FreshDirect: Ready to Deliver [PDF] (Another Baseline article.) FreshDirect is an online grocer -- it has survived the hardtimes that online grocers have faced. Webvan went out of business. FreshDirect survived, but just barely. It has stumbled with some of its processes and technologies. Its website still crashes, data is still in disparate systems -- but there is hope. So far the company has stuck with serving New York City only -- it's saving its expansion dreams for when it has worked out all the bugs.

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