How to Sell to KeHE Distributors: Your Natural Products Success Guide
Selling to KeHE Distributors is your gateway to reaching thousands of natural and specialty food retailers across North America. As the largest distributor of natural and organic products, KeHE connects brands with retailers ranging from small health food stores to major chains like Whole Foods.
Understanding KeHE's Distribution Network
KeHE Distributors serves as the bridge between natural product manufacturers and retailers:
- 30,000+ retail customers across the United States and Canada
- 50+ distribution centers ensuring nationwide coverage
- Natural and organic focus with expertise in health-conscious products
- Category management supporting both emerging and established brands
Key Product Categories for KeHE
Core Natural Product Categories
When pitching to KeHE buyers, focus on these high-growth categories:
- Natural & Organic Foods: Snacks, beverages, and pantry staples
- Dietary Supplements: Vitamins, herbs, and functional foods
- Personal Care: Natural beauty and wellness products
- Household Products: Eco-friendly cleaning and home goods
Emerging Opportunities
- Plant-Based Products: Alternative proteins and dairy substitutes
- Functional Foods: Products with specific health benefits
- Clean Label: Simple ingredients and transparent sourcing
- Sustainable Packaging: Environmentally conscious packaging solutions
KeHE Vendor Requirements
Product Standards
KeHE maintains high standards for natural and organic products:
- Certification requirements: Organic, Non-GMO, and specialty certifications
- Ingredient integrity: Clean, natural ingredient profiles
- Quality assurance: Comprehensive testing and documentation
- Regulatory compliance: FDA and USDA requirement adherence
Business Requirements
- Insurance coverage: Product liability and general liability
- Financial stability: Demonstrated business viability
- Distribution capacity: Ability to service KeHE's network
- Marketing support: Co-op advertising and promotional programs
The KeHE Buyer Pitch Process
1. Category Alignment
Identify the right KeHE buyer for your product category:
- Natural grocery and pantry items
- Health and wellness supplements
- Personal care and beauty products
- Household and pet care items
2. Market Opportunity Presentation
Your pitch to KeHE should demonstrate:
- Natural products market trends and growth
- Consumer demand for your product category
- Competitive landscape analysis
- Retailer velocity and margin expectations
3. Distribution Strategy
Show how your product fits KeHE's distribution model:
- SKU rationalization and packaging efficiency
- Shelf-life and storage requirements
- Pricing strategy for natural channel
- Marketing support for independent retailers
KeHE's Retail Channel Expertise
Independent Natural Retailers
KeHE specializes in serving:
- Health food stores: Community-focused natural product retailers
- Co-ops: Member-owned natural food cooperatives
- Specialty chains: Regional natural and organic retailers
- Pharmacies: Independent pharmacies with wellness focus
Major Chain Retailers
- Whole Foods Market: Premium natural and organic chain
- Sprouts: Farmers market-style natural grocer
- Fresh Thyme: Healthy living focused supermarket
- Independent chains: Regional natural food retailers
Pricing Strategy for KeHE
Natural Channel Pricing
Natural products command premium pricing:
- Value justification: Higher prices supported by quality and sourcing
- Retailer margins: Adequate margins for independent retailers
- Competitive positioning: Pricing relative to conventional alternatives
- Promotional support: Deal structures and marketing allowances
Marketing Support Opportunities
KeHE Marketing Programs
Leverage KeHE's marketing platform:
- Trade shows: Natural Products Expo and regional events
- Retailer education: Training programs for store staff
- Digital marketing: E-commerce and social media support
- Category insights: Market data and trend analysis
Common KeHE Pitch Mistakes
- Conventional mindset: Not understanding natural channel differences
- Insufficient certifications: Missing key organic or specialty credentials
- Generic positioning: Not differentiating from conventional alternatives
- Limited sustainability story: Lacking environmental or social impact narrative
Building Long-Term KeHE Success
Successful KeHE partnerships require:
- Category innovation: Continuous product development and improvement
- Retailer support: Helping independent stores succeed
- Market education: Supporting consumer awareness and trial
- Supply chain reliability: Consistent quality and availability
Professional KeHE Pitch Development
Success with KeHE requires understanding the natural products landscape and independent retailer needs. Our platform specializes in crafting pitches that resonate with KeHE buyers and demonstrate your brand's value in the natural channel.
Ready to partner with KeHE Distributors? Let us help you create a compelling pitch that opens doors to the natural products market.