Chicago, IL—At its annual Holiday Show, held here June 10–11, KeHE Distributors, LLC of Romeoville, IL, announced it is rebranding and dropping the name Tree of Life in its U.S. operations.

President and CEO Brandon Barnholt stated that nothing in its day-to-day relationships with suppliers and retailers will change. But, KeHE will have one earth logo to underscore its emphasis on natural, specialty and fresh retail products.

The Tree of Life name will remain in Canada and on certain proprietary natural and organic foods sold in the States.

Published in WholeFoods Magazine, August 2013, online 6/25/13