A month after it's debut, Dane101 revisits Madison's newest market for an inside visit with owner Megan Ramey

Madison native Megan Ramey always knew she would be opening a business of her own one day. The question remained: how was she going to combine her passions for fashion, hospitality, culinary, and the unique Madison community into one? Simple: an urban lifestyles store. Something very new, and unique that the city of Madison has long been awaiting.

Her idea for a modern, sophisticated convenience store sparked as Ramey made her daily pedestrian commute to work. She realized there really was no all-in-one, contemporary store for the young urbanite to make any necessary purchases. Daily, Ramey was finding herself wanting something "quick and fresh to eat," but there was "nothing that catered to young professionals."

Enter her newly established business, MoCo Market, 804 Williamson Street, which opened in April. As Madison's first modern convenience market, MoCo Market is described as welcoming "travel-freaks, techy-geeks, fashionistas, music-nerds, and product-snobs, who love a good wine, crave a great microbrew and flip in the presence of exceptional food."

Some commodities offered on the tall metal shelving that spans the length of the store include cleaning supplies, boxed and canned food goods, beverages, freezer items, and various music selections. The store will also have wine tasting every month concentrated on a specific wine region, as well as a few key gadgets displayed to investigate and purchase each month. April included a diverse plastic Jimi wallet, in an assortment of bold colors.

"MoCo is the solution for the growing population of young urban dwellers who are forced to run around town in search of fresh foods and convenience goods," Ramey said.

Distraction also come easily when spotting the Ciao Bella Chocolate Gelato, Organic Valley Monterey Jack Cheese, many flavored Rishi teas, and the array of sleek sunglasses displayed on the wall near a welcoming slate countertop. Ramey's hard work and passion for the market and its concept are evident in her voice as she chattered on about the beautiful boutiques coming into the store soon, "I'm so excited!"

The interior of the market was designed with simplicity and modern style. Interior designer and friend, Mary Bolger, successfully created the store's landscape to be eco-friendly, have a minimalist impact on the eye and the environment, and make the products speak for themselves. Moreover, the market is currently making an effort to acquire LEED commercial interior and Green Globes certification.

Connected to the MoCo name are four main ideas: Modern, Convenience, Community, and Connection. "We have it all under one roof; modern design, pedestrian-friendly and environmentally conscious service," said Ramey.

"From first walking in, I thought the market was a lovely, contemporary store," said Ann Leigeb, visiting food enthusiast from the Milwaukee area, "The salad bar looks really great-fresh! I think MoCo is right on target with Madison: fresh, hip, organic."

She hopes the market will evolve as a community hub for more neighborhood interactions where students can catch up between the busy hours of their day, business professionals can grab a bite to eat or an Anodyne coffee on their foot-route to meetings, and two women can sit out on the patio enjoying the afternoon sun while chatting over a superb glass of wine.

Matt McClutchy, owner of Anodyne Coffees in Milwaukee, MoCo Market's coffee supplier, is very excited about working with Ramey, "I think the marketing idea is great. Ahead of it’s time. I think many such places will succeed and thrive."

Ramey's hard working personality and combined interests began at a young age. Ever since the age of 15 she has been working "every possible job in food hospitality", Ramey said. This included an array of jobs such as managing a deli, working at a bakery, functioning as a grill cook, and serving bartender at the Weary Traveler.

In search of a home away from home, Ramey opted to attended college away from Madison and its huge campus. She had always been told Athens, Georgia was a city much like Madison, with it's "abundance of liberals and deep sense of community," and thus decided to attend the University of Georgia.

Originally a math major, Ramey's creative side of her brain was yearning for more of a workout. A career goal change to fashion merchandising seemed to work both aspects of her personality. Much like her passion for food, "fashion is so trend forecasting" Ramey said. It was a match made in heaven, and soon to be quite useful back at home.

After a summer fashion internship in London and graduation from the University of Georgia, Ramey looked to Land's End in Madison as a way to head back to the town and the state she found herself missing. Ramey was excited to return to her childhood hometown. She had never lived in Madison as an adult and was intrigued as she "knew it was a progressive town in a conservative state." In 2004, unable to resist all that UW-Madison had to offer, Ramey went back to graduate school to receive her MBA in business management.

