Consumer-direct operators that provide groceries to consumers through low-overhead fulfillment centers, instead of retail stores, need not capture a big piece of the pie to shake up the industry. The alternative channel is gaining steam and those involved today -- as well as those who experimented with the concept years ago -- believe projections that consumer direct will capture at least 5%, and perhaps 10%, of the market is attainable and will exert significant impact on the food industry ...

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