The online grocer already made shopping easy by allowing customers to order iems online with the click of a mouse and have them shipped to their door. But now, Nashville-based Plumgood Food has taken the convenience of shopping for groceries online a step further by offering free delivery. The grocer also now offers Saturday delivery in addition to its weekday service.

Plumgood Food chose to lift the fees and expand its hours of operation as a service to customers at a time when gas prices are soaring, according to a press release.

“These changes are the latest steps in our mission to make life as easy as possible for the people of Nashville,” said Eric Satz, president of Plumgood Food.  “Our customers are so worried about the money they are spending on gas, but also feeling a little guilty about paying for delivery.  The answer was clear: make delivery free and eliminate any reason for them to go to the grocery store.

Plumgood Food delivers groceries, household staples, prepared foods and gift baskets to homes throughout Middle Tennessee. Gourmet meals are prepared by the company's two personal chefs and delivered to shoppers eliminating the need to drive to a store or restaurant.

The company, founded by Satz and his wife Kate in 2004, originally carried organic and natural products exclusively, but expanded its inventory by thousands of items last year in response to customer requests for more mainstream brands.  The company moved to a new 24,000 square-foot facility to accommodate the growth earlier this year.

The grocer's product mix is 50 percent name brand, 50 percent organic and natural, and includes meat, poultry, fish, produce, dairy, breads and frozen foods, as well as household items ranging from cleaning supplies to pet products.  Plumgood Food purchased Purity Dairies’ home-delivery business earlier this year, and now also delivers Purity milk, ice cream and other products to customers’ doors.