Ahold Delhaize USA has entered into an agreement to sell its FreshDirect business to ultrafast grocery delivery provider Getir, a move the company says will allow it to focus investments on its omnichannel businesses, according to a news release.
“This was a difficult decision, especially given FreshDirect’s rich history in the New York City area,” JJ Fleeman, CEO of Ahold Delhaize USA, said in the release. “However, our strength as a grocery retailer in the U.S. is the true omnichannel experience — a combination of online and in-store — where we have leading brands and market share, strong store density and online presence, and a deep heritage of customer loyalty and relationships. With this decision, we will increase our focus on omnichannel — our biggest growth opportunity.”
There are no changes expected for FreshDirect customers as a result of the transaction. All customers will continue to be served by their local delivery teams, the release said. In addition, there are no changes to DeliveryPass subscriptions or other services.
“We are proud of the positive impact FreshDirect has had in the online grocery space, raising the bar in offering the best in-season selection of locally sourced goods,” Fleeman added. “In the coming weeks, we are committed to supporting a smooth transition for FreshDirect’s valued employees, customers, partners and communities, who have been loyal to the brand over the past 20 years, so that FreshDirect will be well positioned to continue as an integral part of New York’s food culture under Getir’s ownership.”
Headquartered in the Bronx, N.Y., and serving the greater New York tri-state area, FreshDirect has 3,200 employees. Founded in New York City in 2002, FreshDirect was acquired by Ahold Delhaize USA in January 2021.
Ahold Delhaize USA, a division of Netherlands-based Ahold Delhaize, is the parent company of Ahold Delhaize’s U.S. companies, including its local brands — Food Lion, Giant Food, The Giant Co., Hannaford, Stop & Shop and FreshDirect, along with Retail Business Services, its U.S. support services company; Peapod Digital Labs, its digital and e-commerce engine; and ADUSA Distribution & Transportation.
