Braddock says these could not be duplicated by a competitor , because they use a unique microwaveable format-discovered in france-that keeps ingredients fresh .
The edge for freshdirect , says braddock , is its extensive database where it can gather more information about shopping patterns and behavior than a traditional bricks-and-mortar grocery store can .
Money was tight , but when his son , howard , came home with a stolen salami braddock didn t think twice to return the salami that could be very useful for the family to its oblivious owner .