Amira Nature Foods Ltd, one of the world’s leading providers of specialty Indian rice, has entered into an agreement with KeHE Distributors LLC in order to distribute Amira products throughout the United States; KeHE brings natural, organic, specialty and fresh products to a number of markets in the U.S., including natural food stores, chain grocery stores, independent grocers and other specialty product retailers.
Amira’s brands of specialty rice fall perfectly in that category.
“The addition of KeHE complements our existing distribution strategy in the U.S., which already includes relationships with National Sales Associates, UNFI and Whole Foods in this very important channel,” the Dubai-based rice company’s CEO, Karan A Chanana, said.
The move comes as the market for organic and natural foods is booming in the U.S. According to SPINS insights and analytics, sales of natural and organic products are expected to reach more than $100 billion in the U.S. in coming years. That shift is prompting a growing number of retailers to increase their product selection to meet consumer demand.
“We are excited to begin our partnership with KeHE, as we look to bring healthy and better-for-you products to natural, organic and specialty stores across the U.S.,” Chanana said.
