Calling it a “difficult decision,” Ahold Delhaize USA has entered into an agreement to sell its FreshDirect business to Getir, a grocery delivery company that operates in key markets in the U.S. and internationally.
In a statement, Ahold Delhaize USA said it decided to part with FreshDirect to focus more on its omnichannel businesses.
“This was a difficult decision, especially given FreshDirect’s rich history in the New York City area,” said JJ Fleeman, CEO, Ahold Delhaize USA. “However, our strength as a grocery retailer in the U.S. is the true omnichannel experience – a combination of online and in-store – where we have leading brands and market share, strong store density and online presence, and a deep heritage of customer loyalty and relationships. With this decision, we will increase our focus on omnichannel – our biggest growth opportunity.”
The statement emphasized that FreshDirect shoppers will not experience any changes due to the acquisition as they will continue to be served by local delivery teams. DeliveryPass subscriptions and other services will also remain the same.
FreshDirect is headquartered in the Bronx, N.Y., and currently employs 3,200 workers.
