Following an infusion of close to $200 million in financing FreshDiret announced that it would enter the District of Columbia market.
No specific details concerning areas to be served or dates have been provided.
The home-delivery market for groceries is highly competitive and generally, companies involved in this segment are unprofitable or marginal at best. The model involving delivery to high-density urban areas is perhaps the most promising since these areas include a number of affluent residents who are either unable or unwilling to devote time to shopping.
Home delivery competes with small urban high-end supermarkets such as Whole Foods 365 and their clones.