Online grocer FreshDirect shared Thursday its inaugural class of local emerging food brands selected to participate in the company’s new Rising Industry Producers and Entrepreneurs (R.I.P.E.) Program. This year, Doughnuttery, Mai Vino, Matriark Foods, Pure Mitti, Spoonful, and TerraNut have been selected to participate in this initiative.
In keeping with its long-standing commitment to partner with local vendors across the farming, fishing, and food production sectors, FreshDirect has launched a one-year pilot program for brands with retail ambitions, that are looking to take their businesses to the next level.
The New York area online grocer will partner and collaborate with emerging and diverse-owned businesses to advise and leverage internal FreshDirect resources to grow these brands. Participants will have the opportunity to: learn how to adapt their strategies for ecommerce success, connect with a FreshDirect Category Manager for one-on-one mentorship, and expand their customer base within the New York City and tri-state area, according to the grocer. Additionally, brands will have the chance to cultivate relationships with FreshDirect, distribution partners, community partners, and fellow entrepreneurs.
“Since its inception, FreshDirect has worked directly with growers, producers and local food innovators to deliver the highest quality, freshest food–from best in-season produce, meat, and seafood, to chef-prepared meals and shortcuts and special local finds,” said Dave Bass, managing director of FreshDirect, in a statement. “We have a deep tradition of supporting our local food vendors and this new initiative enables us to discover new partners who are elevating and evolving the food and culinary landscape with their products and brands.”
Following is more information on the six participating brands:
• Doughnuttery— A family-run New York-based brand headed by brothers Evan and Jason Feldman. The brand has been delighting doughnut lovers with its exciting offering of hot, fresh, uniquely sugared mini doughnuts in some of NYC’s most iconic areas.
• Mai Vino—A female-founded company that works directly with winemakers and growers from around the world to produce organically grown single-origin wines. Airtight pouches keep the wine fresh for 30 days after opening and reduces their carbon footprint by 80 percent. They believe that the best wines are unfussy and fun to be around.
• Matriark Foods—An environmental-impact food company tackling the $1 trillion food waste problem by producing certified upcycled products for foodservice, retail, and emergency food. Matriark mitigates the negative environmental impact of wasted food through supply chain innovations with farmers and large-scale fresh-cut facilities.
• Pure Mitti—A minority and woman-owned brand offering a selection of functional products that embrace the principles of ancient Ayurveda, providing a natural approach to daily living. Their natural, toxin-free line includes daily living products for skin, hair, home cleaning, and lifestyle where each product is geared toward sustainable living.
• Spoonful—A brand that specializes in a diverse range of overnight oats that integrate health and taste. It uses ingredients to cater to various dietary preferences and requirements, ensuring everyone can embark on their unique journey toward vitality. Its commitment to sustainability extends from sourcing wholesome, ethically produced ingredients to employing environmentally conscious packaging solutions.
• TerraNut—A raw, cold-pressed, and plant-based snack company that specializes in promoting healthy snacking habits.
“Many customers value local products and knowing the origin stories behind where and how their food is made. We take great pride in introducing such innovative products, enabling shoppers to support up-and-coming brands they have a community connection to,” said Loan Heilner, senior associate category manager at FreshDirect, in a statement. “FreshDirect’s expert merchandising team leverages its industry knowledge to guide these entrepreneurs and also provides access to resources to help vendors elevate their brands and achieve retail success.”
The call for applicants to the inaugural program began in Spring of 2023 and each participant presented their business in front of a panel of executives from FreshDirect’s merchandising and marketing teams. From over 90 applicants, six brands were selected.
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