Is FreshDirect Good For You ?

Image Copyrights: The Gothamist

FreshDirect trucks plying all around the city is now a city staple. Like the yellow cab and the hotdog vendor it is part and parcel of New York life. When FreshDirect started out, it served Manhattan initially and slowly spread to the outer boroughs. This inspite of the fact that its warehouse and facilities are in Queens.

Since then it has followed an arbitrary pattern of opting neighborhoods into its delivery zone. Many parts of Brooklyn, Queens and the Bronx are not yet served by FreshDirect.

These are neighborhoods that FreshDirect deems underserved, or in plain terms…not worth the bother.

Bed-Stuy my old neighborhood is one such place. It borders Williamsburgh and Clinton Hill but FreshDirect wont go there. And this has riled a lot of residents, who are venting their frustration on this discussion board.

As one poster to the board writes

….they had the nerve to have a subway ad in the Myrtle-Willoughby train station and they don’t even deliver here!….And what’s more insulting is that I think some of the people around here actually WORK for Fresh Direct! Evil or Very Mad Fresh Direct can go directly to hell.

Having ordered from FreshDirect initially when they started out, I was baffled by the number of boxes they used to pack things. Groceries worth 40$ came in 5 boxes. And after I unpacked, I had to discard the boxes. There was no system of returning them to FreshDirect to be recycled.

Also the trucks park all over my neighborhood and are idling all the time. Each delivery takes about 10-15 minutes from the time the driver stops to the time he pulls out of his illegal double parking spot. Is an idling diesel engine good for the environment. I can understand that it is necessary that the refrigeration units stay chilled but that does not mean that I, living on the first floor breathe the exhaust directly aimed at my window. And all that because one of my neighbors wants to eat healthy.

As much as organic healthy food is necessary for a nation of people battling obesity and all kinds of related health conditions, FreshDirect may not be right answer. At what cost does one demand convenience ?

One Comment

  1. ilya February 1, 2007

    Disclaimer: i am the founder and President of Bread-n-Brie, a new company that will launch within weeks to rival FD in terms of quality and service. I found this blog through a search engine and wanted to contribute.

    I see a lot of criticism of FD in the online community. I understand that some of it cannot be avoided from the customer-provider relationship. But at the same time, as a frequent user of FD, i do believe that a lot of it is justified. That’s why our first step was to invite New Yorkers to our pre-launch discussion board to express their vision and wishes for a new company. So please visit us at and help us shape the company to best reflect the ideas of the community it will delivery to.

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