While still in school, the idea for MoCo Market was first born in January of 2006 when Ramey noticed a great piece of real estate beneath newly constructed condominiums. She jumped at the purchase of the east-downtown location and the chance to become a successful entrepreneur.

Ramey took many steps learned while completing her graduate studies to put her vision into motion. "First I had to establish my target customers and develop a business plan," Ramey said.
Next Ramey's creative side was put into use when deciding on exactly what products to provide, and how her store would be executed. The basic necessities for "any urbanite" that Ramey chose to incorporate into her store include gourmet and basic groceries, beers and wines, health and beauty products, music, gadgetry, and magazines. Ramey also decided to include a deli-style bar that boasts healthy and delectable meals such as bagels, yogurt, fruit, soups, salads, and traditional sushi for breakfast, lunch, and dinner. All of her products are based on the demand of the young urban population in Madison.

"Lastly," as Ramey humbly said, "I had to establish my financials," by emptying her savings and asking investors and the bank for "a lot of money".

One new difference MoCo has to offer the city of Madison is, "modern environment". Not only is Ramey's vision of MoCo Market a target on community involvement, but furthermore a business that is looking out for the environment. As Madison's first and only member of the Green Restaurant Association (GRA), MoCo Market must follow certain guidelines that concern and respect the daily impact on the environment. This includes not using toxic chemicals, using post consumer waste containers, and being located in an area where there is mass transit availability. "MoCo is following the GRA's guidelines," said GRA President Michael Oshman, "We are delighted for MoCo to be cutting edge in its community."

With the help of UW Madison students taking an elective sustainability class, MoCo also uses eco-friendly to-go & reusable containers. Furthermore, the market is part of the One Percent for the Planet program, meaning that at least 1 percent of yearly MoCo Market revenue goes to environmental organizations to invest into "creating a healthier planet."

Parallel to her environmentally conscious personality, one of Ramey's favorite aspects about Madison is that it incorporates enjoying good food with being active. Something she is trying to accomplish with MoCo Market.

"The city was recently titled the number one walking city in the United States," Ramey said. Unlike other cities where people scatter on the weekends, "everyone flocks downtown to restaurants, markets, and city activities."

With high customer, community, and environmental values Ramey has very distinct goals for MoCo Market's birth in a city like Madison. Her present goals lie around making her employees happy and never letting one customer leave the store unhappy.

In attempt at accomplishing both, Ramey has set up a few very interesting and original modes of operation. For her employees she offers a special housing savings account, to support the importance of purchasing a home. She also offers paid, hour-long fitness breaks and a paid vacation hour plan.

For continuing customers, she has set up house accounts with neighbors by merely running a weekly tab, then charging their credit cards on Sundays, giving them 5 percent off their purchases. Ramey believes this idea will encourage people to stop in more which in turn can help connect the local community.

Her long term goals revolve around opening more market locations. Plans for her second store include a location on the near-west side, close to the campus and the University Heights community. Ramey has already put a cap on branching out her business: she wants no more than ten stores total.

"I want to be able to personally pick and know all of my store managers," Ramey said. Ramey has no interest in franchising MoCo Market. Expanding the business too much would present Ramey at a loss of control over her key community concepts and values of her business. It would also contradict the reason she chose to begin her business in Madison, because of its very unique food culture.

Ramey passionately speaks of the many aspects of food Madison has to offer. "Ah there are so many things [I love about Madison's food]," Ramey said, "Food was always a big deal in my family. Not only is it a religious experience, but it gives me energy to be active and do so many things I love."

Undoubtedly, MoCo Market is something the city of Madison has never seen. "MoCo market is different from other places in Madison because it has a defined target market" said Ramey. "The modern day twist on the general store" caters to those passing by on the street daily, in need of sourdough bread, a thirst quenching green-tea-ginger-ale, and a spoonful of Madison culture.

MoCo's Website

MoCo Market's MySpace

Side note:
On my last visit I bought a loaf of sourdough bread, Organic Valley monterey jack cheese, Spicy Thai Kettle Chips, and Steaz ginger-ale-green-tea soda. They all worked quite well together during a night of grilling burgers and watching the brewers dominate.
Head to MoCo and pick up some summer barbeque necessities today!!!