Unwrapping Success: Your Definitive Guide to the KeHE Holiday Show (Buyer Show)!
Imagine a bustling marketplace, alive with the aroma of gourmet spices, the vibrant colors of fresh produce, and the excited buzz of discovery. Picture retailers from across North America, eyes keen, palates ready, seeking out the very best in natural, organic, specialty, and fresh foods to captivate their customers during the most important selling season of the year. This is the electrifying atmosphere of the KeHE Holiday Show (Buyer Show), the essential event where the future of holiday retail is decided. While KeHE hosts various showcases throughout the year, the Holiday Show stands as a pivotal moment, traditionally featuring both a dynamic in-person experience and an innovative virtual component on the KeHE CONNECT® platform. The recently concluded 2025 KeHE Holiday Show in Chicago, for instance, was a testament to this hybrid approach, drawing nearly 5,000 in-person attendees and showcasing a meticulously curated selection of products destined for holiday success. This isn’t just a trade show; it’s a strategic launchpad, a crucial nexus of trend forecasting, exclusive deals, and unparalleled networking, meticulously crafted to empower both retailers and suppliers for a wildly successful holiday season.
Step onto the vibrant exhibition floor at McCormick Place in Chicago, a hub of culinary creativity and retail foresight. You’ll be immersed in a world of diverse product categories, from groundbreaking healthy snacks and plant-based innovations to ethically sourced pantry staples and gourmet delights perfect for festive entertaining. This isn’t just about seeing products; it’s about experiencing them. Taste, touch, and learn the stories behind the brands that are poised to capture consumer attention. The show offers an unparalleled opportunity to discover “On Trend®” award-winning products, get a first look at emerging brands, and find exclusive show-only deals that can significantly impact your bottom line. It’s where a specialty grocery chain discovers a new line of sustainable artisanal cheeses that perfectly fit their holiday charcuterie board promotions; where an independent natural food store finds an exclusive deal on a trending gluten-free baking mix that will fly off shelves; and where established brands unveil their latest seasonal offerings, strategizing with KeHE buyers to optimize placement and promotions. For any retailer looking to differentiate their offerings, predict consumer demand, and secure the hottest products for the crucial holiday buying season, or any supplier aiming to dramatically expand their market reach and forge critical partnerships, attending the KeHE Holiday Show is not merely an option—it’s an indispensable annual commitment that directly influences sales growth, ignites innovation, and strengthens vital industry relationships.
The retail landscape, particularly for specialty and natural foods, is constantly evolving, driven by changing consumer preferences, technological advancements, and the need for agility in sourcing. The holiday season, in particular, represents a make-or-break period for many businesses, demanding precision in inventory, compelling product assortments, and aggressive promotional strategies. The KeHE Holiday Show is specifically designed to address these very dynamics. It’s where a buyer can identify emerging trends in plant-based alternatives or functional beverages that will define the next wave of holiday shopping; where a supplier can receive direct feedback from retailers on new product concepts, refining their go-to-market strategy; and where the entire ecosystem learns how to adapt to economic shifts and supply chain complexities. The show’s commitment to showcasing comprehensive product assortments, providing industry-leading insights, and facilitating direct buying and selling opportunities makes it an incredibly efficient platform for businesses of all sizes to thrive. If you’re a retailer seeking a competitive edge through unique product offerings, or a supplier aiming to secure significant holiday orders and build long-term partnerships with a leading distributor, attending this event offers a practical, inspiring, and profoundly strategic experience that directly contributes to your success and strengthens the vibrant natural and specialty food community.
Your Holiday Headquarters: Venue, Time, and Cost
The KeHE Holiday Show is a marquee event in the natural, organic, specialty, and fresh food industry calendar. While KeHE orchestrates various shows throughout the year and has embraced hybrid formats, the Holiday Show often features a significant in-person component.
A Look at a Typical KeHE Holiday Show Venue KeHE consistently selects major, accessible convention centers in prominent U.S. cities for its large-scale in-person shows. The 2025 KeHE Holiday Show, for example, was held at:
- McCormick Place, Chicago, Illinois.
