retail news in context, analysis with attitude reports that under pressure from critics, pure play food e-tailer will begin serving the New York borough of the Bronx, and also will begin accepting food stamps online.

The company had been criticized for accepting $82 million in government subsidies for moving its headquarters to the South Bronx, but only delivering to nicer neighborhoods there such as Woodlawn and Riverdale.

According to the story, "That Fresh Direct was going to have to start delivering to the Bronx after the deal was made always seemed inevitable. The company's other announcement, that it will take food stamps, was not. It was also impossible until just last week. That's when the USDA approved a test program that will allow the company to serve a sampling of food stamp users in the Bronx—and then hopefully elsewhere."
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