How to Pitch KeHE Without an Anchor Account or Broker

KeHE Distributors is the second-largest natural and specialty food distributor in the US, serving over 30,000 retail locations. For emerging CPG brands, getting into KeHE means instant access to thousands of independent natural grocers, regional chains, and specialty retailers that you could never reach through direct sales alone.

The problem is that most emerging brands think they need an anchor account (a major retailer already committed to carrying their product) or a broker to get KeHE's attention. That is simply not true. KeHE has built programs specifically designed to onboard emerging brands without either of those prerequisites. You just need to know how to navigate the system.

How KeHE's Buyer Process Actually Works

KeHE organizes its buying team by category and by retailer account. There are category buyers who manage product selection across all KeHE retailers, and there are account-specific buyers who manage the assortment for individual retail chains. Understanding who you need to reach is the first step.

For emerging brands without an anchor account, the category buyer is your primary target. These buyers are responsible for identifying new products that fit trends, fill gaps in the current assortment, and have the potential to perform across multiple retail accounts. They are the gatekeepers for KeHE's "warehouse" programs, which means your product sits in KeHE's distribution centers and is available to any retailer that wants to order it.

The account-specific buyers matter later. Once your product is in KeHE's warehouse, individual retail account buyers can add it to their stores through KeHE's ordering system. Getting into the warehouse first, then selling through to individual accounts, is the path most emerging brands follow.

KeHE's pitch windows. Unlike some distributors that review new products on a rolling basis, KeHE operates on a structured cadence. New product reviews happen during specific periods tied to their trade shows, category review cycles, and the New at KeHE program. Missing a window means waiting for the next one, so planning your pitch timing is critical.

What KeHE buyers evaluate. Every KeHE category buyer is looking at the same core criteria when reviewing a new product:

• Category fit and trend alignment (is the product in a growing segment?)
• Retail-ready packaging and pricing (does the product look and feel like it belongs on shelf?)
• Margin structure (can KeHE and the retailer make their standard margins?)
• Velocity data or evidence of demand (DTC sales, farmers market traction, early retail results)
• Brand story and differentiation (why does this product exist and who is the target shopper?)

Notice that "has an anchor account at Whole Foods" is not on that list. It helps, absolutely. But it is not required.

Getting Noticed in the New at KeHE Program

New at KeHE is KeHE's flagship program for emerging and innovative brands. It is essentially a curated launchpad that gives new products visibility across KeHE's retailer network. Brands accepted into the program receive merchandising support, marketing exposure, and access to KeHE's sales team to help drive retail placement.

How to apply. The application process runs through KeHE's online portal. You will submit product information, pricing, certifications, and marketing materials. The review team evaluates applications on a rolling basis, but there are specific intake periods tied to KeHE's seasonal category reviews.

What makes an application stand out. KeHE receives thousands of applications each year. The brands that get noticed share a few common traits:

• Clean, specific sell sheet. Not a 10-page brand deck. A single-page sell sheet with your product photo, key selling points, margin structure, certifications, and distribution readiness. KeHE buyers review hundreds of submissions. Make yours scannable in 30 seconds.
• Proof of velocity. Even without major retail data, you can demonstrate demand. DTC sales numbers, Faire orders, farmers market velocity, Amazon rankings, and crowdfunding results all count. KeHE wants evidence that real consumers are buying your product.
• Clear category positioning. "We are a better-for-you snack" is not positioning. "We are the only cassava flour tortilla chip with 6g of protein per serving, targeting the keto and paleo shopper in the salty snack aisle" is positioning. Be specific about where you fit and what you displace.
• Retail-ready pricing. Your pricing needs to work within KeHE's standard margin structure. KeHE typically takes a 20% to 28% margin, and the retailer takes another 35% to 45%. Work backward from your target retail price to ensure everyone in the chain makes money.

Building a Case Without a Major Retailer Anchor

This is where most emerging brands get stuck. They believe the conventional wisdom that distributors only want brands with proven retail accounts. That was true 15 years ago. It is less true today, especially at KeHE.

Here is how to build a compelling case without Whole Foods, Sprouts, or Target on your resume.

Lead with velocity data from any channel. Sell 200 units per month on your Shopify store? That is velocity data. Moving 50 cases per week through 3 independent natural grocers? That is velocity data. Selling 500 units per month on Amazon? Velocity data. KeHE buyers understand that velocity in one channel predicts performance in others. Package your data clearly and present it confidently.

Show your marketing engine. KeHE knows that distribution alone does not drive velocity. They want brands that will actively drive consumers to the shelf. Show your marketing plan: social media following and engagement rates, email list size, influencer partnerships, planned in-store demos, digital coupon programs, and PR plans. A brand with 50,000 engaged Instagram followers and a clear retail marketing plan is more attractive to a distributor than a brand with one retail account and no marketing engine.

