FreshDirect brand incubator program still accepting applications

Fledgling food brands looking to scale up through online sales in the New York metro area could get a boost through a new program by online grocer FreshDirect. 

FreshDirect is inviting companies with new grocery products to apply to participate in its Small Brand Incubator Program for the chance to work with the online retailer to help build the upstart brand’s customer base. The deadline to submit applications is Friday.

The e-commerce and delivery company, owned by Ahold Delhaize, operates primarily in the New York Metro market, since scaling back its operation last year, when it eliminated Philadelphia and Washington, D.C. service areas.  

FreshDirect will work for a year with the food brands chosen for the program on a variety of issues aimed at helping get their product in front of consumers. Those iniatives also include: 

The program has helped elevate brands such as instant-coffee manufacturer Cometeer and Life Raft Treat’s Not Fried Chicken Ice Cream, the company noted.  

FreshDirect has offered online grocery shopping and delivery in the New York City metro area since 2002 and operates driver facilities in the Bronx and New York. The company was purchased by Ahold Delhaize in 2012.