Managing Editor
KeHE's CARETrade program identifies and promotes brands that advance a higher purpose than commercial success, such as helping agricultural workers in developing countries.
KeHE Distributors LLC has introduced its 2021 class of CAREtrade partners. The program, begun in 2017 by employees, identifies and promotes brands that advance a higher purpose than commercial success. As the company has previously identified, consumers are leaning into purposeful purchases, with Fair Trade certification and claims increasing 5% over the past year. Supported by the program, past CAREtrade suppliers have grown their KeHE sales by 25%.
âWhile the program has enabled these brands to reach more retailers and sales than before, that is only a fraction of their success,â noted Scott Silverman, VP of business development and CAREtrade committee leader. âThe program ultimately enables multiple parts of the food marketplace to work towards a common goal of doing good. Through CAREtrade, we connected brands to other partners to drive their mission of serving their communities and those in need.â