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09/13/2021

Ahold Delhaize appoints new managing director of FreshDirect

David Bass has been appointed the next managing director of online grocery service FreshDirect.
Zachary Russell
Associate Editor
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a man wearing a suit and tie
David Bass, incoming managing director of FreshDirect.

Online grocery service FreshDirect has a new managing director. Dave Bass has been appointed by Ahold Delhaize, the company that acquired FreshDirect in October of last year, to the position of managing director, succeeding the interim CEO Farhan Siddiqi. 

Founded in 2002, FreshDirect delivers to customers in the greater New York City, Philadelphia, and Washington D.C. metro areas. The service recently announced the addition of 250 new products from Ahold Delhaize private brands to its selection, along with new discounts for customers. 

“I would like to congratulate Dave on his appointment to lead FreshDirect,” said Frans Muller, CEO of Ahold Delhaize. “He brings a wealth of experience to the brand, having recently led omni-channel merchandising support for the Peapod Digital Labs division of Ahold Delhaize USA. He is a great choice to continue to drive FreshDirect’s growth as a key pillar of Ahold Delhaize’s omni-channel strategy.”  

In the first quarter of this year, Ahold Delhaize noted a triple-digit online sales growth after the acquisition of FreshDirect.

“FreshDirect is a truly unique brand, working directly with local suppliers, growers and farmers to deliver the freshest and best-tasting products directly to people’s doorsteps,” said Dave Bass, incoming managing director of FreshDirect. “I look forward to working with the team and helping FreshDirect grow its leading customer service and high-quality assortment to customers in the greater New York City area.”