October 13, 2022
![How retailers can broaden vendor diversity on store shelves How retailers can broaden vendor diversity on store shelves](https://eu-images.contentstack.com/v3/assets/blt09e5e63517a16184/bltbf1b7a29809e0baf/64d6a40a41f44a6078c2585c/ee22-vendor-diversity-promo.jpg?width=1280&auto=webp&quality=95&format=jpg&disable=upscale)
Most natural products retailers know that increasing vendor diversity is both socially impactful and a boon for business. So the question isn’t whether or not it’s wise to widen their selection of diverse-owned brands—it’s how to go about it.
The “How to Build Vendor Diversity into Your Retail Store Strategy” session at Natural Products Expo East deftly tackled this topic, with a panel that included a retailer, broker, brand and manufacturer. Collectively, the four panelists underscored the importance of partnering with stakeholders throughout the supply chain to support emerging brands and prime them for retail success.
“We have to work together to make sure that diversity shows up on-shelf like it shows up in our communities,” said moderator Corinne Shindelar, principal at All Natural Strategies and founder of both the Independent Natural Food Retailers Association and National Co+op Grocers.
Rahama Wright, founder and CEO of social impact company Shea Yeleen, said the first step is acknowledging that systemic inequality has persisted for ages and looking squarely at the problems it has caused. Then industry members can work together on developing solutions. In doing so, it’s imperative to include more people in the conversation, which Wright is thrilled to see happening much more now than 10 years ago, when the Expo crowd was almost entirely white.
Buying and marketing strategies
As for how retailers can diversify their assortments, Ibraheem Basir, founder and CEO of natural food brand A Dozen Cousins and founding board member of Project Potluck, offered two specific suggestions. First, make the path to shelf more transparent and accessible by sharing category review dates, necessary forms and key contacts on the store's website.