Peapod Expands to Madison, Wis.

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Peapod Expands to Madison, Wis.

Internet grocer Peapod, LLC has expanded service to the Madison, Wis., area. Deliveries began April 17 to residents of Madison, Sun Prairie, Middleton and Waunakee can now visit to shop for fresh fruits and vegetables, seafood, meat and dairy in addition to home and office needs, popular national brands and private label items.

“We know that nobody is fresher when it comes to produce and we want to prove it,” noted Andrew Parkinson, president of the Skokie, Ill.-based wholly owned subsidiary of Royal Ahold. “Peapod is offering a special treat for its first time customers in Madison, a free sampling of our best-of-the-season produce!"

Peapod users can compile personal lists, read nutrition information online, sort products quickly by price or nutrition criteria, and take advantage of personalized online coupons. Groceries are chosen in accordance with customer specifications from Peapod, and can be delivered as soon as the next day after the order is placed.

Peapod serves over 300,000 customers annually in 22 U.S. markets, including communities in Illinois, Wisconsin, Indiana, Virginia, Massachusetts, Connecticut and New York. Its acquisition by Royal Ahold, which took place in 2001, has enabled to e-grocer to employ a more integrated bricks-and-clicks business strategy: expanding its partnerships with Ahold USA banners Stop & Shop and Giant-Landover; leveraging the buying power of retail conglomerate to make higher volume, lower-priced purchases; lowering distribution and transportation costs; and improving inventory management to reduce out-of-stocks.