While promoting his new book, “Conscious Capitalism” in New York last month, John Mackey, founder and co-CEO of Whole Foods Market, told an audience that the nation’s largest natural food chain is keeping a “close eye” on what FreshDirect is doing. It was only a passing comment, but telling nonetheless. Of all the retail entities out there, Mackey chose an online operator that delivers healthy foods sourced from a range of natural, organic and sustainable ...

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