Empowering Women-Owned Brands: How KeHE is Committed to Making Space on Grocery Shelves
Women own more than 12 million businesses and employ over 10.7 million workers, playing a crucial role in driving economic growth and creating jobs. Yet, despite their significant contributions across industries, women entrepreneurs continue to face systematic challenges, one being the lack of access to funding. Only 45% of women-owned businesses receive full approval for the loans they request, compared to 55% of men-owned businesses, highlighting the clear barriers that stand in their way.
To that point, recent data indicates that 31% of the general population prioritizes purchasing from women-owned brands, while 40% of women actively seek out and support these businesses, emphasizing the importance of women-owned businesses having a strong presence on grocery shelves.
One standout example is Marieke Gouda, a female-owned cheese business in Wisconsin and a cheese industry powerhouse that has brought traditional Dutch cheese making into U.S. markets. In 2024, the owner and founder, Marieke Penterman, became the fourth woman to receive the prestigious Wisconsin Master Cheesemaker certification — an honor that recognizes a decade or more of commitment to perfecting a single style of cheese. This certification not only highlights her dedication to the cheese industry but also underscores her impact on innovation within the food industry overall.
By partnering with brands like Marieke Gouda, KeHE is fostering a more inclusive food landscape and ensuring that diverse voices are given the place they deserve to shape the future of the grocery industry. KeHE’s DIVERSE Trade® program is designed to do just that, identifying and supporting women, minorities, the disabled, veterans, and LGBTQ+ certified suppliers by helping them navigate distribution and eliminate barriers to growth. We sat down with Jennifer Onoja, Director of Supplier Management, to explore KeHE’s commitment to supporting women-owned businesses and how it continues to create opportunities for their growth and long-term success.
Q: From your perspective, why is it important for distributors to support women-owned brands?
A: Women-owned businesses face significant challenges securing the funding necessary for growth, and these brands are essential to enhancing market appeal through driving diversity, innovation, and empowering representation. For these reasons, distributors play a vital role in supporting women-owned brands.
Recognizing this, KeHE supports small women-owned businesses with minority-owned business enterprise (MBE) and/or woman-owned business enterprise (WBE) certifications. Our DIVERSE Trade program provides accepted brands with valuable benefits, including advertising discounts, tailored education for our sales teams, and a wealth of additional resources to bolster their success. We continue to find ways to seek more meaningful impacts and equitable opportunities for women-owned brands.
Q: What advice would you give to other women-owned brands that are looking to be successful in the food and beverage industry?
A: Focus on your growth strategy and what sets you apart from the competition. Be open to identifying the distributors and retailers best suited for your market introduction and consider how that relates to your cost of doing business. Additionally, prioritize networking and seek mentorship from experienced professionals in the industry.
Q: How can retailers and consumers better support women-owned brands?
A: Retailers can elevate diverse brands by increasing visibility and creating opportunities through diversity programs, impactful advertising, promotions, and financial support. Consumers can play their part by seeking out certified brands, sharing awareness with friends and family on platforms like social media, and conducting thoughtful research to make informed purchasing decisions.
We also sat down with Marieke of Marieke Gouda to discuss her partnership with KeHE and how the collaboration has supported their growth and continued success.
Q: How has your partnership with KeHE helped Marieke Gouda grow over the years?
A: Our partnership with KeHE has been a true catalyst for growth at Marieke Gouda. KeHE’s dedication to supporting artisan producers has allowed us to reach new markets and connect with retailers who are passionate about quality, craftsmanship, and story-driven products. Their distribution network and insightful category expertise have allowed us to expand our reach far beyond what we could have achieved on our own. We’re incredibly grateful for the continued collaboration and excited for what the future holds.
Q: What advice would you give to women-owned food and beverage brands seeking to run a thriving business, such as Marieke Gouda?
A: My approach to business is rooted in persistence, passion, and precision. We don’t cut corners, never settle, and never give up. There is ALWAYS a solution, and we do what it takes to find the best one, which has been a key driver of our success. I also ensure that my company is as much about people and cows as it is about Gouda. A great team and a strong company culture are the most crucial ingredients to an excellent product.
I am constantly learning and want to be a good leader. For me, it isn’t about having all the answers but more about being willing to do better, learn, and have a vision. This means having the right people in the right positions to bring our vision to life and make it a reality. Creating an environment where the team can thrive, have fun, and have the space to contribute and be inspired is essential. Only then will you get the best out of each other.
Q: What legacy do you hope to leave for the next generation of women in the food industry?
A: Traditionally, the most significant barriers for women in dairy have been access to resources, the physical demands of the job, and industry bias. Women weren’t always encouraged to pursue leadership roles in agriculture and dairy; even when they did, they often had to work twice as hard to prove themselves. Women have overcome these barriers through sheer determination and building support networks.
More women are entering agricultural education programs, stepping into management roles, and starting their own dairy businesses. Social media and industry organizations have been key instruments to help women connect and share knowledge in ways that weren’t possible before. Being a mother, an immigrant, a farmer’s daughter (and a farmer myself), an entrepreneur, and a female cheesemaker has shaped every part of my journey. The dairy and cheese industry has come a long way, and I’m proud to be part of that change. As long as we keep pushing forward, always striving for excellence and encouraging each other, the future will be bright, and we will be unstoppable.
The bottom line is that women-owned businesses belong on grocery store shelves, and KeHE is committed to making that a reality. True equity goes beyond recognizing the gaps between men and women — it’s about taking action, building systems, and creating opportunities that ensure women-owned brands are prioritized and given the space to thrive.
To learn more about KeHE and how it supports brands and suppliers, visit https://www.kehe.com/diversetrade/.