FreshDirect faces uncertain future after two CEO’s resign months apart: ‘Clock is ticking’
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The grocer’s parent company, Getir, pulled out of all of its US operations — except FreshDirect — last year. Online grocer FreshDirect is reportedly on the ropes after losing two CEOs since November. A source in the company spoke to the New York Post and said that the leadership shakeups have caused a "lot of uncertainty" for FreshDirect.
![[FreshDirect has been a fixture on New York City streets for 20 years - but the company is now in dire straits.]](https://static.independent.co.uk/2025/01/20/18/newFile-6.jpg)
Multiple sources told the paper that FreshDirect was losing several million dollars a month on approximately $600 million in annual sales. The Bronx-based company — which recently started charging a 50 cent congestion fee for deliveries below 60th St in Manhattan — has approximately 50,000 customers across the five boroughs, in mostly-affluent neighborhoods.
An executive at the company told the paper that it was requesting help from industry experts to get the business back on track. An investor who spoke to the paper warned that a turnaround was needed quickly, as the “clock is ticking” for FreshDirect.
Back in 2023 the company was sold by its Dutch owners to the Turkey-based Getir, but the grocer — which saw a major uptick in use during the pandemic when lockdowns kept shoppers away from in-person grocery shopping — was struggling even then. A source told the paper that one of its previous CEOs, Sloan Eddleston, left amid concerns that Getir did not have the means to properly invest in the grocer. Hatice Evren, who oversaw FreshDirect's US operations but has since resigned, said her time at the company was like a "rollercoaster" ride.
