In 1900 Salvatore Proite (originally Proiti) and his family emigrated from Sicily to the United States where they settled in Milwaukee and began selling fruits and vegetables door to door from a horse drawn wagon. Eventually a store was opened on Ogden Avenue which was operated by Salvatore’s sons Joseph Sr. and Tony Proite. A wholesale produce route continued the tradition of offering quality merchandise to local restaurants and stores.
In 1980, Joseph Proite, Jr. bought an existing “open air” fruit market on Layton Avenue which was open only during the summer months. After customer prompting, the store was enclosed and operated year round. With this expansion came the addition of more fruits and vegetables along with specialty items, with an emphasis on Italian products.
Layton Fruit Market truly embodies the term “family business.” When the fruit market began, customers were often seen sticking their heads in the back room to say “hi” to Joe Proite, Sr., in his battered Chiquita hat sorting strawberries along with his brothers “Uncle Charlie” and “Uncle Sam".
As the years progressed, another generation has joined the business including Joey who was born the same year the fruit market was opened by the Proite family. It is not unusual to see the youngest Proite, Juliet, sitting on a blanket in the back room playing with her toys. “Uncle Tony” has taken over the role of the eldest family member offering invaluable wisdom. Our family along with valued employees continues the tradition of offering the finest products available as well as exceptional customer service.
From our family to yours, we thank you for your patronage over the years and we look forward to serving you in the future.
The New Deal, as it was on Ogden Ave.