FreshDirect Joins National Salt Reduction Initiative

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FreshDirect Joins National Salt Reduction Initiative

Online grocer FreshDirect has joined the National Salt Reduction Initiative (NSRI), a national program with the goal of lowering sodium levels in Americans’ food products.

“FreshDirect has always been committed to offering fresh, healthier choices,” noted Monica Woo, the company’s chief marketing and strategy officer. “We have long provided up to three times more organic and locally produced food than traditional supermarkets at great prices, and by joining the National Salt Reduction Initiative, we are continuing to empower our customers to live healthier lives.”

The initiative, headed by the New York City Department of Health and Mental Hygiene, Chronic Disease Prevention and Control, aims to cut sodium in foods by 20 percent by 2014.

“This is a problem that goes beyond individual habits, as only about 11 percent of the sodium in the average American’s diet comes from their own saltshakers,” explained FreshDirect corporate nutritionist Maggie Moon. “Delivering healthy food to our customers is a priority, and it’s important for food manufacturers to join us to work toward a healthy future for our country.”

The retailer’s other health-conscious offerings include the Smart & Simple 4-Minute Meal line, which consists of freshly prepared entrees that contain fewer than 500 calories and are lower in fat and sodium.

“FreshDirect customers can still expect a wide variety of high-flavor food,” vows executive chef Michael Stark. “Our team is dedicated to upholding our standards and creating great-tasting food, while reducing sodium intake.”

Other companies that have joined the effort include Hain Celestial, Heinz, Kraft Foods, Mars, LiDestri Foods (Francesco Rinaldi Pasta Sauces), McCain Foods, Unilever and White Rose.

Long Island City, N.Y.-based FreshDirect’s service area includes most of Manhattan and locations in Queens, Brooklyn, Staten Island and the Bronx, as well as parts of New Jersey, Westchester, Greenwich and Nassau counties.