Although there is more opportunity than ever to connect with shoppers, finding a route to market for food brands has only gotten more complicated. With a wide array of retail channels to choose from, brands are left wondering which path is the right one. At the same time, retailers have found themselves competing for brands’ attention with brick and mortar stores, as well as numerous online e-commerce platforms.
Amidst this changing environment, Katie Paul, VP of category management and growth solutions for distributor KeHE, is helping both brands and retailers find new paths to market and new ways of thinking about category management, respectively. At this year’s Natural Products Expo East trade show in Baltimore, Paul sat down with NOSH editor Carol Ortenberg to discuss how KeHE has evolved its internal team and processes to best meet the changing needs of its retail and supplier partners, and also shared her thoughts on popular trends such as CBD and plant-based eating.