Ahold Delhaize taps Bass to lead FreshDirect

ZAANDAM, the Netherlands — Ahold Delhaize has appointed Dave Bass to be managing director of its FreshDirect unit, effective September 20. He succeeds Farhan Siddiqi, chief digital officer of Ahold Delhaize, who has served as interim CEO since May. 

Dave Bass

“I would like to congratulate Dave on his appointment to lead FreshDirect,” Ahold Delhaize CEO Frans Muller said. “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” “He is a great choice to continue to drive FreshDirect’s growth as a key pillar of Ahold Delhaize’s omnichannel strategy.”

Bass joined Ahold Delhaize’s Peapod Digital Labs division in January. Before that he spent almost three and a half years with the company’s Retail Business Services unit, where he served most recently as senior vice president for merchandising, marketing and sourcing services.

“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,” Bass said. “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.”