‘I Don’t Have Time to Use FreshDirect!’

 I Dont Have Time to Use FreshDirect!
Mmmm … refrigerated Cheez-Its!

The latest in the neverending quest to disentangle you from messy human contact with your neighborhood and turn New York City into one giant swishy generic hotel: FreshDirect and the Brooklyn developer behind The Aurora in Williamsburg, the Echelon in Long Island City and 133 Water in DUMBO are installing giant common refrigerators in lobbies, so the doorman can collect your delivery and keep it fresh until you get back from your spinning class/cosemtini binge/12-hour work day.

Participating buildings are installing refrigerators and freezer units in common areas to receive FreshDirect deliveries and these buildings will enjoy a reserved early delivery timeslot which will eliminate the need for their residents to wait at home for their deliveries.

It’s called the Preferred Building Program. When did apartment buildings start sounding so much like airlines?

Says FreshDirect president Steve Michaelson:

Our service receives praise from the ever-growing FreshDirect customer base for its ease-of-use, convenience, and high-quality food. By working with developers, we hope to make using FreshDirect even easier and keep our food fresher for our customers. Now, our customers don’t have to wait for the food – the food will wait for them.

The whole sordid tale, in press-release form but cunningly packaged as a ready-made “latest amenity” trend piece (look for it in tomorrow’s editions of amNewYork!) after the jump.

FROM:

FreshDirect/The Developers Group

CONTACT:

Allison Braley

MWW Group for FreshDirect

(212) 827-3742

abraley@mww.com

Anna LaPorte

Rubenstein Associates, Inc for The Developers Group

(212) 843-8048

alaporte@rubinstein.com

New FreshDirect Preferred Building Program Offers Higher Standard of Service for New Yorkers

Common Area Refrigerator is the Latest Must-Have Amenity in Competitive Real Estate Market

LONG ISLAND CITY, New York – FreshDirect, the nation’s leading online fresh food manufacturing and delivery service, today announced that is working with The Developers Group, Brooklyn’s leading residential sales and marketing firm to provide added benefits to residents of FreshDirect Preferred Buildings. Participating buildings will install refrigerator and freezer units in common areas to receive FreshDirect deliveries, with FreshDirect helping to provide size, model, manufacturer recommendations and access to volume discounts with pre-screened refrigeration manufacturers. FreshDirect Preferred Buildings will enjoy a reserved early delivery timeslot which will eliminate the need for their residents to wait at home for their FreshDirect deliveries.

“We created the Preferred Building Program in response to demand from developers and customers alike,” said FreshDirect’s President, Steve Michaelson. “Our service receives praise from the ever-growing FreshDirect customer base for its ease-of-use, convenience, and high-quality food. By working with developers, we hope to make using FreshDirect even easier and keep our food fresher for our customers. Now, our customers don’t have to wait for the food – the food will wait for them.”

The first group of buildings to participate in the program are being advised and marketed by The Developers Group, a full service real estate group that advises major developers in the New York area. Participating buildings include The Aurora in Williamsburg, Brooklyn, Echelon Condominium in Long Island City, Queens and 133 Water in Brooklyn’s DUMBO area.

“Many of our residents are FreshDirect users who love the service for its ease and convenience,” commented David Behin, EVP Business Development for The Developers Group. “We’re pleased to offer our tenants a higher level of service by accepting their FreshDirect orders for them and keeping food at optimum temperature in our lobby refrigerators and freezers. We believe this amenity will help to attract the type of residents who choose to live in our luxury buildings.”

“One of the deciding factors in buying an apartment in The Aurora was its FreshDirect Preferred Buildingstatus,” said Jean Fei, future resident of newly built The Aurora in Park Slope, Brooklyn. “We won’t have to worry about being home for the FreshDirect delivery person, and that, coupled with the great apartment layout and perfect location, was the reason we chose to buy in The Aurora.”

FreshDirect has committed the earliest available timeslots to their Preferred Buildings. Also, they will be dedicating hundreds of thousands of dollars worth of media to promote the program and its participating buildings via their network of media properties. FreshDirect will assess eligibility for the Preferred Buildingprogram. In order to learn more about the FreshDirect Preferred Building Program and be considered for participation, developers are encouraged to contact Larry Pearl, Director of Business Development for FreshDirect at (718) 928-1141.

About FreshDirect:

Founded in 1999, FreshDirect is one of the nation’s leading online fresh food manufacturing and delivery services. FreshDirect is setting a new standard for fresh food production and distribution by offering unparalleled quality, product customization and value pricing from its state-of-the-art facility in Long Island City. The company is expanding rapidly and currently serves most of Manhattan and locations in Queens, Brooklyn, the Bronx, as well as New Jersey and Westchester. The company’s vision is to change consumers’ lives by providing the ultimate shopping experience for impossibly fresh food and meal solutions. The company currently has over 250,000 customers and has fulfilled close to 3 million orders since opening for business in September 2002. Additional information can be found at http://www.freshdirect.com

About The Developers Group:

New York’s fastest growing multi-unit residential marketing specialists, The Developers Group is the industry trend setter in providing residential real estate developers and investors with comprehensive consulting, sales and marketing services. Headed by Elan Padeh, Highlyann Krasnow, David Behin and Eric Mann, the company has been able to create value for its clients through its meticulous pre-development planning process that utilizes the company’s in-depth understanding of the idiosyncrasies of the marketplace. The Developers Group has helped to sell out a wide variety of properties from new construction to former industrial and manufacturing facilities that were skillfully repositioned and transformed into distinctive residential condominiums. The company is presently sales and marketing consultants and agents for a growing number of projects throughout Brooklyn, Queens,Manhattan, Westchester, New Jersey and Philadelphia.

Press Contacts:

Allison Braley

MWW Group for FreshDirect

(212) 827-3742

abraley@mww.com

Anna LaPorte

Rubenstein Associates, Inc for The Developers Group

(212) 843-8048

alaporte@rubinstein.com

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