McCormick Place is one of the largest convention centers in North America, offering expansive exhibition halls and state-of-the-art facilities that can accommodate hundreds of exhibitors and thousands of attendees. This type of venue provides:
- Vast Exhibition Space: Ample room for hundreds of supplier booths, product showcases, and demonstration areas, allowing for a comprehensive and organized display of diverse product categories.
- Integrated Amenities: Modern facilities for registration, meeting spaces, food and beverage services, and often seamless connections to nearby hotels and transportation.
The selection of such a central and well-equipped venue ensures maximum convenience for attendees from across the country, facilitating efficient navigation and engagement throughout the show.
The Seasonal Spark: Time and Duration The KeHE Holiday Show is an annual event, strategically timed to align with retailers’ crucial holiday buying cycles.
- When It Happens: The show typically takes place in June. For instance, the 2025 KeHE Holiday Show ran from June 4 – 20, 2025, with the in-person component in Chicago around June 11-12. This timing is critical: it allows retailers to finalize their product assortments and place orders for the upcoming holiday season (typically Q4, including Thanksgiving, Christmas, and New Year’s). Suppliers, in turn, can secure these crucial orders well in advance of their production schedules.
- Duration: The in-person component usually spans two to three intensive days, while the virtual portion on the KeHE CONNECT® platform often runs for a longer period (e.g., several weeks) to allow for extended buying opportunities and follow-ups. This hybrid approach maximizes accessibility and engagement.
Investing in Inventory: Cost of Participation Attending the KeHE Holiday Show is a strategic investment for both retailers and suppliers looking to capitalize on the vital holiday buying season.
- For Retailers/Buyers (Attendees): KeHE’s primary audience for this show is their retail partners. For qualified buyers, attendance at the KeHE Holiday Show is generally complimentary, as KeHE aims to facilitate seamless buying opportunities for its customer base. The value comes from access to exclusive deals, new products, and direct engagement with suppliers. Any costs would primarily be associated with travel, accommodation, and personal expenses.
- For Suppliers (Exhibitors): The cost to exhibit at the KeHE Holiday Show varies based on booth size, location, and whether it’s an in-person or virtual booth, as well as the supplier’s relationship with KeHE (e.g., KeHE’s Good, Better, or Best program). Exhibitor fees for a standard booth could range from several thousand dollars, with specific packages available for emerging brands (e.g., KeHE elevate®) or those aligned with specific missions (e.g., CAREtrade®). This investment covers the opportunity to showcase products directly to KeHE buyers and their retail customers, access to the virtual platform, and often promotional opportunities.
The significant investment by KeHE in facilitating these events underscores their commitment to driving success for both their retailer and supplier partners.
The Aisle of Innovation: Key Product Categories
The KeHE Holiday Show is renowned for its diverse and trend-setting product offerings, specializing in the natural, organic, specialty, and fresh categories. Retailers can expect to discover thousands of products across the following key segments, with a strong emphasis on holiday-specific items and emerging trends:
- Natural & Organic Products:
- Pantry Staples: Organic grains, flours, baking mixes, natural sweeteners, and ethically sourced oils.
- Snacks: Healthy chips, crackers, popcorn, fruit snacks, and protein bars with clean ingredients.
- Beverages: Organic juices, sparkling waters, plant-based milks, kombucha, and functional beverages.
- Confectionery: Natural candies, chocolates, and holiday-themed treats with wholesome ingredients.
- Specialty Foods:
- Gourmet & International: Artisanal cheeses, charcuterie, imported goods, unique condiments, sauces, and spices from around the world (often featured in a “Global Inspirations Pavilion”).
- Baking & Desserts: Specialty baking ingredients, gourmet mixes, and ready-to-bake holiday desserts.
- Gifting & Entertaining: Curated food gift sets, gourmet preserves, unique spreads, and items perfect for holiday entertaining.
- Fresh Products:
- Produce: Organic and specialty fresh fruits and vegetables, often with a focus on seasonal availability.
- Dairy & Dairy Alternatives: Organic milk, specialty yogurts, plant-based yogurts, and a wide array of alternative cheeses.
- Bakery: Freshly baked breads, pastries, and holiday-themed baked goods.
