US · Distribution · Supplier Guide
Quick answer
To become a KeHE supplier, submit through KeHE's supplier channels (kehe.com/suppliers, the CONNECT Direct inquiry, or RangeMe, which KeHE buyers use for discovery) — with your supply chain, certifications and EDI readiness in order first, since KeHE processes orders electronically. KeHE favors organic, non-GMO, ethically sourced products with clear wellness benefits, runs a rigorous onboarding (product evaluation, financial assessment, compliance), and notably offers new and small suppliers (under $500k, first year) a 2% flat-rate program. As Sprouts' primary distributor, KeHE is the natural channel's second pillar alongside UNFI.
KeHE is the second engine of US natural and specialty distribution — a B Corp-certified, employee-owned distributor serving 30,000+ stores, and the primary supply partner of Sprouts. The strategic logic mirrors UNFI: retailers in the natural channel buy through distributors, so KeHE is infrastructure you'll likely need — and its posture toward emerging brands is notably friendly, from RangeMe discovery to a flat-rate program built for first-year suppliers. Same rule as UNFI though: retail demand pulls you in; the inquiry form alone doesn't.
KeHE takes new products through its supplier channels and the CONNECT Direct inquiry — and its buyers use RangeMe for discovery. Before submitting: supply chain, inventory management, certifications and EDI readiness in order, because that's how KeHE processes orders.
As with UNFI, a retailer commitment (Sprouts, a regional natural chain, an independent group) converts you from cold submission to service necessity. Win the shelf first — see the Sprouts guide — and bring KeHE the demand; the distribution follows the retail, never the reverse.
Once in, KeHE's category management team drives new-item launches — expect to co-build a launch plan with promotional support behind it. The 2% flat-rate program for new suppliers (under $500k, first year at KeHE, subject to supplier-manager approval) meaningfully softens the early economics.
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Months — see retailer guidesSystems, certifications and documentation in order before submitting.
1–2 monthsKeHE supplier channels, CONNECT Direct inquiry, and discovery presence.
Weeks 0–4Product evaluation, financial assessment, compliance checks; program decisions (flat-rate if eligible).
1–3 monthsCategory management launch plan with promotional support committed.
1–2 monthsDeductions, promotions and program ROI — active weekly management, as with any distributor.
OngoingThe flat-rate program is a genuine early-stage subsidy — but the full distributor waterfall (margin, programs, deductions, free-fill) still applies at scale. Model shelf-price-backwards before signing anything.
Submit through KeHE's supplier channels (kehe.com, CONNECT Direct) or RangeMe — with EDI, certifications and supply chain ready — and ideally with retailer demand pulling you in. Onboarding includes product evaluation, financial assessment and compliance checks.
Organic, non-GMO, ethically sourced products with clear health and wellness benefits, FDA-compliant and meeting KeHE's quality standards.
KeHE offers new and small suppliers (under $500k, within their first KeHE year) a 2% flat-rate program, pending supplier-manager approval — a meaningful early-economics subsidy.
Follow your retailers: KeHE is Sprouts' primary distributor, UNFI is Whole Foods' — many brands eventually run both.
Typically 2–4 months once engaged — faster with retailer authorization pulling the setup.
Sources: KeHE — Submit Your Products, Foodbevy — KeHE guide. Processes change — always confirm details on KeHE's official channels.
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