I’ve often wondered how emerging brands get their start in the specialty foods industry, but perhaps I no longer have to guess. KeHE recently launched its KeHE elevate™ program, which helps start-up brands maximize their growth and potential for success in the marketplace.
“The struggles that emerging brands face within the retail landscape are tough. In fact, 95 percent of new products fail each year, according to the Harvard Business School,” explained Katie Paul, Vice President of Category Management and Growth Solutions. “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.”
The program is part of KeHE’s commitment to innovation and speed-to-market, meaning that its retail partners will continue to feel supported. How, you may ask? With early-stage brands, retailers have a chance to boost their brand assortment and differentiate themselves with upcoming products. It also fulfills consumers’ desires to explore different categories.
“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.
The high-touch program provides brands with a platform for growth, allowing them to flourish and reach more shelves nationwide, a press release noted. KeHE's Category Management will act as advisors and educate brands on the evolving retail landscape.
KeHE Category Management is now actively searching for program candidates.
Innovation is at every turn in the specialty foods marketplace. Deli Market News eagerly awaits what’s to come.