FreshDirect Introduces Produce Rating System

Online grocer FreshDirect has introduced a Daily Produce Rating System, which it said gives shoppers "a foolproof way to ensure that the ripest fruits and crunchiest veggies are consistently delivered to their doorsteps."

The five-star rating system applies to all produce available on FreshDirect's Web site. A quality assurance team reviews the entire stock daily, testing each item for taste, color, firmness, and ripeness. The cyber-grocer then posts the results on the Web site, with five stars going to the best, and one star standing for "below average."

As taste and quality of produce varies seasonally, and freshness depends on location, climate changes, and weather conditions, FreshDirect updates ratings each morning as a guide for quality levels for product to be delivered the next day. For instance, if apricots garnered a four-star rating on the Web site Tuesday, they'll be in peak condition for the delivery on Wednesday.

"By following the handy new ratings system, consumers can rely on the expert guidance from FreshDirect and expect to receive only top-notch produce in every delivery," said FreshDirect's c.m.o. Steve Druckman. "This innovative new Web feature is one of several new improvements that FreshDirect is implementing to enhance the online shopping experience."

Other recent improvements include an improved wine selection, more available delivery time slots, more sustainable packaging, and quicker responses to service e-mails, the company said.

Long Island City, N.Y.-based FreshDirect is available in most of Manhattan and locations in Queens, Brooklyn, Staten Island, and the Bronx, as well as parts of New Jersey, Westchester, and Nassau County.