![]() Some speculated that his hiring signaled a move towards an initial public offering. Braddock took on the role of CEO in March 2005. He had significant experience leading e-commerce companies, having led Priceline from 1998 to 2004. In 2005, Richard Braddock was named as chairman of FreshDirect. At the time, the company was generating $2 million in weekly sales. Ackerman, who had been serving as CFO, took over day to day responsibilities along with Dean Furbush, the COO. Fedele initially served as CEO until his departure in 2004. Introduced to the New York market in 2002, FreshDirect's business grew popular for its convenience, fresh food and comparatively lower prices than many Manhattan supermarkets although about 10% more elsewhere. having spent almost $1 billion" in their attempt to create a supply chain and distribution system that could scale. At the time, the concept of an online grocer had already been attempted, most notably by Webvan which "flamed out. ![]() The company was founded in 1999 by former Fairway Market CEO Joe Fedele and Jason Ackerman, a former investment banker who specialized in the grocery industry. History 1999–2012: Founding and initial growth FreshDirect also stocks and delivers numerous kosher foods and is recognized by the Marine Stewardship Council as a certified sustainable seafood vendor. FreshDirect focuses on reducing the time it takes for food to move from its source to the end user by buying directly from farms, emphasizing organic food and locally grown items. The company was an early proponent of the move towards food sustainability and rapidly grew in popularity by catering to an urban, socially-conscious consumer. The company offers its services via a website and mobile app. ![]() įreshDirect custom-packages groceries and meals using just-in-time manufacturing, a practice that reduces waste, and improves quality and freshness. ![]() As of 2022, FreshDirect serves about 21 counties in the New York tristate area. Established in New York City, the company serves the New York metropolitan region as well as parts of Central New Jersey, Southern Connecticut, and Eastern Long Island. FreshDirect is an American online grocery company and among the first enterprises to sell and deliver perishable foods to consumers without maintaining a retail operation. ![]()
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