Breaking Moos

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Online grocer Plumgood Food has struck a deal to purchase the delivery business of Purity Dairies. The deal means that, starting April 1, Purity clients can place orders and pay online, and their milk will arrive in a purple cow-spotted truck.

For now, there will be no additional delivery fee or minimum order size for existing Purity customers, and Purity prices will decrease to be more in line with supermarket prices, says Plumgood president Eric Satz.

Plumgood Food was founded in 2004, specializing in the home delivery of locally grown and organic foods. Last year, the company announced plans to triple its offerings to include 7,500 items, including mainstream, national products and brands. Plumgood also offers prepared foods and same-day delivery in some areas.

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