- Deli & Prepared Foods: High-quality deli meats, prepared salads, heat-and-eat meals, and grab-and-go options perfect for busy holiday shoppers (often featured in the “KeHE Fresh Marketplace”).
- Frozen Foods:
- Plant-Based Alternatives: Vegan meats, dairy-free ice creams, and plant-based entrées.
- Convenience Meals: Frozen pizzas, bowls, and other quick-meal solutions with natural ingredients.
- Desserts: Frozen treats, specialty ice creams, and unique frozen desserts.
- Health & Wellness Products:
- Functional Foods: Products fortified with probiotics, prebiotics, adaptogens, or other health-promoting ingredients.
- Dietary Specifics: Gluten-free, keto-friendly, paleo, allergen-free, and other specialized dietary options.
- Vitamins & Supplements: Natural vitamins, herbal supplements, and wellness products.
- Non-Food Grocery:
- Sustainable household cleaning products, natural personal care items, and eco-friendly pet products that align with the natural lifestyle.
The show also highlights “On Trend® Award Winners” – products identified by KeHE’s expert team as embodying the hottest emerging trends in the industry, giving retailers a clear roadmap for what will resonate with consumers.
The Retail Ripple Effect: Visitor and Exhibitor Count
The KeHE Holiday Show is designed to facilitate a high volume of quality interactions, bringing together the crucial players in the natural, organic, specialty, and fresh food ecosystem.
- Visitor Count: As a key “buyer show,” the KeHE Holiday Show attracts a substantial and highly targeted audience of retailers and their buying teams. The 2025 KeHE Holiday Show in Chicago drew nearly 5,000 in-person attendees, a significant number for a distributor-specific show. This audience primarily consists of:
- Retail Buyers & Category Managers: From natural food stores, independent grocers, regional and national supermarket chains, and e-commerce platforms.
- Owners & Operators: Of specialty food stores, health food shops, and gourmet markets.
- Merchandising & Marketing Teams: Seeking innovative display ideas and promotional strategies.
- KeHE Sales Representatives: Facilitating connections and order placement for their retail partners. The high concentration of active buyers makes this a highly efficient and productive event for suppliers.
- Exhibitor Count: The show consistently features a robust number of suppliers, eager to showcase their products to KeHE’s extensive retail network. The 2025 KeHE Holiday Show featured approximately 891 exhibitors, a testament to the show’s importance for brand exposure and sales generation. These exhibitors represent:
- Established and emerging brands across natural, organic, specialty, and fresh categories.
- Innovators in food technology, ingredients, and sustainable packaging.
- Companies participating in specialized pavilions like the “KeHE Fresh Marketplace” or “Global Inspirations Pavilion.” The blend of established industry leaders and up-and-coming brands creates a diverse and exciting product discovery environment for buyers.
The Recipe for Success: Perks of Attending
Attending the KeHE Holiday Show offers a concentrated and highly valuable experience for both retailers and suppliers, delivering distinct advantages for capitalizing on the lucrative holiday season:
- Early Access to Holiday Trends & Products: Be among the first to discover the latest natural, organic, and specialty products and emerging trends specifically curated for the holiday buying season. This allows retailers to plan their inventory and promotions well in advance, gaining a competitive edge.
- Exclusive Show-Only Deals: Secure significant discounts, special pricing, and promotional opportunities directly from suppliers, allowing retailers to maximize their margins and offer compelling value to consumers during the holidays.
- Direct Buying & Ordering: For retailers, the show offers a streamlined platform (both in-person and via KeHE CONNECT®) to place orders directly with suppliers, ensuring timely stocking for the holiday rush.
- Curated Assortment: KeHE’s expert merchandising team curates the show, presenting a focused selection of high-quality, on-trend products that resonate with their target consumer base, saving buyers valuable time.
- Networking & Partnership Building: Forge invaluable relationships with KeHE representatives, fellow retailers, and supplier partners. These connections can lead to new business opportunities, shared insights, and collaborative ventures beyond the show.
- Merchandising Strategies: Gain insights and inspiration for effective in-store merchandising, product placement, and promotional campaigns tailored to the holiday shopping experience, helping to drive customer traffic and loyalty.
