Postmates launches on-demand ‘fresh' grocery delivery service

Postmates just made a strategic move in the online delivery war — one that targets Amazon Fresh and Instacart.

On Wednesday, the on-demand app-based delivery provider introduced its Postmates Fresh service — a new online grocery delivery service that curates and delivers high-quality groceries and ingredients. While the company has allowed its users to order items from grocery stores in the past, this is Postmates first official foray into grocery store partnerships, according to The Verge.

Specifically, the on-demand delivery company is partnering with direct-to-consumer grocers who have the highest-quality products, as well as those that source from organic farms. This model enables the company to offer on-demand farm-to-table options, Postmates said in its company blog.

Currently, the service is available in Manhattan, Los Angeles and San Francisco. However, Postmates is eyeing more markets, according to the blog.

The service is “answering a demand for curated, locally-sourced groceries  —  delivered in minutes,” the company said in the blog.

The new service will be featured within a new app design that also launched on Wednesday. The app is available for iOS and Android users.

The service, which makes deliveries within 30 minutes, also gives rivals like Amazon Fresh and Instacart a run for their money. Their delivery times often span between two- and three-hour windows, the Verge said.