A DIRECT APPROACH

NEW YORK -- Maybe Joe Fedele hasn't heard the news that pure-play Internet grocery is dead.In an interview with SN, the co-chairman and chief executive officer of FreshDirect here recently discussed his vision of creating a Web-based grocery empire that takes a new approach to Internet-based food shopping. Rather than promoting the convenience of buying groceries on the Internet, Fedele is positioning

NEW YORK -- Maybe Joe Fedele hasn't heard the news that pure-play Internet grocery is dead.

In an interview with SN, the co-chairman and chief executive officer of FreshDirect here recently discussed his vision of creating a Web-based grocery empire that takes a new approach to Internet-based food shopping. Rather than promoting the convenience of buying groceries on the Internet, Fedele is positioning FreshDirect as a price- and quality-driven alternative for consumers accustome

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