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Marketing Daily reports that FreshDirect.com – the pure play e-grocery business based in New York City – has developed a new ratings system for fresh produce designed to make it easier for shoppers doing their ordering online.

According to the story, FreshDirect is introducing a five-star rating system “based on a daily inspection of all produce in stock by a quality assurance team. Rating criteria include taste, color, firmness and ripeness,” with five stars signifying the best and one star for low quality/out of season. The story notes that “results are updated each morning on FreshDirect's Web site to let customers know which fruits and veggies are the best bets for deliveries to be received on the following day.”

Marketing Daily writes that “FreshDirect CMO Steve Druckman describes the ratings system as one of several new improvements being implemented to enhance the online shopping experience and customer service. Others have included more delivery time slots, more sustainable packaging, quicker responses to customer emails and an expanded wine selection.”

KC's View:
This story points to essential changes taking place in the marketplace.

Retailers have to do a better job of providing information about the products they sell – and providing ratings that help shoppers make intelligent, informed decisions.

These same consumers may use the existence of such recommendations as a way to gauge where they will shop…and what stores they will avoid.