Joe Fedele

Entrepreneur Joe Fedele is the founder and CEO of New York-based online grocer FreshDirect. Fedele claims to have been the founder, single largest shareholder and president of the uptown branch of Fairway from 1993-1998, a contention that is highly disputed by Fairway representatives. 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 accurate.

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 flyers 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.

ee also

*FreshDirect
*Fairway Market

External links

* [http://www.metronewyork.com/nymetro/food/industry/n_10421 Smith, Chris (2004). "New York Magazine", May 24, 2004.]