Grocer finds online strategy that delivers

Fickenscher, Lisa
April 2003
Crain's New York Business;4/7/2003, Vol. 19 Issue 14, p4
The online grocery company FreshDirect sales has increased, with online marketing. There was the overnight sales report showing that this company had sold 290,000 dollars worth of groceries on April1, 2003. Started in October 2002, the company has already increased sales and customer appreciation that were supposed to take two years. According to co-founder of the Fairway Uptown grocery store, Joe Fedele, the basic concept behind FreshDirect as gathering orders online and delivering high-quality food at lower prices-up to 25 percent less on some items. FreshDirect can do so in part because it produces much of the food it sells, by roasting coffee beans, baking bread and pastries, butchering its own meat and cooking up ready-to-eat meals. The work is all done in its vast Long Island City facility, which has 12 refrigerated rooms, a bakery and even a food-testing laboratory. There are also ripening rooms for vegetables and fruit.


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