As a young company, Ella’s Kitchen appreciates every retail placement it gets.
But since Ella’s is a small brand, retailers typically take on just a few of its organic baby food stockkeeping units.
“We’re a small player in a big market,” noted Amanda Thomas, Ella’s vice president of marketing.
To increase visibility, it opted to sell direct-to-consumer. The only problem was that some third-party e-commerce companies would only take on Ella’s top sellers