The Fresh Grocer
The Fresh Grocer is a Northeastern U.S. supermarket banner under Wakefern Food Corp., operating multi-store full-line groceries in New Jersey, Pennsylvania, and Delaware. It offers fresh produce, meats, international and specialty diet items, private label Bowl & Basket products, and omnichannel ordering with pickup, delivery, deli pre-order, and cake/catering services.
- Company typePrivate
- Founded1996
- HeadquartersEdison, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What The Fresh Grocer does
The Fresh Grocer is a regional supermarket banner operating physical grocery stores across the Northeastern United States, with locations in New Jersey, Pennsylvania, and Delaware. It positions itself around high-quality perishables in urban and suburban trade areas, offering a full assortment spanning fresh produce, meat and seafood, dairy, frozen, pantry, beverages, deli and prepared foods, household essentials, health and beauty, baby products, and pet supplies. The chain also operates distinct specialty merchandising in international foods (Hispanic, Asian, Kosher, Caribbean, Indian) and dietary/lifestyle categories (Gluten-Free, Organic, Keto, Vegan, Low-Sodium, Diabetes-Friendly).
The company's technology stack centers on an omnichannel e-commerce platform integrated with physical-store fulfillment. Customers can shop online, schedule pickup times, or opt for delivery; pre-order deli and prepared foods via a dedicated platform; and order custom cakes and catering through Order Express. Native iOS and Android applications, a digital coupon system, weekly circulars, a shoppable recipe library, and The Fresh Grocer Rewards loyalty program (with a Hallmark Rewards overlay) together form the digital engagement layer. The retailer also operates an exclusive private-label program branded as Our Brands, anchored by Bowl & Basket, which spans pantry staples, frozen foods, dairy, produce, snacks, prepared meals, and household categories.
The Fresh Grocer is wholly owned and operated as a banner brand under Wakefern Food Corp., the largest retailer-owned cooperative in the United States. Wakefern provides centralized wholesale distribution, private label development, and cooperative purchasing power that the banner benefits from alongside sister banners such as ShopRite, Price Rite Marketplace, Gourmet Garage, Fairway Market, and Morton Williams. Revenue is generated primarily through in-store product sales across all departments, supplemented by online order fulfillment, private label merchandise, and prepared foods/deli sales. Marketing channels combine a full e-commerce website, mobile apps, email newsletters, weekly circulars, digital coupons, recipe content, and social media. The company is privately held with no public ticker; equity, founder ownership, and investment history are not publicly disclosed.
The Fresh Grocer firmographics
Firmographics- Name
- The Fresh Grocer
- Legal name
- Wakefern Food Corp.
- Website
- https://thefreshgrocer.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Fresh Grocer is a Northeastern U.S. supermarket banner under Wakefern Food Corp., operating multi-store full-line groceries in New Jersey, Pennsylvania, and Delaware. It offers fresh produce, meats, international and specialty diet items, private label Bowl & Basket products, and omnichannel ordering with pickup, delivery, deli pre-order, and cake/catering services.
- Ownership category
- akta.pro rank
The Fresh Grocer industry classification
Industry- Product category
- Supermarket Retail
- NAICS
- Supermarkets and Other Grocery Retailers (except Convenience Retailers) (445110)
- SIC
- Retail-Grocery Stores (5411)
- akta.pro primary industry
- Independent Supermarkets & Neighborhood Grocers (CRAHAAAB)
Keywords
Where The Fresh Grocer is headquartered
LocationHeadquarters
- HQ city
- Edison
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Fresh Grocer business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- In-Store Product Sales: Traditional grocery retail revenue from selling physical products across all departments including produce, meat, dairy, frozen foods, pantry items, beverages, household essentials, health and beauty, baby products, and pet supplies.
- Online Order Fulfillment: Revenue from online orders placed through website and mobile app, with customers picking up at store or opting for delivery.
- Private Label Products: Revenue from proprietary Bowl & Basket private label brand sold exclusively at Fresh Grocer locations.
