FreshDirect hired Majora Carter, the award-winning environmentalist, to help the private company win over community support for its move to the Bronx, causing waves of online anger since its first announcement in February, according to DNAinfo.

Majora Carter is the founder of a green job nonprofit in Hunts Point, and has recently begun a for-profit consulting firm.

Local residents and activists claimed that FreshDirect delivery trucks for FreshDirect would pollute the neighborhood, precisely the kinds of claims Carter has championed in the past. They called for a FreshDirect boycott and filed a lawsuit against the company.