This past week The Bronx witnessed the grand opening of its first Fresh Direct facility, the largest online fresh food grocer in the Northeast. Bronx borough President Ruben Diaz, Jr., welcomed the company’s new site headquarters amidst community opposition and a boycott previously brought on by the South Bronx United coalition.
The South Bronx United coalition was also instrumental in filing a lawsuit which eventually was thrown out of court by a federal judge in 2013 and 2014. Nine people were also arrested during the protests at the proposed site 4 years ago. Back in 2012 when Fresh Direct made their first official announcement to move to Harlem River Yards, several city officials addressed their concerns over the proposed move citing environmental issues and empty job promises. On the contrary, Fresh Direct which planned to invest $112 million of its own money, is slated to receive an estimated $130 million in tax breaks and grants from The Bronx, city and state. In addition, Fresh Direct has stated this project will create up to 1,000 permanent jobs, targeting Bronx residents as new hires. The new site location will house the company’s corporate offices as well as provide space for food processing, distribution, and warehousing.
In addition, several local businesses have partnered up with Fresh Direct and will have 60 of their products sold by the company. Moreover, Fresh Direct launched a pilot program that allows specified Bronx customers to pay with food stamps and has expanded their delivery service throughout the borough. Their new headquarters is currently located at 2 St. Ann’s Avenue in the Mott Haven section of The Bronx and replaces the warehouse located on Borden Avenue in Newton Creek, Queens.
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