCE BUSINESS
to perfect the buying experience for our new and existing customers.”
Despite doubters and some initial moving pains, market merchants report increasingly positive results. John Hickey, managing partner at Coosemans, notes his business has doubled over the past 2 1⁄2 years.
evolution of business and maintaining our atmosphere to encourage new business.”
Procacci says the continued squeeze in transportation, including a shortage of drivers and trucks, along with the challenge of the new regulations, will result in terminal markets providing services to alleviate transportation issues. “Because of this and the value we see our market location providing our customers, we decided to expand on the market,” he says. “In early Spring 2019, our PWPM division merged with A. Vasallo, increasing from three units to four. eir crew is now working under our Garden State operation.”
e company separated the PWPM entity from its other divisions by rebranding it Garden State Farms (GSF). “We reignited the GSF brand to make it easier for our customers to distinguish between our various divisions,” says Procacci. “ is move aids us in continuing to ensure freshness and timely delivery on a daily basis. It emphasizes our belief in the value of the terminal market model for the future.”
MARKET RELEVANCE
e PWPM celebrated its eighth birthday this past June with a bright outlook. “We continue looking for innovative ways to meet our customers’ needs,” says Mark Smith, PWPM general manager. “As a whole, we’ve redoubled our e orts to achieve e ciency and safety for our customers, employees and produce. We’ve hired new sta and vendors who are taking a fresh approach on how best
Stephen Secamiglio, owner/sales at Colo- nial Produce, reports the company has grown during the seven years it’s been in business. “Why?” he says. “Because we have integrity; we treat the growers well; and we work closely with our customers — so they’re satis ed.”
E.W. Kean has experienced many bene- ts since moving to the new PWPM facility, according to Jessica Kean, marketing and sales. “ e new market allows us to easily maintain the cold chain, which is paramount for food safety, quality control and increased shelf life,” she says. “Additionally, the layout and design of PWPM is outstanding — it helps make us more e cient in everything we do and in turn, it gives our customers an overall better experience.”
Customers and shippers alike bene t from PWPM’s state-of-the-art facility. “It’s fully food safety compliant, enclosed and temp controlled,” says George Binck, chief opera- tions o cer of Procacci Holdings and PWPM chairman of the board. “It makes for the best product experience coming in and out.”
e Market’s larger footprint also facili- tates in-and-out for shippers and customers. “ is is another huge advantage with the encroaching transportation issues and driver log times,” says Binck. “Drivers aren’t running out hours waiting in line to unload or get into the Market. Increasingly in the future, the Market will be a holding place to facilitate product so people can turn it around and get it into the Northeast markets. We call this ‘third base to home’.”
Smith notes the PWPM’s 224 dock doors make for e cient loading and unloading for truckers. “When a shipper’s cargo is perishable, timing is everything,” he says.
COLD BENEFITS
e facility also allows customers room to stage within refrigeration. “Customers don’t feel pressured to get stu on the truck,” says Rick Milavsky, president at BRS. “ ey have more opportunity to pick and choose what
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