FreshDirect Seeks Store-Brand Partners

FreshDirect Seeks Store-Brand Partners

NEW YORK — FreshDirect [4] is looking for suppliers of rice, beans, condiments, pasta and other categories for its new private-label venture.

The online grocer attended the Private Label Manufacturers Association’s show [5] last week in hopes of making supplier connections for its “Just FreshDirect” and “Cloud 9” lines.

Emma Fuerst Frelinghuysen, the online grocer’s senior director of private brands, described the show as being very productive.

“We found several suppliers who are interested in participating in our bid process,” she told SN.

Just FreshDirect will launch next month with 20 shelf stable grocery, dairy and frozen products. Butter, eggs, flour, organic milk and olive oil will be among the first items. By the end of next year, the brand will grow to 150 items, including grass-fed beef jerky.


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Product packaging for several of the products identifies where the item was sourced or farmed. For instance, the milk is farmed by New York farmers; eggs, from Alderfer Farms in Pennsylvania; and granola, in Upstate New York.

Cloud 9 launched last month with 14 household items, including bathroom tissue and garbage bags. The line will grow to 20 items next year. The brands are priced 10% to 20% less than national brands.

Read more: FreshDirect Crowdsources Food Innovations [7]

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