Naperville, IL – March 9, 2021 – KeHE Distributors, the nation’s leading pure play natural & organic, fresh, and specialty food distributor, announced today the launch of their new brand campaign, crazy GOOD™.

Created to align with the company’s growth and goal to bring goodness wherever KeHE goes, crazy GOOD™ represents a new level of good the company aspires to bring to its partners. The announcement comes on the heels of a strong 2020 for the company, in which KeHE evolved to meet its retail partners’ changing needs during the COVID-19 pandemic and expanded its reach into new channels and categories.

“In the last year, KeHE has successfully transformed and scaled its operations by driving digital excellence and innovation,” said Scott Weber, Executive Vice President of Commercial & Merchandising at KeHE. “From adding over 1,200 new brands to our curated portfolio and powering digital product discovery, to accelerating modernization with our supply chain; we are focusing our efforts on enabling the growth of our partners.”

“The crazy GOOD™ brand campaign is crafted with KeHE’s partners in mind, guiding them on a journey to next-level goodness, said Ari Goldsmith, Vice President of Marketing at KeHE. “The new crazy GOOD™ logo evokes a sense of momentum to symbolize KeHE’s Next Generation of Distribution – authentically striving to bring goodness through our technological advancements, forward-thinking insights, and operational solutions.”

Goldsmith added, “the incomplete yellow outer border signifies the boundless good that can come from crazy GOOD™ – our service to the community, outstanding product assortment, our people and so much more. Our new brand identity, and revamped website, better reflect our market-leading position and clearly demonstrates the comprehensive lifecycle of services we bring to the marketplace.”

The crazy GOOD™ moniker will join “Where KeHE Goes, Goodness Follows®” as part of KeHE’s overall brand messaging. In tandem with the crazy GOOD™ campaign, the company debuted its newly designed KeHE website. Built with AA-level accessibility standards, the website is created to better serve the distributor’s customers, including those with disabilities. Visit to learn more.

About KeHE
KeHE Distributors, LLC (KeHE) is the largest, pure-play distributor of natural & organic, specialty, and fresh products to more than 30,000 natural food stores, chain and independent grocery stores, e-commerce retailers, and other specialty product retailers throughout North America. KeHE is an employee-owned, B Corporation, with over 6,000 employees. Where KeHE Goes, Goodness Follows®.  For more about KeHE, visit or check out our social media channels: 
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