Behind The Scenes Tour of Fresh Direct

Many moons ago, as a younger version of me, while living on the Upper East Side, I came across a food delivery service. Not a restaurant, or take out delivery service, but actual grocery delivery. The service was Fresh Direct, and for the single, childless woman I once was, it was one of the best discoveries of my life. I never, ever went grocery shopping, but I loved to entertain friends, and even then the selections offered seemed more gourmet and high end then most of the things I was able to find in my local supermarket.

Fast forward a gazillion years later, and the married, mother of three I now am has way more responsibilities, way less time, and a lot more mouths to feed. My standards for the foods we buy are still high, though I sometimes have to lower them significantly to meet what’s near by, and I still appreciate the service from Fresh Direct.

Recently, I had the opportunity to visit the Fresh Direct facilities in Long Island City, Queens. I had been invited to dine with CEO Rick Braddock and CFO Jason Ackerman.

Much of the conversation that took place had everything to do with letting us know that their customers and the quality and safety of the food they deliver is everything to them.

Honestly, despite my love for Fresh Direct, I walked into this dinner somewhat clueless of the status of the company. When I first moved into my slowly gentrifying neighborhood, Fresh Direct didn’t deliver to us. I even walked into that dinner and told CFO Ackerman that “I had a bone to pick with them because they didn’t deliver to my hood”, to which he replied that they are where the demand is.

However, almost every other food blogger in the room with me was using Fresh Direct service, and though they confirmed they had reasons for loving Fresh Direct too, they had a few issues themselves, the most common ones being mixed up or missing items in their orders. Many also admitted that they have noticed that even in these problem areas the company has gotten better than in earlier years.

While Braddock went through a detailed line item sheet of their daily business numbers and what each meant and why it was important, we were served a fabulous dinner. Each dish made with ingredients taken from the same supplies they send out to their consumers. The menu was fabulous. Each dish was fresh and well done. We were introduced to flavors that one would find in some of their 4-Minute Meals and side dishes from New York City’s top chefs and finest restaurants, all of which are made daily and prepped for immediate delivery.

We walked through their extensive facilities after dinner. Past prep and cutting zones for every item from steaks to cold cuts, cheese to veggies. Past bulk of raw spices, to carefully counted and ready-to-go spiced food items. I have to say that even the raw fish section smelled divine. Like what fresh fish is supposed to smell like.

In speaking to the gentleman in charge of the fish department, he emphasized how fresh his products were. “I skip the market, and go straight to the source, which is the market’s source as well, except instead of buying it and letting it sit there waiting for a buyer, I buy what has already been ordered and what I know will be used on that day for our customers.”  A day or two seems to be the standard for all of their products, although “two” is the max in most cases, and applies more to veggies transported from local markets (more days if the items are being delivered from overseas, as are some of their specialty items).

Everything was incredibly clean and we weren’t allowed to bring in our cameras or bags during the tour (so you’ll have to take my word for it).

I can appreaciate that Fresh Direct executives acknowledged the areas where they need improvement, and that they went through such great lengths to expose their operating practices to us.

They are looking to expand, with the process already in motion in areas of CT and Westchester…and since I last checked, in my own neighborhood as well.

Fresh Direct states that grocery items are not any more expensive then other grocery providers, but it depends on who you compare them to, and it depends on what you buy.

One thing that’s for sure is they do offer a lot of great products, and the service they provide is not one offered anywhere. My favorite items are their meats, their parbaked breads (actually their baked goods in general), and their 4-Minute Meals. These meals are about $10.00 a piece, but are truly delicious and filling.  It’s a taste of the best NYC restaurants in the comfort of your own home.

Thus for all the deliciousness they continue to offer, and in celebration of the fact that they deliver to my lil ol’ neighborhood, Fresh Direct has won its place in our Good Eats. It’s Fresh, it’s Direct, and for this busy New Yorker, it makes my life just that much easier.

To join Fresh Direct or find out if they delivery in your area, please visit their website here.

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Tags: nyc
Posted in Cool Finds, Good Eats | 2 Comments »