KeHE Rebrands Itself
June 12, 2013
Chicago — KeHE Distributors, LLC has rebranded itself with a new “One Earth” logo featuring three patterns representing the company’s focus on natural, specialty and fresh products, CEO Brandon Barnholt revealed at KeHE’s annual holiday show.
Barnholt says: “The KeHE brand name along with the new One Earth logo effectively capture the scope of sales, marketing, product assortment, and supply chain expertise we bring to every channel of business we serve.”
KeHE will continue to use the Tree of Life name in Canada and on its proprietary family of natural and organic food products sold in natural food stores across the U.S. and the Tree of Life distribution business will now be under the KeHE name. The rebranding marks the three-year anniversary of KeHE's $190 million Tree of Life acquisition.
KeHE will drop the Peter’s Import name from its 6,500 products in niche/specialty markets and the Source! name from its vitamins, minerals, supplements and personal care product lineup. In addition, the company is moving its natural products sales and marketing team to a new division headquarters in Boulder, CO.
“This new branding signals an important step in our continuing quest to be the preferred supply chain partner in natural, specialty and fresh retail products,” Barnholt says. “We are embarking on an exciting new phase in our company's journey to make on-trend easy for our suppliers and retail customers. The past few years have brought a great deal of change to our industry and KeHE has grown and added products and expertise to meet the needs of today's marketplace.”
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