Ahold Delhaize Announces Appointment of Dave Bass as Managing Director of FreshDirect

Ahold Delhaize announces today that Dave Bass will be appointed Managing Director of FreshDirect, effective Sept. 20, 2021. He succeeds Farhan Siddiqi, Chief Digital Officer of Ahold Delhaize, who has served as interim CEO since May.

“I would like to congratulate Dave on his appointment to lead FreshDirect. He brings a wealth of experience to the brand, having recently led Omnichannel Merchandising Support for the Peapod Digital Labs division of Ahold Delhaize USA”, said Frans Muller, CEO Ahold Delhaize. “He is a great choice to continue to drive FreshDirect’s growth as a key pillar of Ahold Delhaize’s omnichannel strategy.”

Dave Bass, incoming FreshDirect Managing Director said, “FreshDirect is a truly unique brand, working directly with local suppliers, growers and farmers to deliver the freshest and best-tasting products directly to people’s doorsteps. I look forward to working with the team and helping FreshDirect grow its leading customer service and high-quality assortment to customers in the greater New York City area.”