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Good Eggs expands farm-to-fridge delivery

Foodies in Manhattan have one more thing to brag about, at least if they live downtown. Good Eggs, an online "farm-to-fridge" grocer, said Wednesday it has expanded operations into parts of Manhattan.

The San Francisco-based company allows shoppers the ability to order select items for delivery they might usually only find at farmer's markets or local small businesses.

"We officially opened up Manhattan delivery in a handful of downtown neighborhoods this Monday," company spokeswoman Erin Zimmer said in an email. "We're now delivering to Soho, West Village, Gramercy, Union Square, Flatiron, parts of Tribeca and Chelsea. This area covers: 10003, 10010, 10011, 10012, 10013 and 10014 (ZIP codes). We plan to expand to more of Manhattan in the coming months."

Good Eggs already operates in Brooklyn, San Francisco, and parts of Los Angeles and New Orleans. Combined, the company uses more than 1,000 local farmers and foodmakers.

"When we first explored the launch in NYC, we had an overwhelming number of requests from the Brooklyn community, but we've always had our eyes on Manhattan," Zimmer said. "We waited until we were ready operationally for the expansion, which involved moving our foodhub into a bigger space."

Goldman Sachs earlier this week issued a report on companies best positioned to market to Millennials as they grow up and start families. GoodEggs, Relay Foods, Door-to-Door organics and Greenling were tapped as pure-play online grocers in good position, "but these more regional players also must contend with expansion by AmazonFresh and PeaPod, as well as logistics providers and traditional brick and mortar retailers, Instacart and GoogleExpress," according to the Goldman Sachs "Millennial Moms" retail report.

Good Eggs investors include venture capitalists Sequoia Capital, the Collaborative Fund and Index Ventures.

Shoppers can sort by preferences such as items that are locally grown, vegetarian, vegan, organic, wheat-free, gluten-free, dairy-free, heritage breed, kosher, or even made with pastured eggs. Delivery, available seven days a week, is free on orders over $75.

But this is not an immediate gratification site. Deliveries must be scheduled at least two days in advance.

The site features fruits and vegetables from New York farmers market regulars such as Prospect Hill Orchards and Ronnybrook Farm & Dairy, as well as citrus from Rick's Seasonal Produce in California. Prepared food options from popular local shops and restaurants include a frozen wood-fired Margherita pizza from Roberta's Pizza, ($11.99;) meatballs in marinara from Brucie, ($24.99;) and Matzoh Ball Soup from Peck's, ($9.25.) Breads and desserts come from the likes of Runner and Stone, Orwasher's, Four & Twenty Blackbirds and Hot Bread Kitchen.

Most of the same items have been available for delivery nearby in Brooklyn, where it has been operating since 2013. Brooklyn customers Wednesday were invited to introduce their Manhattan friends to the market with freebies: "Send delicious treats -- like these black & white cookies -- to your NYC friends & fam on us. Look for the 'Gift it -- free!' button on all products under $10."

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