FreshDirect is now serving the entire borough, but many Bronx residents say the online grocer isn't a feasible option.

The company started a pilot program for shoppers with food stamps, but some complain they don't own a computer to take advantage of the services. Others say the prices are simply too high for families on a fixed income.

Many shoppers who rely on food stamps did say that despite the prices, they're at least happy to have another option for groceries.