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Thrive Market Partners With KeHE Distributors

E-tailer agrees to use company as primary strategic distribution partner for natural, organic segment through 2023
Photograph courtesy of Thrive Market

With a mission to make high-quality products more easily accessible to consumers, e-commerce platform Thrive Market and KeHE Distributors have entered an agreement in which KeHE will be the e-tailer’s primary strategic distribution partner of natural and organic foods through 2023.

KeHE Distributors' supply chain, category insights and product assortment will help to support Thrive Market’s ongoing initiative to deliver wholesome products at affordable prices, according to a statement.

“We believe this partnership enables us to fulfill our value proposition and will better serve our end consumer,” John Winkels, SVP of supply chain for Los Angeles-based Thrive Market, said in a statement. “After extensive evaluation, it was clear that KeHE’s collaborative approach and focus on execution within the supply chain will allow us to deliver against our mission and vision.”

Thrive Market, a membership-based online marketplace, touts a selection of high-quality natural, organic and non-GMO items, including niche categories such as women-owned companies and carbon-neutral items.

For a $60 annual fee, the platform provides members access to a number of categories, including food, supplements, home, beauty and baby products, at a 30% to 50% discount, as well as free shipping. Plus, for each paid membership, Thrive Market sponsors a free membership for a low-income family in an effort to make high-quality products more accessible and affordable.

KeHE provides products in the natural, organic, specialty and fresh segments to natural food stores, grocery chains, independent stores and other specialty product retailers throughout the U.S.

“Thrive Market’s values align with ours: serving members, giving back and sustainability,” Brad Helmer, SVP of business development and marketing for Naperville, Ill.-based KeHE, said in a statement.

Thrive Market’s platform allows members to shop through more than 70 categories, or “values,” such as gluten-free, moms, vegan, cruelty-free or locally sourced. The company currently ships to all residential and commercial addresses in the contiguous U.S., with plans to expand in the future.

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