Edible Garden’s recently acquired line of Pulp sustainable gourmet sauces and chili-based products will soon be available at upscale New York City grocery chain Morton Williams Supermarket.
In a Sept. 14 press release, the Belvidere-based hydroponic farming company announced an expansion of its distribution with the supermarket – which is a member of Iselin-headquartered co-cop Allegiance Retail Services LLC – to sell Pulp in its 16 stores across Manhattan.
After purchasing Pulp in November 2022 for an undisclosed sum, Edible Garden announced a retail partnership four months later that brought Pulp to the shelves of Whole Foods Market stores in the Mid-Atlantic and Southeast.
Founded in 2015, the company’s locally grown lettuce, organic herbs, hydro basil, salad kits and protein powders can be found at more than 4,000 stores, including ShopRite, Gristedes, D’Agostino, Weis Markets, Meijer, King Kullen and Morton Williams.
In commenting on its expanded relationship with Morton Williams, Edible Garden Chief Executive Officer Jim Kras said the chain is “the ideal retail partner” to work with on Pulp’s “first foray into the sizable and trend-setting New York City market.”
“The customers they serve have a strong affinity for tasty, sustainable and organic fermented products, as conveyed in the Pulp tagline: ‘Bland to Bold.’ Moreover, we believe this is an opportunity for us to gain first-mover advantage in an entirely new product category,” he stated.
“Our strategy is to rapidly and cost-effectively scale the business by leveraging our established retail relationships and introducing high margin products with longer shelf life. In turn, we believe we will be able to maximize efficiency and minimize our carbon footprint by utilizing existing distribution channels and truck routes,” Kras added.