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    FreshDirect Develops One-Click Recipes Based on Cookbook Favorites

    LONG ISLAND CITY, N.Y. -- FreshDirect here has launched a program on its Web site that allows e-shoppers to access popular recipes from some of the world's most beloved cookbooks, and buy all the needed ingredients on the spot.

    LONG ISLAND CITY, N.Y. -- FreshDirect here has launched a program on its Web site that allows e-shoppers to access popular recipes from some of the world's most beloved cookbooks, and buy all the needed ingredients on the spot.

    The new program, called One-Click Recipes features more than 400 recipes compiled from 53 cookbooks from publisher Workman Publishing. The cookbooks referenced in the program include such iconic titles as The Silver Palate and The New Basics, both by Julee Rosso & Sheila Lukins; The Barbecue Bible by Steven Raichlen; and French Laundry and Bouchon, both by Thomas Keller, to name a few.

    Fresh Direct said it will add new recipes to the site regularly, including seasonal menus, and contributions from Real Simple magazine.

    "One-Click Recipes is another way that FreshDirect provides a totally unique shopping experience for customers," said Steve Michaelson, president of FreshDirect. "No traditional grocer or market can offer this kind of convenience. Our No. 1 goal is to continually provide our customers with the easiest ways to get a meal on the table through our delicious prepared foods, our convenient delivery service, and now through new One-Click Recipes."

    One-Click Recipes allows customers to search and sort using criteria such as main ingredient, level of difficulty, theme, number served, type of cuisine, cooking method, and more--even by cookbook title. When a shopper picks a recipe, the ingredient list becomes a virtual shopping list.

    Ingredients that customers will likely to need to purchase specifically for the recipe (for example, fresh shrimp or scallions) are ready to be added to the cart with one click. Items that customers might already have in the pantry, such as spices or olive oil, are designated as "You May Already Have" and would need to be manually selected before they are added to the cart.

    If an ingredient is added to the cart for one recipe, FreshDirect's One-Click Recipes reminds shoppers that the item was already purchased before they inadvertently add it a second time. For certain recipes, FreshDirect offers tabs to allow the customer to choose to make the recipe organic or kosher. This function will be added to all appropriate recipes over the coming months, the company said.

    All recipes are printable, and are emailed to customers. Additionally, all cookbooks that the recipes have been selected from will be available for purchase online, although that functionality is apparently not yet live on the site.

    Founded in 1999, FreshDirect is one of the nation's leading online fresh food manufacturing and delivery services. Its state-of-the-art facility in Long Island City, N.Y. currently serves most of Manhattan and locations in Queens, Brooklyn, and the Bronx, as well as parts of New Jersey, Westchester, and Nassau County. The company currently has over 250,000 customers and has fulfilled nearly 5 million orders since opening for business in September 2002.

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