On March 21st, 2012, a group of activists called South Bronx Unite announced a boycott of online grocer FreshDirect. The company is moving to the South Bronx after outgrowing its location in Queens. Considering a move to New Jersey, FreshDirect were offered $130 million in tax breaks and loans from the city in order to stay in New York. In return for the financial incentives, FreshDirect have said they will create up to 1,000 jobs and start a push toward using eco-friendly vehicles.

South Bronx Unite are protesting the move mainly because of the amount of truck traffic that will be coming through their neighborhood, which already has the highest asthma rates in the city.

FreshDirect does not currently offer it's service to residents of the neighborhood it is moving to. The protesters therefore found it necessary to bring their protest to the Upper West Side in order to bring the boycott to those who use FreshDirect's service.

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