Take That, Whole Foods

April 25, 2008 at 4:52 pm 1 comment

I’ve always respected FreshDirect for their unabashed reshaping of the grocery experience, but when they started murmuring about environmental initiatives last year, the greenwashing light started blinking. While much progress is still to come, I’m happy to report that FD seems to be making some real changes. In addition to their switch to biodiesel for delivery trucks, FD has also partnered with the Blue Ocean Institute to allow shoppers to look up the environmental impact of seafood. In a shrewd information architecture move, concerned shoppers can click the “Is this Ocean Friendly” link, whereas those who don’t simply carry on their merry way. The result? I am now concerned that eating scallops kills sea turtles. Thanks FreshDirect! –Kat

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Entry filed under: Business, Food, Sustainability, Whole Health.

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