August 2, 2006, 12:00 AM

FreshDirect takes a fresh look at one-stop shopping

After six months of development, FreshDirect is rolling out a new feature that enables shoppers to select and download a recipe and simultaneously shop online for ingredients. The new feature, One-Click Recipes, currently offers more than 400 recipes.

Mark Brohan

Research Director

Online grocer FreshDirect is getting serious about one-stop shopping.

After six months of development FreshDirect is rolling out a new feature on its e-commerce site that enables shoppers to select and download a recipe and simultaneously shop online for ingredients.

The new feature, which FreshDirect dubbed One-Click Recipes, currently offers more than 400 recipes compiled by Workman Publishing from 53 cookbooks, including The Silver Palate, The New Basics, The Barbecue Bible, French Laundry and Bouchon. One-Click Recipes enables customers to search and sort using criteria such as main ingredient, level of difficulty, theme, number served, cuisine and cooking method. When a cook has selected a recipe, the ingredient list becomes a virtual shopping list. Customers add their needed ingredients to the shopping cart and then complete the transaction.

“One-Click Recipes is another way that FreshDirect provides a unique shopping experience for customers,” contends FreshDirect president Steve Michaelson. “No traditional grocer or market can offer this kind of convenience.”

Once a shopper has selected a recipe, they have the option of printing the recipe or having it e-mailed. “Our goal is to provide our customers with the easiest ways to get a meal on the table through our prepared foods and delivery service, and now through the new One-Click Recipes,” Michaelson adds.

FreshDirect, No. 68 in the Internet Retailer Top 500 Guide to Retail Web Sites , includes most of Manhattan and locations in Queens, Brooklyn and the Bronx, as well as parts of New Jersey, Westchester and Nassau County, as its main market. The company currently has more than 250,000 customers and has fulfilled nearly 5 million orders since opening for business in September 2002.

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