© Khunaspix Dreamstime.
By Alex Lennane
San Francisco-based fresh produce e-tailer reveals its ambition to become the perishable equivalent of Amazon. The difference between it and Ocado, or the supermarkets’ own home delivery products, is the degree of customisation shoppers can exercise – a lot – while the key to its success will be whether it can make home deliveries pay, or whether they ultimately make it pay.