Jun 6, 2005 12:00 PM, Jon Springer

NEW YORK -- Rick Braddock, named chairman of the board of FreshDirect here last week, told SN he hopes to see the Internet grocer achieve greater scale in its core New York operating area, look into new market expansion, execute better marketing, and raise more money.

In an interview, Braddock said the latter concern -- improving the company's "financial attractiveness" -- will require further investment, raising the possibility that the privately held company will explore an initial public offering.

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