Fresh Direct Partners With Daymon for Growth

Fresh Direct

Internet grocery shopping service FreshDirect has engaged Stamford, Connecticut based Daymon Worldwide to support FreshDirect’s premium Private Brand portfolio and compliment the company’s current fresh-inspired online product offerings and chef-made options.

“Daymon Worldwide’s retail branding expertise, plus its sourcing and logistics capabilities, made them the best partner to support FreshDirect’s private brand growth,” says FreshDirect Senior Vice President of Merchandising Tim Milano.   “This will better position us to meet increasing consumer demand for fresh, healthy, convenient choices for our customers.”

FreshDirect’s currently sells more than 6,000 fresh food and grocery items to more than 250,000-plus consumers throughout the New York City and Philadelphia metropolitan areas.

“We’re thrilled to partner with FreshDirect to leverage the company’s strong equity as a trusted purveyor of fresh, quality products,” said Carla Cooper, chief executive officer of Daymon Worldwide.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.