Internet grocer FreshDirect is now selling branded gift cards on its Web site, www.freshdirect.com. The cards target on-the-go residents of the metro New York area who want fresh foods at affordable prices.

“The FreshDirect card [offering] the gift of high-quality foods delivered from the farm to your door is the ideal gift for friends and family in [the] greater New York metropolitan and New Jersey areas,” noted Monica Woo, chief marketing and strategy officer at the Long Island City, N.Y.-based online grocer. “Celebrate any number of occasions with our FreshDirect gift card, be it this winter holiday, birthday, new home, birth of a baby, or just because. Our customers are passionate about the FreshDirect brand, and have been inquiring about gift cards for a while.” The cards are available for purchase by consumers across the United States.

With no fees or expirations date, the cards can be customized with a choice of design to mark a special occasion, as well as the addition of a personal message. Delivered by e-mail, a card can be sent directly to the recipient or printed out to be delivered by hand.

Recipients can redeem FreshDirect gift cards for specialty food and traditional grocery purchases from the e-grocer and then chose a delivery time for the product to brought directly to their door. The value of the card can be applied to multiple purchases.

FreshDirect’s service area includes most of Manhattan and locations in Queens, Brooklyn, Staten Island and the Bronx, as well as parts of New Jersey and Westchester and Nassau counties.