FreshDirect: Innovative Sourcing Solutions in a Shifting Economy
Meat & Poultry | Merchandising Strategy | Supplier Partnerships
Key Focus Areas:
Supplier Collaboration
Product Innovation
Category Management
Assortment Strategy
Challenge
When the 2008 financial crisis hit, FreshDirect faced a sudden shift in consumer behavior. Demand for premium cuts like ribeyes dropped, while interest in value options like ground beef and chicken surged. The challenge was maintaining relevance with shoppers while protecting quality, margin, and brand equity, all under economic pressure.
Approach
First, I led a merchandising shift focused on supplier collaboration and product innovation. I partnered with celebrity butcher Pat LaFrieda to develop custom ground beef burgers (brisket, short rib, and proprietary grinds) that brought new energy to the category. Next, I promoted and discounted our private label antibiotic-free chicken line as a high quality, affordable alternative to organic, working with suppliers who could scale with us. Lastly, I expanded our value added offerings such as marinated meats and pre-seasoned seafood to meet growing demand for easy, at home meals as customers cooked more and dined out less.
Results
Maintained sales volume by aligning with shifting consumer behavior
Preserved margins by innovating within lower-cost product offerings
Strengthened strategic supplier relationships
Reinforced brand trust by offering affordable, high-quality alternatives
