And the press release continues to say

Leading Online Grocer Now Delivering to Residents in Bedford Stuyvesant, Crown Heights, Red Hook and More

Brooklyn Borough President Marty Markowitz Welcomes FreshDirect Delivery

LONG ISLAND CITY, NY – April 17, 2008 – FreshDirect, one of the nation’s leading online gourmet grocers and prepared food purveyors, announced today its plans to heed growing customer demand and expand its delivery services to reach the Brooklyn neighborhoods of Bedford Stuyvesant (“Bed Stuy”), Crown Heights, Red Hook and more. The new delivery areas are now open for delivery service, giving residents a whole new way to shop for the best in fresh produce, competitively priced groceries, and mouthwatering prepared food.

Communities in these neighborhoods can now choose from FreshDirect’s extensive product offering, featuring fresh foods and groceries, bulk items, local and organic produce and chef-prepared 4-Minute and Ready-to-Cook Meals. These neighborhoods add to a growing number of Brooklyn communities currently serviced by FreshDirect. In addition to Brooklyn, FreshDirect successfully operates throughout Manhattan and Queens as well as select areas in Staten Island, Westchester, Nassau County, and New Jersey.

It took a long long time for FreshDirect to correct its “social” injustice. Well better late than never. Welcome FD to BS….

PS….here you can see pics [1] [2] of Marty Markowitz sucking up to FD officials.

BrooklynFlea.com is the official site if you want to participate as a vendor in the future.

Check out the blog and sign up if you are interested.

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 ?