SimplyProtein selected for 2025 KeHE CARETrade Program, opens new office in Toronto
SimplyProtein, a producer of plant-powered protein snacks, announced its selection to the KeHE CARETrade class of 2025.
KeHE is the largest distributor of natural, organic and specialty foods in North America. To bridge its business and philanthropic arms, each year KeHe selects a handful of brands that are working to give back to communities. CARETrade selectees are connected to KeHE’s network of retailers and shoppers across the U.S. and Canada, all of which are looking to foster a deeper connection with the products they purchase.
“We are beyond thrilled to become a 2025 KeHE CARETrade partner,” said Michael Lines, CEO and president of SimplyProtein. “The common values we share, and KeHE’s passion for supporting companies that authentically live their mission is truly inspiring. We are looking forward to working shoulder to shoulder with them to serve those in need within our communities.”
SimplyProtein also announced the opening of its new headquarters in Toronto.
Located at 20 Duncan Street in the heart of Toronto’s Entertainment District, the opening of the headquarters came as the result of the company’s need to accommodate its rapid growth, having onboarded 30% more staff over the past year.
“In person-collaboration has been vital to growing our business and forging meaningful connections with our retail partners, customers, and each other,” said Lines. “Our new headquarters provides a variety of working and meeting spaces that continue to foster the collaboration that has become the essence of our culture, while recognizing the different needs that the team and individuals require to feel empowered and keep the creativity flowing.”
that the team and individuals require to feel empowered and keep the creativity flowing.”
Along with the opening of the new office, the company announced that Wellness Natural, the certified makers of SimplyProtein was bringing onboard veteran food and nutrition executive Linda Zink as president and chief commercial officer.
In the newly created position, Zink will leverage her understanding of consumer and market trends to lead product innovation across North America.
Zink joins Wellness Natural from Simply Good Foods USA, most recently serving as chief growth officer.
“Hiring a president and chief commercial officer with extensive U.S. experience strengthens our leadership team and aligns perfectly with our growth aspirations,” said Lines, founder and CEO of Wellness Natural. “Linda brings a wealth of knowledge that will help us unlock new opportunities in the U.S., optimize efficiencies, and enhance our brand portfolio.”
“It’s an honor to join a mission-based company that authentically prioritizes people and culture while delivering delicious, nutritious snacks to families across North America,” said Zink. “I’m excited about the future of Wellness Natural, and SimplyProtein as a key player in the growing nutritional snack category.”
