A COLLEGE TOWN, Madison, Wis., appears to have a pretty ambitious freshman class. New retailers opening in the shadow of the University of Wisconsin in recent months include West Des Moines-based Hy-Vee, which made its Wisconsin debut with the store late last year, and Fresh Madison Market, a smaller location that is the entrepreneurial venture of Jeff Maurer, a longtime veteran of local independent Pierce's Markets. The Madison area has income that is about 11% above the national ...

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