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The company was founded in 1999 by former CEO Joe Fedele and Jason Ackerman, a former investment banker who specialized in the grocery industry. Introduced to the New York market in 2002, its business grew popular for its convenience, fresh food and comparatively lower prices than many Manhattan supermarkets although less competitive elsewhere. FreshDirect has expanded its service area slowly. It began service in parts of Queens, Brooklyn, and Manhattan in 2002, but by 2010 it still had not covered the entire New York City area. The company began testing service in select parts of New Jersey and Connecticut in 2010. Although it served some parts of the Bronx earlier, FreshDirect did not offer service to all of the borough until 2012. In January 2013, FreshDirect officially launched service in the greater Philadelphia metropolitan area. Orders are dispatched to the bakery, deli, kitchen as well as fresh storage rooms, produce ripening rooms and production areas within the company’s refrigerated facility. All order components are custom-cut, packaged, weighed and priced. Items are picked from storage before being placed inside bins that travel along conveyors to the sorting area. The boxes are labeled, recorded and loaded into refrigerated delivery trucks.