Unlike other grocery delivery services, Kenosha-based Fresh Midwest doesn’t sell household items like toilet paper or laundry detergent or dry goods like pasta.
The new fresh food and meal delivery service sources whole produce, meats and seafood and a handful of specialty groceries directly from local and national farmers and suppliers, and delivers those items as well as made-to-order snacks, salads and meal kits to customers’ doors.
Behind the concept are twin brothers Patrick and Mike Fitzgerald, who are two of seven second-generation family operators of Chicago-based wholesale produce distributor Midwest Foods. After national grocery delivery service Peapod vacated the Midwest market earlier this year, the two launched a consumer-facing division from Midwest Foods’ existing 71,000-square-foot Kenosha production facility.
“People want fresh fruits and vegetables,” said Patrick Fitzgerald. “For us to be rooted in the business of fresh produce gives us a great structure and foundation.”