Get into independent retailers first. This is the single most effective strategy for brands without an anchor account. Land 10 to 30 independent natural grocers or specialty stores through direct outreach. Track your velocity at those stores for 60 to 90 days. Present that data to KeHE as proof that your product moves on shelf.

Independent retailer velocity data is powerful because it reflects real consumer demand in a retail environment. DTC data is good. In-store data is better. KeHE buyers know the difference.

Leverage certifications strategically. KeHE indexes heavily on certifications. Organic, Non-GMO Project Verified, Certified Gluten-Free, Fair Trade, B Corp, and similar certifications signal quality and differentiation to buyers. If you have them, make sure they are prominently featured in your pitch materials. If you are close to qualifying for a certification, consider completing the process before applying to KeHE.

Reference competitor performance. If a direct competitor is already in KeHE and performing well, reference that in your pitch. "Product X in the cassava chip category is generating $X per store per week through KeHE. Our product offers [specific differentiation] and targets the same shopper profile." Buyers think in terms of category performance, and showing that your category has proven demand through KeHE reduces their perceived risk.

Leveraging KeHE TrendFinder Pitches

KeHE's TrendFinder program is one of the most underutilized tools available to emerging CPG brands. It is a pitch competition format where brands present their products to a panel of KeHE buyers and sometimes retail partners. Winners receive distribution, marketing support, and visibility.

How TrendFinder works. KeHE hosts TrendFinder events at industry trade shows and as standalone virtual events throughout the year. Brands apply to present, and selected brands get a short pitch window (usually 5 to 10 minutes) in front of a buyer panel. The format is similar to Shark Tank but focused specifically on retail distribution.

Preparing for a TrendFinder pitch. Treat this like a retail investor pitch. You have limited time, so every second counts.

• Open with your product and your differentiation. Not your founder story. Not market statistics. The product.
• Show your packaging. Buyers need to see what this looks like on shelf. Hold it up. Make it visible.
• Present 3 to 5 data points that prove demand. Velocity data, growth rate, review scores, social proof.
• Explain your retail marketing plan. What will you do to drive velocity once you are in stores?
• Close with a clear ask. "We are ready for KeHE warehouse distribution in the Pacific Northwest and Southeast regions. We can ship within 30 days of approval."

Maximizing TrendFinder even if you do not win. The pitch event itself creates connections. Exchange contact information with the buyers on the panel. Follow up within 48 hours with a personalized email referencing your conversation. Many brands that did not win TrendFinder still got into KeHE's warehouse through the relationships they built during the event.

The Pitch Materials KeHE Actually Wants to See

Skip the 20-page brand deck. KeHE buyers are reviewing dozens of brands per week. Give them what they need in the format they prefer.

One-page sell sheet (required). Product photo, key selling points (3 to 5 bullets), pricing (wholesale, SRP), case pack information, certifications, and your contact information. This is the single most important document in your pitch.

Line pricing sheet. A clean spreadsheet showing every SKU, case pack size, wholesale price, suggested retail price, and minimum order quantity. Include both KeHE-specific pricing and standard wholesale pricing so buyers can see the margin structure.

Marketing and velocity summary. A one-page document showing your sales velocity (any channel), marketing plan for driving in-store velocity, and social proof (reviews, press, social following). Keep it factual and specific.

Samples. Always send samples when requested. Ship them in retail-ready packaging, not generic boxes. Include your sell sheet inside the sample box. Make it easy for the buyer to share your product with their team.

Timeline and Expectations

Getting into KeHE is not a quick process. Set realistic expectations.

Application to initial response: 4 to 8 weeks. KeHE reviews applications in batches tied to their category review calendar. Be patient, but follow up if you have not heard back after 6 weeks.

Initial buyer conversation to warehouse approval: 4 to 12 weeks. This depends on category timing, buyer workload, and how quickly you provide requested information. Respond to every buyer request within 24 hours.

Warehouse setup to first retailer orders: 2 to 6 weeks. Once you are approved, KeHE needs to set up your products in their system, receive inventory at their distribution centers, and make your products available in their ordering catalog. First retailer orders typically start trickling in within a few weeks of going live.

Total timeline from first pitch to product on shelf: 4 to 8 months for most emerging brands. This is normal. Do not interpret a slow process as a lack of interest. Distribution is complex and KeHE moves deliberately.

Playing the Long Game

KeHE distribution is a milestone, not a finish line. Once you are in the warehouse, the real work begins. You need to actively sell through to retailers, drive velocity with marketing, and maintain your KeHE account with consistent communication and performance.

The brands that thrive with KeHE are the ones that treat it as a partnership. Attend KeHE's trade shows. Participate in their promotional programs. Build relationships with your account manager. Share your marketing calendar so KeHE's sales team can pitch your products effectively to retailers.

You do not need an anchor account. You do not need a broker. You need a great product, proof of demand, a clear marketing plan, and the persistence to navigate the process. KeHE wants to find the next great brand. Make it easy for them to find you.