SIAL Paris builds momentum at KeHE Holiday Show
SIAL Paris made a strategic appearance at the KeHE Holiday Show in Chicago on 11 and 12 June, seizing the opportunity to strengthen its relationship with KeHE Distributors and promote its latest buyer engagement initiatives — notably the SIAL Society, a new club dedicated to top buyers across the SIAL Network.
Held annually, the KeHE Holiday Show is an influential B2B event dedicated to food and beverage innovation. It brings together nearly 900 exhibitors and a diverse range of retail buyers who are preparing for the high-demand October–December holiday season. From emerging brands to industry mainstays, the show is a key platform for launching seasonal products, forging new partnerships and staying on the pulse of consumer trends.
Spotlight on Seasonal Innovation and Global Trends
The 2025 edition of the KeHE Holiday Show featured five distinct merchandising zones, each tailored to a specific segment of the seasonal retail market. The Chilled Find area focused on high-performing refrigerated and frozen products, with brands selected for their suitability in festive end-cap displays. The Shipper Showcase offered over 150 floor displays, giving products extra visibility through special promotional stands. For gifting solutions, the Grab & Gift zone highlighted shelf-stable, small-format products perfect for holiday hampers and impulse gifting.
Retailers seeking wellness-focused products explored the Health & Wellness Pavilion, which included 98 brands across categories such as baby care, vitamins, supplements, and holistic nutrition — all reflecting current consumer demand for healthy, functional products. Meanwhile, the Global Inspirations area spotlighted brands from around the world, offering retailers a chance to discover diverse flavours and culturally inspired innovations to enrich their product offering during the holidays.
A strategic presence in North America
SIAL Paris’ presence at the show underlined two major objectives: deepening ties with the KeHE ecosystem of distributors and retailers, and positioning the SIAL Network as a hub for international business and innovation. By engaging with attendees, the SIAL team aimed to generate interest in the upcoming SIAL Paris event, while also presenting its targeted matchmaking programmes — including the recently launched SIAL Society, designed to offer buyers exclusive content, networking, and sourcing opportunities.
For SIAL Paris, this global showcase offered a highly targeted context to promote international connections — particularly in North America. KeHE, as one of the largest and most respected pure-play distributors of natural, organic, and fresh food products in the U.S., is a valued partner for SIAL. Its extensive retailer network and commitment to product innovation make it an ideal conduit for bringing American buyers to SIAL Paris and SIAL Canada.
Shared values in sustainability
KeHE’s mission to “Serve and feed America” is anchored in its passion for high-quality, sustainable, and socially responsible food. With over 6,800 employee-owners and 19 distribution centres across North America, the company continues to set benchmarks for ethical business and operational excellence. As a Certified B Corporation, KeHE upholds rigorous standards of environmental and social performance — a vision that aligns closely with SIAL’s own commitment to responsible and future-focused food ecosystems.
Sustainability was also a visible theme at the KeHE Holiday Show itself. In line with KeHE’s broader mission, the show organisers implemented measures to reduce waste and promote responsible event practices — reinforcing a shared ambition between both organisations to lead the industry toward more sustainable and ethical practices.
By participating in the KeHE Holiday Show, SIAL Paris not only elevated its profile in the U.S. market but also built new momentum for its buyer programmes, ahead of its own flagship events. With the launch of SIAL Society, the show served as a valuable touchpoint to drive transatlantic collaboration and ensure SIAL Paris remains a gateway for global food innovation.
Image credit: Jed Owen – Unsplash
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