Behind the Label: Investigating Fresh Direct's Local Commitment
Ecosalon
By Jessica Marati
FreshDirect claims to support local farmers and small businesses, but is the company really as community-minded as it appears?
Throughout New York City, massive FreshDirect delivery trucks exhibit locavore-inspired branding that promotes small farmers and eating seasonal, with witty messaging and colorful images of fresh produce.
However, FreshDirect’s policies are far from community-friendly. In fact, its ubiquitous gas-guzzling diesel trucks are regularly singled out for disrupting the neighborhoods they serve with air and noise pollution. The company has also been accused of paying its non-unionized workers well below the minimum wage, clamping down on union organizers, and lobbying for hefty New York City subsidies. In recent months, FreshDirect’s planned relocation from Long Island City, Queens, to the South Bronx has ignited protest among residents and community organizers, who want FreshDirect’s “local” business far from its own locality.
