Joe Fedele
Encyclopedia
Entrepreneur Joe Fedele is the founder and was CEO of New York
-based online grocer
FreshDirect
. Creating new processes of the retail business model (Slogan: Disinter mediation of the Supply Chain), other processes such as JIT (just in time inventory stocking) and "made to order" rather than "made to stock" production. The processes created sustainable competitive and differential advantages over competitors.
Fedele was the founder, single largest shareholder and president of the uptown branch of Fairway
from 1993–1998, as evidenced by the news articles and the purchase of Fedele's ownership interest in 1998 by the other Fairway partners. When FreshDirect was introduced to the West side of Manhattan the Fairway representatives claimed that Fedele was not a Founder of the Fairway on 132nd St.. Joe Fedele was the recipient of the NASDAQ's Enterprenuer of the Year Awards' in the Northeast in 1996 for Fairway and 2003 for FreshDirect.
In response to Fedele's claims, Fairway began hanging signs in its aisles attacking Fedele's credibility and the quality of FreshDirect's produce. Chris Smith of New York Magazine wrote (May 17, 2004):
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
-based online grocer
Online grocer
Online Grocer refers to a grocery store that allows private individuals and businesses to purchase groceries and grocery products online. There is usually a delivery charge for this service...
FreshDirect
FreshDirect
right|thumb|Fresh Direct logo FreshDirect is an online grocer that delivers to residences and offices in the New York City metropolitan area. FreshDirect also offers next-day delivery to most of Manhattan and parts of Brooklyn, Queens, The Bronx, Staten Island, Nassau County, Westchester County, ...
. Creating new processes of the retail business model (Slogan: Disinter mediation of the Supply Chain), other processes such as JIT (just in time inventory stocking) and "made to order" rather than "made to stock" production. The processes created sustainable competitive and differential advantages over competitors.
Fedele was the founder, single largest shareholder and president of the uptown branch of Fairway
Fairway Market
Fairway Market is a grocery chain. It is one of the United States' highest grossing food retailers per square foot with 14 million customers per year. It was founded in the early 1930s. The stores are known for vast selections of fresh products and every day groceries at a good value. The Fairway...
from 1993–1998, as evidenced by the news articles and the purchase of Fedele's ownership interest in 1998 by the other Fairway partners. When FreshDirect was introduced to the West side of Manhattan the Fairway representatives claimed that Fedele was not a Founder of the Fairway on 132nd St.. Joe Fedele was the recipient of the NASDAQ's Enterprenuer of the Year Awards' in the Northeast in 1996 for Fairway and 2003 for FreshDirect.
Controversy
Since leaving Fairway to start FreshDirect in 1998, Fedele has been embroiled in a series of disputes with Fairway owners. Fairway's management accuses Fedele of over-representing his role in the creation of Fairway's Harlem branch. Fedele says that his description of himself as the branch's "co-founder" is an understatement. Fedele also states that "Fairway was a single store doing their business in the traditional retail manner (purchasing their products through the traditional supply chains) for 18 years. When they met me they stumbled on this epiphany of curtailing the supply chain and creating a sustainable competitive and differential product advantage. Let's be serious".In response to Fedele's claims, Fairway began hanging signs in its aisles attacking Fedele's credibility and the quality of FreshDirect's produce. Chris Smith of New York Magazine wrote (May 17, 2004):
The FreshDirect posters blaring that the company was BROUGHT TO YOU BY A CO-FOUNDER OF FAIRWAY UPTOWN and featuring a photo of Fedele made [Fairway owner Howie] Glickberg furious. He posted signs inside the 74th Street store reading FAIRWAY IS IN NO WAY AFFILIATED WITH FRESHDIRECT. FreshDirect jabbed back by sending staffers dressed as giant fruits and vegetables to pass out fliers in front of Fairway. Then the FreshDirect Website added a lengthy description of Fedele's role in the uptown Fairway, headlined: HEY FAIRWAY, WHAT ARE YOU AFRAID OF? Fairway threatened to sue.