- Prepared Foods and Deli: Revenue from freshly prepared foods including deli items, rotisserie chicken, deli salads, and custom party trays.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
The Fresh Grocer product offering
Product offeringCore offering
The Fresh Grocer is a regional supermarket chain that sells fresh produce, meat, seafood, dairy, frozen foods, pantry staples, beverages, prepared foods, deli items, international/ethnic products, baby supplies, pet supplies, and household essentials through physical grocery stores in the Northeastern United States. It complements its in-store retail with an omnichannel experience including online ordering with store pickup and delivery, mobile applications for iOS and Android, digital coupons, weekly circulars, a loyalty rewards program, custom cake ordering, and catering services.
Product overview
The Fresh Grocer is a grocery retail banner operated by Wakefern Food Corp, offering an omnichannel shopping experience with online grocery shopping and pickup services. The core product is its e-commerce platform integrated with its physical store locations, supplemented by mobile apps for iOS and Android, digital coupon systems, weekly advertising circulars, and order-ahead services for deli and bakery items. The retailer also operates private label brands (Our Brands) spanning pantry staples, frozen foods, dairy, produce, snacks, prepared meals, and household items. Additional services include cake and catering ordering, a loyalty rewards program (The Fresh Grocer Rewards), Hallmark Rewards partnership, and a recipe discovery feature with shoppable ingredients.
Differentiator
Problem solved
Functional benefit
Products and services
- Online Grocery Shopping with Pickup Customers browse products online, add items to their cart, and schedule pickup at their local The Fresh Grocer store for convenient grocery collection.
- Mobile App (iOS) The Fresh Grocer iOS application allows customers to shop, view weekly ads, and access digital coupons from their Apple devices.
- Mobile App (Android) The Fresh Grocer Android application allows customers to shop, view weekly ads, and access digital coupons from their Android devices.
- Order Ahead Deli Standalone online ordering service that lets customers pre-order deli items, party trays, and custom deli preparations for scheduled pickup.
- Cakes & Catering Dedicated Order Express service for ordering custom cakes and catering trays for birthdays, holidays, and special occasions.
- The Fresh Grocer Rewards Loyalty program where registered customers earn reward points and unlock exclusive discounts on grocery purchases at The Fresh Grocer stores and online.
- Hallmark Rewards Rewards program tied to Hallmark greeting-card purchases that delivers discounts and promotions to participating customers.
- Our Brands (Private Label) Exclusive store-brand products sold only at The Fresh Grocer (and sister Wakefern banners), including pantry staples, frozen foods, dairy, produce, bread & bakery, beverages, snacks, prepared meals, meat & seafood, breakfast, deli, dessert & pastries, baby food, cleaning supplies, paper products, food storage, and disposable tableware, including the Bowl & Basket brand.
Companies that use The Fresh Grocer
Customer profileSegments5 records
Ideal customer profiles4 records
The Fresh Grocer technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
The Fresh Grocer partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Wakefern Food Corp.coreWakefern Food Corp. is the parent company and largest retailer-owned cooperative in the United States. The Fresh Grocer operates as one of Wakefern's banner brands, benefiting from centralized distribution, private label development (Bowl & Basket), and cooperative purchasing power.
- Coca-ColaminorParticipates in Wakefern's Star-Spangled Own Brands initiative celebratory reward program. Customers purchasing Coca-Cola products can earn store gift cards with qualifying purchases.
- HersheyminorParticipates in Wakefern's Star-Spangled Own Brands initiative celebratory reward program. Customers purchasing Hershey products can earn store gift cards with qualifying purchases.
- Kimberly-ClarkminorParticipates in Wakefern's Star-Spangled Own Brands initiative celebratory reward program. Customers purchasing Kimberly-Clark products can earn store gift cards with qualifying purchases.
- Kraft HeinzminorParticipates in Wakefern's Star-Spangled Own Brands initiative celebratory reward program. Customers purchasing Kraft Heinz products can earn store gift cards with qualifying purchases.
