The Problem
FreshDirect, located in the Bronx, NY, is what every grocery store should be. More than 90% of what is in the warehouse today is freshly delivered to customers in less than 72 hours. It is a logistics puzzle with the foundation of a merchandising team that loves food and built solid vendor relationships to complete the puzzle. But it is the time ole’ tale of “where does your food come from?”
The Solution
But in this circumstance, FreshDirect doesn’t look to the biggest names in the industry. They look to farms, fisheries, growers, bakers, roasters, and more who are hands-on with their businesses and can honestly answer the question, day in and day out. Every product is specifically sourced with attention to flavor, freshness, and quality. It was our job to share this with no embellishment. So, Soured by Fresh Direct was born.
A business built on relationships. The details provided by the merchandising team drove these stories forward. There wasn’t a brief, just a simple conversation that communicated the team’s respect for its vendors and love of what they do, but most importantly, depth of detail that we hadn’t experienced before with a CPG retailer.
Fresh is not just in the name. What amazed us is that not only is FreshDirect committed to fresh, but so are their vendors. So, we took the same approach. With a small team, we could tag along with the vendors on their typical day. No formalities, just a sense of curiosity. We didn’t just capture footage; we gained a friend.
This series works to not only visually showcase how and why Fresh Direct sources the way they do, but it does so by going directly to the source and hearing/learning first hand. With this simple idea comes deep, informative and stunning stories.
Photography
Along with video, photography was a large part of this series; offering Fresh Direct the ability to use stills to promote new content and create deeper awareness.
New York state of mind. Focused on the five boroughs of New York, many vendors approach the company as a vendor and a customer. It was crucial to bring the brands around the street corner from FreshDirect customers to the forefront because it showed how much the company was investing in seeing new CPG companies flourish in their local community.