Delivered by Bicycle: Choose It

Middle Fork Roasters coffee at Stockbox Grocery

You’ve been there and so have I. Standing in a grocery aisle, trying to make a decision. Which coffee to buy? Which bread? What produce?

Having just started my own business, I have to be cost conscious. But I’m also not willing to compromise on my family eating healthy. And, like a growing number of people, I view our purchasing power as a way to make a difference. Our family supports companies that share our values; in particular, a vibrant, healthy and sustainable city. 

The thing is, figuring out which companies share your values can be a real challenge. I know my eyes have glazed over trying to discern the difference between various labels: organic, fair-trade, natural, shade grown, eco-certified to name just a few.

Some of this stuff is pretty complicated. For instance, a lot of us prefer organic. But maybe not so much if it came from an industrialized farm halfway across the world.

Personally, I’m with author Michael Pollan in supporting local produce and products. As he put it: “To buy local is an act of conservation — of the land, of agriculture and of the local economy, all of which are threatened by the globalization of food. Anyone who prizes agricultural landscapes, and worries about sprawl destroying them, should buy local whenever possible.”

In my view, Freewheel is a key link in the sustainability chain. As I see it: To buy products delivered by a bicycle is an act of sustainability – of less climate pollution, less traffic and congestion, of safer streets and innovation that points toward a better, more livable urban environment.

That’s why starting today, Freewheel is labeling the products we deliver. Nothing complicated here: the product either was or wasn’t delivered by a bicycle. So this is one label you can believe in and trust. As such, we hope consumers really like it and our business partners see a nice value-add for our service.

UPDATE 5/14: We're getting really positive feedback on the new label. It's the most retweeted post we've done.  Here's an email I received from Samantha Chadwick, one of our followers:

"I love the 'delivered by a bicycle' label! It really stands out and I think will make people notice the product, and think about the possibility of doing things differently -- like Freewheel. Buying that product -- you'll know you're doing a small part to protect the environment, but it's also fun to think about folks getting out on their bicycles!"

So what do you think?

Dan Kohler, co-founder & ceo

p.s. - Join our email list, and we'll keep you posted on the products we deliver.

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