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Following Nature’s Best’s acquisition by KeHE Distributors LLC last August, the Nature's Best distribution center in Flower Mound, Texas, will be rebranded as a KeHE facility. The KeHE logo will also appear on trucks, uniforms and corporate letterhead that operate out of the facility.
"While the decision to replace the Nature's Best logo with KeHE's was driven in part by requirements from the Department of Transportation, rebranding [at the Flower Mound distribution center] aligns with our long term vision and strategy for this region," noted Gene Carter, COO at Naperville, Ill.-based KeHE, adding that the wholesaler "has a very strong reputation and brand recognition east of the Rocky Mountains."
"We believe a unified brand strategy in this region is the best way to communicate to our customers that we are a seamless organization with unmatched product offerings and reach," said KeHE Chief Commercial Office Mike Leone. "By marketing under one powerful brand with a long history of success in this region, we will have even greater marketplace impact and become a much stronger company."
KeHE will maintain the Nature's Best name west of the Rocky Mountains, but place "Powered by KeHE" as a tagline beneath the logo.
"The rebranding process is about more than just the KeHE logo itself," added Leone. "The KeHE brand is a promise to our customers that flows from our values and our culture."
Employee-owned KeHE provides natural and organic, specialty and gourmet, international and multicultural, and fresh products to natural food stores, chain grocery stores, independent grocery stores and other specialty product retailers throughout North America. The company has more than 4,000 employees in the United States and Canada.