- MondelezminorParticipates in Wakefern's Star-Spangled Own Brands initiative celebratory reward program. Customers purchasing Mondelez products can earn store gift cards with qualifying purchases.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
The Fresh Grocer competitors and assessment
Company assessmentDirect peers
- Fairway Market: Wakefern-owned urban gourmet banner in the New York metro. Comparable as a specialty-positioned, perishables-focused banner under the same cooperative umbrella.
- Gourmet Garage: Wakefern-owned specialty urban banner focused on fresh, international, and prepared foods. Most analogous to The Fresh Grocer in positioning on specialty perishables and international assortment.
- Western Beef: Independent urban supermarket chain in NY/NJ with meat and produce emphasis and value positioning. Comparable neighborhood grocery model serving similar urban demographics.
- Compare Foods: Independent supermarket chain in the Northeast and Mid-Atlantic focused on Hispanic and international foods. Comparable urban grocery model with strong ethnic assortment and value positioning.
- Morton Williams: Another Wakefern-owned banner operating in the New York metro area. Directly comparable in being a Wakefern supermarket banner with similar assortment strategy including produce, prepared foods, and specialty items.
- Food Bazaar: Independent supermarket chain in the NY/NJ metro area with deep ethnic and specialty assortment. Comparable urban supermarket model with emphasis on international foods and broad product selection.
- ShopRite: Sister banner under Wakefern Food Corp., the largest retailer-owned cooperative in the US. Both operate regional supermarket banners in the Northeast with shared private label, distribution, and digital infrastructure, making ShopRite the most directly comparable peer.
- C-Town Supermarkets: Independently owned supermarket brand in urban Northeast communities. Comparable in serving diverse urban demographics with broad assortment including international categories.
- Key Food Stores: Independent supermarket cooperative operating neighborhood banners across the Northeast with comparable footprint and store format. Similar go-to-market in urban and suburban markets with broad assortment including international foods.
- Price Rite Marketplace: Wakefern-owned value banner operating limited-assortment supermarkets in the Northeast. Sister banner leveraging the same Wakefern cooperative, providing relevant comparison for the banner portfolio strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Fresh Grocer social profiles
Digital presenceThe Fresh Grocer financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Fresh Grocer leadership team
Management profileNumber of profiles
Profiles1 record
The Fresh Grocer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Fresh Grocer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Fresh Grocer
What does The Fresh Grocer do?
The Fresh Grocer is a regional supermarket chain that sells fresh produce, meat, seafood, dairy, frozen foods, pantry staples, beverages, prepared foods, deli items, international/ethnic products, baby supplies, pet supplies, and household essentials through physical grocery stores in the Northeastern United States. It complements its in-store retail with an omnichannel experience including online ordering with store pickup and delivery, mobile applications for iOS and Android, digital coupons, weekly circulars, a loyalty rewards program, custom cake ordering, and catering services.
Is The Fresh Grocer a public or private company?
The Fresh Grocer is a private company. It is classified as corporate owned and is currently operating.
When was The Fresh Grocer founded?
The Fresh Grocer was founded in 1996. It employs 11 to 50 people.
Where is The Fresh Grocer based?
The Fresh Grocer is headquartered in Edison, United States, in the North America region.
How does The Fresh Grocer make money?
Four revenue lines are on record. In-Store Product Sales are the primary driver. The others are online Order Fulfillment, private Label Products and prepared Foods and Deli.
Who are The Fresh Grocer's main competitors?
Direct peers on record are Fairway Market, Gourmet Garage, Western Beef, Compare Foods, Morton Williams, Food Bazaar, ShopRite, C-Town Supermarkets, Key Food Stores and Price Rite Marketplace.
Does The Fresh Grocer have an API?
No public API is recorded for The Fresh Grocer.
What industry is The Fresh Grocer in?
The Fresh Grocer's product category is Supermarket Retail. Its primary akta.pro industry code is CRAHAAAB, Independent Supermarkets & Neighborhood Grocers. Its NAICS code is 445110 and its SIC code is 5411.