WEBINAR: Is Your Brand KeHE Ready?

Hosted by Kendra Wills, Innovation Counselor with the Michigan State University Product Center

Speakers: Tim Dornfeld, Director of Category Management and Amanda Davio VanLaar, Sr. Analyst, Brand Development 

Join us for a free webinar designed to help food and beverage businesses better understand how to successfully work with KeHE, one of the nation’s leading natural, organic, and specialty food distributors. Whether you are just exploring wholesale distribution or looking to strengthen your current retail strategy, this session will provide practical, insider-informed guidance to help you evaluate and prepare for this important growth step.

Pre-registration is required in order to receive access to the webinar. Details for joining will be provided through the registration system.

During this session, participants will gain a clear understanding of when partnering with KeHE is the right fit for their business. We will explore key indicators that your company is ready for distribution, including production capacity, packaging and labeling readiness, pricing structure, and overall market traction.

The webinar will also cover best practices for pitching your product to KeHE. Attendees will learn how to effectively communicate their brand story, demonstrate market demand, and present their product in a way that aligns with distributor expectations. Tips will be shared on how to stand out in a competitive marketplace and avoid common mistakes that can delay or derail consideration.

In addition, we will discuss the vendor onboarding process, providing insight into what to expect after a successful introduction. This includes documentation requirements, compliance expectations, logistics considerations, and timelines. Understanding these steps in advance can help businesses plan accordingly and move through the process more efficiently.

Finally, the webinar will highlight strategies for both short-term and long-term success in a distributor relationship. Topics will include managing inventory and demand, supporting retail sell-through, leveraging promotional opportunities, and building a sustainable presence within KeHE’s network. Emphasis will be placed on maintaining strong communication, tracking performance, and continuously adapting your approach as your business grows.

This webinar is ideal for food and beverage entrepreneurs, emerging brands, and established businesses seeking to expand their reach through wholesale distribution. Attendees will walk away with actionable insights to help them make informed decisions and position their products for success.

Contact Kendra Wills at willsk@msu.edu or (616) 994-4574 for questions about this event.