As part of KeHE’s commitment to innovation and speed-to-market, the release says, “KeHE elevate will support our retail partners by continually foraging for early-stage brands and curating a dynamic brand portfolio to augment their assortment.” The program, it says, is built to not only fulfill consumer desire for innovation, but will also enable developing brands to reach their full potential. KeHE’s Category Management will act as advisors, educate brands on the evolving landscape, and propel sales & points of distribution through elevate.
Related: KeHE Lists Top 5 2020 Trends KeHE Discusses GMO Awareness KeHE Aims to Help Eradicate Human TraffickingKatie Paul, VP of Category Managements and Growth Solutions, said in the release: “The struggles that emerging brands face within the retail landscape are tough. In fact, 95% of new products fail each year, according to the Harvard Business School. 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.”
With regards to the type of brand KeHE is seeking, Rachelle Radcliffe, Director of Brand Development, noted: “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.”
KeHE Category Management is now actively searching for program candidates. The network of brands is designed to be small, not exceeding 200. Suppliers can visit KeHE's RangeMe website to submit their products.