FreshDirect Celebrates AAPI Month

In recognition of Asian American and Pacific Islander Heritage Month this May, online grocer FreshDirect is spotlighting its AAPI-led food brands.

“This month and every month, FreshDirect works closely with AAPI-led brands to bring original, unique, special flavors and products to our customers. We are thrilled to spotlight these brand partners on our homepage and social media platforms, celebrating New York’s richly diverse culinary environment,” Loan Heilner, Fresh Direct’s director of merchandising (non-perishables), told SFA News Daily.

FreshDirect works with brands such as Masala Mama, Further Food, Pure Mitti, Mai Vino, Maya Kaimal, and Lunar Hard Seltzer to showcase their flavor profiles to its local community, said FreshDirect.

Pure Mitti and Mai Vino were two of six brands selected to participate in FreshDirect’s Rising Industry Producers and Entrepreneurs (R.I.P.E.) Program, where emerging New York-based small businesses received expert industry counsel and had the opportunity to leverage internal FreshDirect resources and support to grow their brands, said FreshDirect.

Featured products are displayed on a dedicated landing page. Vendors and products include:

• Masala Mama: a chickpea, lentil, and bean brand that incorporates flavors and techniques from Indian home cooking practices.

• Further Food: a health-focused powder company to help health-conscious people use food and nutrition to live healthier lives.

• Pure Mitti: A personal care brand geared towards sustainable living.

• Mai Vino: a wine brand featuring airtight pouches that keep the wine fresh for 30 days after opening and reduce their carbon footprint by 80 percent.

• Maya Kaimal: An Indian-inspired brand of simmer sauces, dals, chanas, rice, and condiments.

• Lunar Hard Seltzer: An alcoholic beverage brand incorporating east Asian flavors into its products, including yuzu, lychee, passion fruit, and plum.