FreshDirect Launches Two New Private Labels

November 22, 2013

Online NY-based grocer FreshDirect is launching two new private label brands.

The Just FreshDirect line will launch with 20 new products over the next couple of weeks, including fresh organic eggs grown and packed at the Alderfer family farm in Pennsylvania (for more on this see PLBuyer magazine’s upcoming Dairy feature in the January issue). FreshDirect delivers fresh food in the metropolitan New York and Philadelphia area and will continue to source local food for its private label brands.

The new Cloud 9 line will offer good value on national brand quality household goods, such as toilet paper, trash bags, paper towels, and sandwich bags.

 “We knew our consumers wanted to see our name on products,” Emma Fuerst Frelinghuysen, senior director, private brands for the company, told PLBuyer.

According to Frelinghuysen the company has forged great relationships with suppliers, especially in produce, visiting supplies in California once a month. The online retailer has a strong online presence of course, able to reach customers through the web in a more sophisticated way than many retailers.

“We have ways to speak to customers digitally that others don’t,” said Frelinghuysen.

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