Fresh Direct has decided that many of us in Bed-Stuy are not worthy of their food. In fact they’ve decided to hand pick which buildings and blocks they will visit. My fellow Bed-Stuy blogger, Flood, the author of the new and interesting blog Lambent, Vast and Ruthless just recently found this out. Check out the blog’s post on Fresh Direct discrimination.
When I was living in Chelsea, I would order from Fresh Direct and I never assumed that they were so selective about their customers. Now that I live in Bed-Stuy, I’ve learned the harsh truth.
I went to the Fresh Direct website and tried a couple of addresses and it turns out that while they avoid most of 11206 like the plague, they DO deliver to the Mynt. That’s 756 Myrtle, and that is Bed-Stuy. Put that address into the delivery info. section and watch all of those delivery times pop up like mushrooms. LIKE WILD CHANTERELLE MUSHROOMS (which are $12.99/8 oz. pack at Fresh Direct in case you’re wondering). Now try this: put in another address in the 11206 area code (make sure it isn’t in Bushwick–they like the folks over there) and see what you get. It’s probably a “Sorry, Fresh Direct doesn’t deliver to that address.” The Bed-Stuy area of the 11206 code is on the “No Deliveries” list!
I have seriously considered ordering from Fresh Direct and giving them an address in the Mynt building. In an Elaine Benes move, I would sneak over to the building and hide in a janitor’s closet on the first floor, and when the delivery man shows up I would just walk out of the supply closet with a “Oh, I see my arugula and gouda have arrived!” Better yet, I could probably just sneak into the cold storage area and wait for my delivery there.
The question is, should we want to be customers of a business that clearly doesn’t want us as customers? I’m sure several of you are, like me, outside of the Restoration Plaza Foodtown delivery zone, and the few C-Towns, Key Foods and Pioneer grocery stores scattered about aren’t cutting it for you. We could surely use the convenience of Fresh Direct delivery, and I’m sure many folks would certainly pay any amount just to have their groceries arrive at their doors, so why has Fresh Direct chosen to discriminate against us? Why would they not serve communities that lack decent grocery stores? It seems like they would market themselves heavily to the hapless individual who moves into a neighborhood months (or years) before the first latte arrives. What can we do to get a decent grocer (Fresh Direct or otherwise) to service our area?