FreshDirect, an online grocery retailer announced plans to expand its service into Delaware.
The launch into Delaware last week included 15 zip codes in New Castle County. That includes Wilmington, Newark, Bear, Claymont, Hockessin and Yorklyn.
In addition to Delaware, FreshDirect will deliver to 25 zip codes in Rockland County, N.Y. And 83 new zip codes in Pennsylvania and New Jersey.
“At FreshDirect our business model is based on our unique farm-to-table offering and convenient service structure, and we’re thrilled to be able to expand this promise to new customers in the state of Delaware and beyond,” said Jason Ackerman, FreshDirect Co-Founder and CEO.
The largest expansion area includes 58 zip codes in New Jersey, including Camden and Gloucester counties in South Jersey. Other areas include zip codes in Chester, Delaware and Montgomery counties in Pennsylvania
“Our ability to cultivate deep personal relationships with hundreds of farmers, fisheries and ranches, to deliver fresh and healthy food in the most convenient way, has proven to win over our urban and suburban customers alike,” said David McInerney, FreshDirect’s co-founder. ”Our online delivery model allows us to create hyper-local, farm-to-fork food systems that result in healthy relationships between consumers, their food, their farmers and their world, and this is something we expect our new communities to whole-heartedly embrace.”
FreshDirect currently serves more than 80 percent of the New York City metro area. FreshDirect launched in nine Center City zip codes in Philadelphia in October 2012. The company claims it attracted 50% more customers than originally planned in the first three months of the service.
Brick and mortar grocery stores have seen mixed results with their home delivery operations in northern Delaware. FreshDirect says it works with farmers and organizations within a 300-mile radius of its delivery area to ensure fresh foods. The company has 2,600 employees.
However, FreshDirect will be closely watched by grocers, given its success in the tough New York City market.