FreshDirect is an online grocery service operating in the greater New York tri-state area. Credit: John J Kelly III via Shutterstock.com.

The US subsidiary of Netherlands-based food retailer Ahold Delhaize has agreed to divest its FreshDirect business to grocery delivery service provider Getir.

Headquartered in the Bronx, New York, FreshDirect serves the greater New York tri-state area and has 3,200 employees.

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Ahold Delhaize US, which acquired FreshDirect in January 2021, made the decision following a thorough review.

The company aims to focus investments in its omnichannel businesses.

Ahold Delhaize US CEO JJ Fleeman said: “This was a difficult decision, especially given FreshDirect’s rich history in the New York City area. However, our strength as a grocery retailer in the US is the true omnichannel experience – a combination of online and in-store – where we have leading brands and market share, strong store density and online presence and a deep heritage of customer loyalty and relationships. With this decision, we will increase our focus on omnichannel – our biggest growth opportunity.”

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The divesture will not impact FreshDirect customers, DeliveryPass subscriptions or other services.

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Customers will continue to be served by local delivery teams.

Fleeman added: “In the coming weeks, we are committed to supporting a smooth transition for FreshDirect’s valued employees, customers, partners and communities, who have been loyal to the brand over the past 20 years so that FreshDirect will be well positioned to continue as an integral part of New York’s food culture under Getir’s ownership.”

Ahold Delhaize recently entered an agreement to purchase Romanian grocery retailer Profi Rom Food from private equity company MidEuropa.