A conversation with Emma Fuerst Frelinghuysen
In 2013, FreshDirect, a New York-based online grocer specializing in directly sourcing high-quality fresh produce, meats, seafood and dairy products, made a big splash into the private brand waters. The company introduced two store brands — JUST FreshDirect and Cloud 9 — for its customers, who live in the greater New York metro area, greater Philadelphia area and the state of Delaware. The launches represent a stepped-up commitment to private label, which previously was limited to a few products such as water and nuts, Emma Fuerst Frelinghuysen, FreshDirect’s senior director of private brands, told Store Brands.
We asked Emma Fuerst Frelinghuysen to discuss her company’s plans for 2014, and more.
Store Brands: What private brand-related plans do you have for your company this year?
Emma Frelinghuysen: We will introduce new products under two private brands that were based directly off consumer insights: JUST FreshDirect and Cloud 9. We developed JUST FreshDirect as part of our overall commitment to delivering the highest-quality, best-tasting foods directly to customers’ doors. JUST FreshDirect products have simple, short ingredient statements [featuring] wholesome ingredients and transparency. Products include milk, butter, flour, cream cheese and eggs, and we plan to launch over 150 new items in 2014. One of the key brand filters is a list of ingredients that are never used, including MSG, high-fructose corn syrup and artificial sweeteners. Cloud 9 products consist of non-food items like paper towels, trash bags and facial tissue.
Store Brands: What are the most exciting private brand categories right now, and what makes them so exciting?
Frelinghuysen: In my opinion, the most exciting developments are innovations within the fresh categories. Our customers are keenly interested in unique products. One example from JUST FreshDirect is the farmer’s egg. Also known as pullet eggs, farmer’s eggs are laid by young chickens between 18 and 22 weeks old, and are about 15 percent smaller than typical medium-sized eggs sold in stores, yet many farmers claim they are the tastiest. The yolks are a bit darker, and they’re said to have fluffier whites when cooked. Farmers usually have to sell most of these eggs to breaking plants, so we are introducing a newly created profit area where there was once a loss, ultimately helping to support organic farming. FreshDirect is the first retailer to sell these eggs, which are certified organic and will be available three times a year (at each flock rotation).
Store Brands: Which categories aren’t getting the attention they deserve in terms of product development?
Frelinghuysen: There are many product qualities that aren’t getting enough consideration. For example: Transparency was the No. 1 answer we got from consumers when we asked what they wanted to see in our private brand. I think it’s crucial to take those insights into consideration. We developed our brand with transparency as a primary focus, and you can see that play out in the labeling, ingredient list and packaging.
Store Brands: What is your all-time favorite store brand product?
Frelinghuysen: Williams-Sonoma Peppermint Bark — it’s unique, seasonal and delicious.
Store Brands: What is your fondest memory in your career so far?
Frelinghuysen: Being part of the launch of FreshDirect’s private brands has been incredibly rewarding. We were given the opportunity to create brands from scratch based on what our customers wanted. We worked with the fantastic team at Daymon [Worldwide] to come up with the concept, design the creative and source the products. All of their knowledge of private brands coupled with FreshDirect’s expertise around food came together to develop amazing products.
Store Brands: How would you sum up your work philosophy?
Frelinghuysen: Know your customers!