Ahold Delhaize Divests FreshDirect Business

Ahold Delhaize USA has reached a deal to sell its FreshDirect business to Getir, a prominent grocery delivery company operating in key markets in the U.S. and globally. The decision to part with FreshDirect, described as a “difficult decision” by JJ Fleeman, CEO of Ahold Delhaize USA, is motivated by the company’s strategic shift towards focusing more on its omnichannel ventures. Fleeman explained, “Our strength as a grocery retailer in the U.S. is the true omnichannel experience – a combination of online and in-store – where we have leading brands and market share, strong store density and online presence, and a deep heritage of customer loyalty and relationships. With this decision, we will increase our focus on omnichannel – our biggest growth opportunity.” The statement assured FreshDirect customers that the acquisition would not lead to any immediate changes in service. Local delivery teams will continue to serve FreshDirect shoppers, and existing subscriptions like DeliveryPass will remain unchanged. Despite acknowledging the rich history of FreshDirect in the New York City area, Ahold Delhaize USA is prioritizing the broader growth potential offered by strengthening its omnichannel presence. Currently, FreshDirect, headquartered in the Bronx, New York, employs 3,200 workers, and the acquisition by Getir signals a shift in the landscape of grocery delivery services.