There may have been skeptics when the brand new, high-tech Philadelphia Wholesale Produce Market, also brandishing an unbroken cold chain, opened its doors for the first time seven years ago this June 5. But skepticism was short-lived.

Today the market continues to serve as precedent to hundreds of terminal markets, importers, exporters, growers, government officials and others who have visited it to learn what was behind how it was designed and built, and what makes it the success it continues to enjoy today.

We are reaching a big milestone on June 5, as the Philadelphia Wholesale Produce Market celebrates its seventh anniversary,” said Sonny DiCrecchio, president and chief executive officer of the market. “We like to say we’re ‘not’ experiencing the seven-year itch. We’re still enamored with this market and how well it serves the merchants here.”

The PWPM General Manager Dan Kane concurs. He noted, “The unbroken cold chain has maximized the shelf life of produce beyond our expectations. The facility enables our customers to get a quality product at a great price in a timely manner.”

In addition to maintaining and monitoring the daily operations at the market, Kane is also a member of PWPM Marketing Committee. He is also active in the National Association of Produce Market Managers, serving as First Vice President and a board member.

The Philadelphia Wholesale Produce Market opened in 2011 as the world's largest fully-enclosed, fully-refrigerated wholesale produce terminal. The facility's main building is one-quarter of a mile long and 686,000 square feet; bigger than 14 football fields.

Its most distinguishing operational benefit is cold chain protection for fresh fruits and vegetables. This cold chain assures freshness, food safety, quality and it maximizes produce shelf life.

From a visual point of view, the PWPM’s most remarkable feature is the central concourse which runs the length of the building. An enormous skylight warms this brilliantly colorful, clean and safe shopping area. Companies on the market say that like the Grand Canyon, the vastness of the huge concourse must be seen to be appreciated.

The building houses some 25 wholesalers, distributors, organizations, such as a U.S. Department of Agriculture Inspection Service and others. All are easily located by the color-coded banners that hang above the units. The PWPM website also provides an interactive directory to help customers and other visitors navigate the market.

The market is currently in the process of revamping its café.

“We recognize the need for good, quality food and drink for our hardworking employees and customers, so we’re overhauling the restaurant interior and more importantly, the menu,” explained Christine Hofmann, the PWPM marketing coordinator. “We want to offer the best food and service in the newly named Dock Street Café.”

Companies located on the market are known to have big hearts, which is reflected in their generosity. Philabundance, the Delaware Valley’s largest hunger relief organization, continues its Produce Rescue every Friday morning at the PWPM. Volunteers glean through the donations that are generously provided by its merchants. To date, more than 500,000-pounds of produce has been rescued through this initiative. Future plans include expanding the program to two mornings a week.

“We also work with The Food Trust to address the challenges of getting fresh produce into smaller neighborhood mom and pop shops and bodegas, particularly in lower income areas,” Hofmann pointed out. “It’s always been an important aspect of the PWPM to be open to the public and be a great source of fresh fruit and vegetables.”

To further assist customers with their purchases, the PWPM now offers a cart borrowing service. Four places inside its covered parking area provide large carts to haul purchases at no charge.

The management office announced that a new staff member, John Rennie, joined the team last October. Rennie, who serves as assistant general manager, has taken a lead role in safety issues.

Other updates at the market include store changes. John Vena Inc. is now occupying Unit D-4, bringing his unit count to eight.

Paterson Pickle Company has entered into a joint venture agreement with Ryeco LLC, in order to streamline and grow sales and distribution opportunities in Philadelphia and the Mid-Atlantic region. Hofmann noted, “Both operations feel that it’s a win-win situation.”

The PWPM receives and sells hundreds of truckloads of fresh produce weekly, leading to cumulative annual sales of one billion dollars. The customer range is from Florida to Canada, but the majority come from within a 150-mile radius of Philadelphia.

“We encourage people to come to visit the PWPM to see for themselves how the it can benefit them,” stressed Hofmann. “We have toured over 50 groups in the past year alone — everyone from local culinary schools to port officials from Sub Saharan Africa. People are always impressed when they see the high level of efficiency, cleanliness and beauty maintained here.”