ANAHEIM, Calif. (March 2, 2017) — Compassion and competition will be in focus for KeHE Distributors, LLC at Natural Products Expo West 2017, as two celebrity chefs bring their culinary talents to the table to launch KeHE’s new CAREtradeTM initiative, Friday, March 10, in booth #2663.

Through CAREtrade, KeHE is working shoulder-to-shoulder with brands that advance a higher purpose. The inaugural partners are Divine Chocolate, Growers Alliance Coffee, Kuli Kuli, Sunshine Nut Company and Women’s Bean Project.

“Our CAREtrade partners operate using a unique business approach that combines commercial success with making the world a better place,” said Brandon Barnholt, President and CEO, KeHE. “We are excited to have two culinary masters kick off the program with a spirited competition.”

Chef Claudia Sandoval, winner of MasterChef season 6, and Chef Jeff Rossman, executive chef and owner of Terra American Bistro, are known for their distinct culinary styles. Ms. Sandoval’s cooking is strongly influenced by her Mexican roots. Mr. Rossman’s dishes are inspired by the farm-to-table experience.

The chefs’ creativity will be put to the test for the showdown, using ingredients ranging from chocolate, coffee and cashews to moringa leaves and beans sourced from CAREtrade partners. Expert judges, including representatives from B Lab, FairTrade USA, INFRA, New Hope Network and New Seasons Market, will choose the winning dish.

The festivities begin in booth #2663 at 1:30 p.m. Friday, March 10, with a meet-and-greet with the chefs and CAREtrade partners. The Celebrity Chef Showdown follows at 2:15 p.m.

KeHE’s newly minted 20’ x 50’ booth will feature new “Goodness FollowsTM” branding, showcasing its commitment to responsible business, along with dedicated displays for B Corp and CAREtrade products. Chef sampling featuring Cadia® and MADE∙WITHTM products will also be held throughout the show.

Natural Products Expo West, the world’s largest natural and organic products tradeshow with more than 70,000 expected attendees, will take place at the Anaheim Convention Center in Anaheim, Calif. March 10-12, 2017.