PHILADELPHIA: Selling in the City of Brotherly Love

Tropical fruits and vegetables are on the rise too, such as yuca (also known as cassava or medioc), chayote squash, and maracuya (passion fruit).

Mike Maxwell, president at Procacci Bros., says the company opened an office in Miami to help manage this aspect of their business. “One of the obstacles in the [tropical] market is correctly identifying the variety,” he explains. “There are dozens of different varieties, and different ethnic populations are looking for specific varieties.”

The Philly Market: At a Glance
The Philadelphia Wholesale Produce Market serves the East Coast from Florida to Canada, moving close to $1.6 billion in produce each year.

The 686,000-square-foot market celebrated its fifth anniversary at the Essington Avenue location this year and merchants report solid business, confirming that the costs involved with the move and rebuild were well worth it.

Address & Contact Info
6700 Essington Avenue
Philadelphia, PA 19153
Email: info@pwpm.net
Phone: (215) 336-3003

Hours:
Sunday 10:00 am – Monday 1:00 pm
Weekdays 10:00 pm – 1:00 pm
Anytime by appointment
Peak hours are between 4:00 am and 10:00 am

Closed:
4th of July
Christmas Day
New Year’s Eve

These commodities can’t simply be classified as Hispanic, Maxwell says, because Mexican, Cuban, South American, and other customers are often looking for very specific items for homemade dishes, items that may be sold only in a select few stores—as each retailer has its own clientele or base of trade.

To make sure customers are getting the right types of fruit or vegetables, Maxwell says the Miami office researches the PLU (price lookup) on every item, “so we know which retailers to send them to.”

Even in more mainstream markets, consumers are looking for variety and novelty across all ethnicities.

“People are going after the newer items and that’s great for business,” Vena says. “That’s also part of the nationwide shift towards fruits and vegetables and healthier eating. Wholesalers offering variety are in a good position to meet the demand in this trend.”

Opting for organics
Organics are also on the rise in Philly for some merchants, though conventional dominates due to supply chain obstacles.