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Ahold Delhaize taps Dave Bass to oversee FreshDirect

Peapod Digital Labs executive brings experience in grocery retail and e-commerce

Russell Redman

September 10, 2021

2 Min Read
FreshDirect Trucks_31A9728.jpg
At online grocer FreshDirect, David Bass will succeed Ahold Delhaize Chief Digital Officer Farhan Siddiqi, who has served as interim CEO since the departure of co-founder David McInerney in May.FreshDirect

Ahold Delhaize has appointed Peapod Digital Labs’ Dave Bass to lead U.S. online grocer FreshDirect as managing director.

Plans call for Bass to start in the new role at FreshDirect on Sept. 20, Zaandam, Netherlands-based Ahold Delhaize said Friday. He will succeed Ahold Delhaize Chief Digital Officer Farhan Siddiqi, who has served as interim CEO of FreshDirect since May, when co-founder David McInerney stepped down from the chief executive’s post at the e-grocer. McInerney is slated to serve as an adviser through the end of October.

“FreshDirect is a truly unique brand, working directly with local suppliers, growers and farmers to deliver the freshest and best-tasting products directly to people’s doorsteps,” Bass said in a statement. “I look forward to working with the team and helping FreshDirect grow its leading customer service and high-quality assortment to customers in the greater New York City area.”

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Bass (left) currently serves as senior vice president of omnichannel merchandising support at Peapod Digital Labs, a Chicago-based e-unit of Ahold Delhaize USA. Formed in May 2018, Peapod Digital Labs provides e-commerce services and drives digital innovation for Ahold Delhaize USA’s Food Lion, Giant Food, Giant/Martin’s, Hannaford and Stop & Shop supermarket chains, which total more than 2,000 stores in the Northeast and Mid-Atlantic.

Related:FreshDirect cuts center store prices, adds Ahold Delhaize USA own brands

Before joining Peapod Digital Labs this past January, Bass spent nearly three-and-a-half years at Retail Business Services, the services arm of Ahold Delhaize USA, most recently as senior vice president of merchandising, marketing and sourcing. Prior to that, he served as vice president of retail for the Central division at Food Lion. His grocery retail career also includes vice president roles at Delhaize America and Hannaford Bros.

“I would like to congratulate Dave on his appointment to lead FreshDirect. He brings a wealth of experience to the brand, having recently led omnichannel merchandising support for the Peapod Digital Labs division of Ahold Delhaize USA,” stated Frans Muller, CEO Ahold Delhaize. “He is a great choice to continue to drive FreshDirect’s growth as a key pillar of Ahold Delhaize’s omnichannel strategy.” 

Ahold Delhaize and private equity firm Centerbridge Partners announced their acquisition of New York-based FreshDirect in mid-November and closed the transaction in early January. Ahold Delhaize holds majority ownership in the online grocer, while Centerbridge has a 20% stake.

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About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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