FreshDirect Arrives in Connecticut; Gains Ground with Major Westchester County Expansion

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New Market Launch Completes Tri-State Trifecta; Offers Consumers High-Quality Fresh Foods and Groceries at Low-Prices through a Customized Shopping Experience

FreshDirect has grown consistently since we launched in New York City eight years ago and we're excited to begin serving new neighborhoods in Connecticut and Westchester County

Beginning today, leading online grocer FreshDirect will add four new communities in the Greenwich, CT area to its roster and double its presence in Westchester County, NY to 21 communities. Already a mainstay in New York City's five boroughs and several counties in New Jersey, the company's entry into Connecticut expands its highly successful fresh food and grocery home delivery service to include the tri-state region.

"FreshDirect has grown consistently since we launched in New York City eight years ago and we're excited to begin serving new neighborhoods in Connecticut and Westchester County," said Rick Braddock, Chief Executive Officer, FreshDirect. "Our core mission is to change our customers' lives by giving them a superior online shopping experience and this is another significant milestone as we look to saturate the tri-state area and beyond."

For the first time, FreshDirect will now be available to residents in Greenwich, Old Greenwich, Cos Cob and Riverside in Connecticut. The service will also reach 21 communities in Westchester including Ardsley, Bronxville, Dobbs Ferry, Eastchester, Harrison, Hartsdale, Hastings-on-Hudson, Irvington, Larchmont, Mamaroneck, Mount Vernon, New Rochelle, Pelham, Port Chester, Purchase, Rye, Scarsdale, Tuckahoe, West Harrison, White Plains, and Yonkers.

"Ninety percent of our New York City customers say they would reorder from FreshDirect and this is a testament to our reputation for excellent service, and the freshest, highest quality food," said Monica Woo, Chief Marketing and Strategy Officer of FreshDirect. "Many of our current customers in Westchester are former New York City residents who are familiar with us and we hope to build on that success as we magnify our neighborhood presence."

FreshDirect has revolutionized the online grocery business and set a new standard for fresh food supply, offering customers unparalleled quality, product customization and value pricing from its state-of-the-art kitchen and facility in Long Island City.

Home Delivery of the Freshest Prepared-to-Order Food at Everyday Low Prices
Only FreshDirect offers a wide selection of the freshest and highest quality produce, meats, fish, dairy items, sourced direct from the farms and fisheries and delivered straight to the customer's door. By eliminating the middleman, FreshDirect passes savings directly to customers. Also, orders are prepared just hours before delivery.

Daily Quality Ratings by Produce and Seafood Experts
FreshDirect's food experts examine all vegetables, fruit and seafood every morning. Over 90% of FreshDirect customers use the daily 5-star Quality Ratings to help them find what's best and in-season. It's like hand-picking every produce and seafood in the store, without the hassle.

FreshDirect offers 2 to 4 times more fresh fruit, vegetables, antibiotic-free chicken, organic and local produce, as well as top-grade fresh meat, sustainable seafood, artisanal cheese and deli items than supermarkets or other on-line grocers. All meats, seafood, fresh deli items are all cut-to order, just hours before delivery. Artisanal coffee from around the world is ground fresh to customer's specifications. More than 200 choices of breads and pastries are baked on-premise. In addition, FreshDirect offers a broad selection of brand-name staples, and gourmet and artisanal foods. Suburban consumers can leave behind time-wasting trips to specialty stores when FreshDirect delivers straight to your door.

Save Money Every Day, Every Week
In addition to everyday great prices, FreshDirect offers daily and weekly deals on fresh foods and brand-name staples. Customers can save as much as 50%. To serve families, FreshDirect offers "Buy Big" selection of family packs and bulk purchases at club store prices. With FreshDirect's online Budget Tracker, customers can keep track of spending while shopping and the "Quick Shop" tool keeps track of every item bought, making shopping quicker from previous orders and eliminating wasteful impulse spending.

Meals Prepared Fresh Daily Delivered to Your Home or Office
FreshDirect offers over 600 choices of ready-to-heat and serve whole meals or side dishes --- prepared fresh daily --- and delivered to the customers' homes or offices. Families can enjoy restaurant quality weeknight dinners such as fresh rotisserie chicken made with antibiotic-free chicken, chef-prepared pizzas, family-size lasagnas, soups and more. All freshly prepared meals are certified by FreshDirect's on-staff nutritionist to make eating right easy.

4-Minute Meals Prepared Fresh Daily
Only FreshDirect offers 85 choices of 4-Minute Meals prepared fresh daily on premises from exclusive recipes by renowned chefs from the finest restaurants in New York Tri-state area, and by FreshDirect's master chefs. FreshDirect customers and their family members can enjoy indulgent whole meals by Terrance Brennan of Michelin-starred Picholine and Artisanal or award-winning new Indian cuisine by Chef Floyd Cardoz of Tabla - part of Danny Meyer's Union Square Hospitality Group. Customers can also indulge in classic comfort Italian cuisine of Presto Italiano by Chef Tina Bourbeau.

Also, sample 25 chef-prepared meals for only 500 calories from the kitchens of Smart and Simple and Eating Well, for healthy, nutritious eating. Each 4-Minute Meal uses innovative packaging that preserves the exquisite taste of fresh herbs and ingredients and locks-in the taste and juiciness of top-graded meat and fresh vegetables. The special packaging contains no BPA (bisphenal A) for safe heating in the microwave.

Feeding Your Family Right Has Never Been So Easy
FreshDirect's easy-to-use website offers tools and information to make shopping smart and easy. Only FreshDirect offers "Your Favorites" tool that keeps track and displays the customers' favorite items and frequently purchased products. Customers can use FreshDirect's exclusive "Nutritional Sort" tool to compare the nutritional context of every item sold. FreshDirect's registered nutritionist provides tips, information and recipes to help customers and families to eat right. Choose from thousands of "One-Click Recipes," and get the free recipes---plus all the ingredients---in one quick click.

New iPhone App
To make grocery shopping even easier and faster, FreshDirect recently launched the only full-service grocery shopping iPhone App, which is free to all FreshDirect customers. The FreshDirect iPhone app is a complete on-the-go grocery store that delivers our full product selection and smart features.

For a complete list of offerings and Westchester/Fairfield communities served by FreshDirect please visit http://www.freshdirect.com.

About FreshDirect
FreshDirect is one of the nation's leading online food brands and grocery providers, known for its convenient home delivery service and the manufacture of fresh, delicious food. Changing the way customers shop for groceries since 2002, the company uses a direct distribution model with in-house, overnight production that cuts out the middleman and helps FreshDirect offer farm-fresh food at prices up to 20% lower than conventional grocery stores. Every product is 100% satisfactory guaranteed, every time. Thanks to expert daily ratings, FreshDirect customers can easily shop for best of the season in produce and seafood. Only at FreshDirect, the online shopping experience is highly personalized with smart shopping features that help customers track their favorites, remember missed items, shop from previous orders and get recommendations on new foods they might like. FreshDirect has also teamed up with top New York City chefs and restaurants to bring customers quick, restaurant-quality prepared meals, unavailable anywhere else. FreshDirect has fulfilled more than ten million orders to date. Its ever-expanding service area includes most of Manhattan, locations in Queens, Brooklyn, Staten Island and the Bronx, as well as parts of New Jersey, Westchester and Nassau County. FreshDirect ranks 62 on Internet Retailers America's Top 500 guide. For more information, visit http://www.freshdirect.com.

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Dean Bender

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