Broadway — and on
all the other streets and avenues of the Big Apple. This star is FreshDirect, a two-year-old, profitable online grocer that fills and delivers about 25,000 orders a week for time-crunched metro-area New Yorkers. But convenience is only one attribute of what FreshDirect does. “The food is the protagonist here,” says John Boris, vice president of marketing and business development. Boris says FreshDirect food gets to the customers just 1 to 4 days after production; extremely expeditious when compared to the 7 to 14 days food spends hanging out in typical grocery stores. Customers are encouraged to come out to the giant, state-of-the-art production facility in Long Island City. In fact, Hamptons summer beach goers can take advantage of its drive-in-and-pick-up service. Located at the first exit off the Long Island Expressway, it allows customers to order ahead, then stop by and load up on weekend vacation gro­ceries already packed for travel. As for expansion to other cities, Boris says the company is focused first on succeeding in New York. After all, if they can make it there, they can make it anywhere.
— Beth Snyder Bulik