KeHE debuts KeHE elevate program to support and break down retail barriers for emerging brands

According to the Harvard Business School, 95% of new products fail each year.

“The struggles that emerging brands face within the retail landscape are tough. KeHE is uniquely positioned to help suppliers via elevate, which is designed to alleviate those barriers by providing a broad range of growth and profitability support from our Merchandising and Sales teams," ​Katie Paul, vice president of category management and growth solutions at KeHE, said.

KeHE elevate provides brands with a platform for growth to reach more shelves nationwide. KeHE's category management team will act as advisors, educate brands on the evolving landscape, and propel sales & points of distribution through the program.

“The program is not only built to fulfill consumers' desire for innovation but will also enable developing brands to reach their full potential and better serve the demanding marketplace,”​ said KeHE.

KeHE elevate will support its retail partners by searching for early-stage brands to add to the specialty, natural, and organic food distributor’s portfolio.

"We look for brands that are purpose-driven, have high-quality ingredients, are innovative in their category, represent a future trend, have a unique taste profile, and will appeal to consumers at the shelf,"​ said Rachelle Radcliffe, director of brand development at KeHE.

KeHE category management is now actively searching for program candidates. The network of brands is designed to be small and intimate, not exceeding 200. Suppliers can submit their products via RangeMe.​​