- Supplier Feedback & Exposure: For suppliers, this is a prime opportunity to showcase products directly to a vast network of qualified retail buyers, receive direct feedback, and secure crucial holiday orders that can significantly impact annual sales.
- KeHE CONNECT® Platform: The hybrid nature of the show (in-person and virtual) extends buying opportunities, allows for pre-show planning, and facilitates post-show follow-ups, making the entire experience more efficient.
- Industry Insights from Leadership: Benefit from keynote addresses and market trend presentations from KeHE leadership and other industry experts, providing a macro-level view of the natural and specialty food landscape.
- “Serving Goodness” Initiatives: Participate in or witness KeHE’s commitment to social responsibility, as the show often includes initiatives like food donations or community support, aligning with the values of many natural and organic brands and consumers.
For any business looking to make a significant impact during the holiday season in the natural, organic, and specialty food space, the KeHE Holiday Show is an indispensable annual event, offering direct access to products, powerful insights, and the connections needed to ensure festive success.
Your Chicago Stay: Nearby Hotels for the KeHE Holiday Show
When the KeHE Holiday Show is held in a major convention city like Chicago, particularly at a venue like McCormick Place, attendees have a wide array of hotel options, ranging from luxury to more budget-friendly choices, all designed to accommodate convention-goers.
- On-Site / Connected Hotels: McCormick Place is unique in that it has several hotels directly connected to the convention center via enclosed skybridges, offering unparalleled convenience. These are often the most sought-after options for attendees:
- Hyatt Regency McCormick Place: Directly attached to the convention center, offering extensive amenities.
- Marriott Marquis Chicago: Also connected, a modern and popular choice for large events.
- Within Walking Distance (Short Walk/Shuttle): There are often other hotels in the immediate vicinity or a very short walk/shuttle ride away that cater to convention traffic. These might include:
- Hilton Garden Inn Chicago Downtown South Loop
- Homewood Suites by Hilton Chicago Downtown South Loop
- Silversmith Hotel – Chicago Downtown: A historic option offering unique charm.
- Downtown Chicago Options (Short Ride-Share/Public Transit): Chicago’s vibrant downtown offers countless hotel options in various neighborhoods (e.g., Loop, River North, Magnificent Mile). These are easily accessible via a short taxi, ride-share, or public transit (CTA Green Line has a stop at McCormick Place) from the convention center. This provides flexibility for attendees who might prefer to explore the city’s attractions or find different price points.
General Booking Advice for the KeHE Holiday Show in Chicago:
- Utilize KeHE’s Official Hotel Block: KeHE, like all major event organizers, will partner with hotels to secure discounted rates for their attendees. It is highly recommended to always book through the official housing links provided on the KeHE Holiday Show website. This ensures you receive the best rates, are part of the official room block, and protects you from unofficial third-party solicitations that often promise lower rates but can be scams.
- Book Well in Advance: Given the popularity of Chicago as a convention city and the significance of the KeHE Holiday Show, hotel rooms, especially in the connected hotels, can sell out very quickly. Early booking is crucial to secure your preferred accommodation.
- Consider Transportation: If you are flying into Chicago (O’Hare International Airport – ORD, or Midway International Airport – MDW), plan your transportation to your hotel. Taxis, ride-shares, and public transit (Blue Line from ORD, Orange Line from MDW, then connecting to Green Line for McCormick Place) are readily available.
By strategically planning your accommodation, you ensure a comfortable and efficient experience at the KeHE Holiday Show, allowing you to fully immerse yourself in the invaluable opportunities for product discovery, strategic buying, and essential networking.
Ready to Stock Up on Success? Plan Your Visit!
The KeHE Holiday Show is more than just a trade event; it’s a critical annual moment that shapes the retail landscape for the most important selling season of the year. It’s where innovation meets opportunity, where crucial buying decisions are made, and where the partnerships vital for a thriving natural and specialty food industry are strengthened. Don’t miss this unparalleled chance to discover the products that will delight consumers and drive your business forward.
To learn more about KeHE Distributors and their upcoming Holiday Show, including specific dates, venues, registration details, and to plan your essential visit, please go to the official KeHE Events website: