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When the Philadelphia Regional Produce Market moves to a new state-of- the-art facility in January, it will have a new name and logo to go along with the new location.

After 50-plus years of servicing customers from the south Philadelphia facility under the current name, the new entity will be known as the Philadelphia Wholesale Produce Market. The name was developed strategically to position the new facility as a wholesale produce market capable of servicing customers within a 500-mile radius of the new location.

Boasting over 700,000 square feet of merchant display units, cooling facilities and loading areas, the new market aims to serve customers in a greater capacity than ever before.

"Our facility in south Philadelphia near the stadiums is limiting our ability to conform to the needs of our customers," Sonny DiCrecchio, chief executive officer of the Philadelphia Wholesale Produce Market, said in an Aug. 24 press release. “In the new facility, we will not only exceed our customers' needs in terms of freshness, availability and variety, we’ll also have the opportunity to provide them with a level of customer service that isn’t possible in our current facility. Of course we are anxious to move to the new facility, but for now, we’re taking every step possible to ensure that the building is in perfect condition at the time of move-in for both our merchants and our customers’ benefit.”

The newly designed logo features modern and colorful elements that complement the freshness and newness of the state-of-the-art facility.

“The new PWPM logo portrays the value of our new facility in a modern and exciting way,” John Vena, president of John Vena Inc., a longtime merchant at the market, added in the press release. “We view the move to the new facility as an opportunity for us to start with a clean slate in terms of the way we are perceived today in the fresh produce industry operating out of a less-than- desirable building. The new logo is simply a representation of our commitment to honor the relationships we’ve worked over 50 years to build while we evolve to become the most customer-service-focused fresh produce wholesale market in the country.”