Health and organic wholesaler Tree of Life strikes a deal with Ocado

Tree of Life, the natural health and organic wholesaler has launched its own health food store on in a move that sees the company position itself as a consumer facing brand for the first time.

Tree of Life initially joined forces with the online grocer earlier this year to supply more than 200 product lines and this latest move sees it underpin Ocado’s specialist health food, personal care and super foods range – all supplied by Tree Of Life – into one easy-to-navigate place. Tree of Life’s own range of nuts, seeds, dried fruit, pulses, cereals and grains and gluten-free, organic pasta and pasta sauces will also sell through the Ocado store.

“We have worked with Ocado since June to build its offering in the health food and personal care categories,” said Tree of Life’s commercial director, Mike Kilcourse.  “The launch of a dedicate Tree of Life shop is a natural progression and fits with the retailer’s strategy to have branded specialist areas, making the site easy to navigate and shop and offering its consumers the maximum choice.” The Tree of Life shop, launched last week (Oct 30) stocks more than 200 products, including organic and Fairtrade foods, fruit juices and healthy snacks, gluten and dairy free products and store cupboard essentials. 

The tie-up with Ocado comes at the same time as the wholesaler strengthens its commercial team with two new appointments.
John Dunne joins in a newly created role as commercial manager, responsible for the company’s growing business within the multiple retailer sector including recently secured contracts with Asda, Ocado and Tesco’s The Nutri Centre. He is now responsible for managing and developing the new relationships, as well as looking to foster more supply partnerships.

Dunne joins Tree of Life from The Cooperative Group, where he was category buying manager, grocery non-edible. Prior to that, he worked for Sainsbury’s in the customer marketing and buying teams.

Joining Dunne is Kirsten Sowerby. As marketing manager she will be responsible for managing and developing the Tree of Life brand of organic and non-organic health foods, which is currently stocked by independent health shops and online retailers, such as Ocado. She will also focus on Tree of Life’s exclusive brand partnerships, working with brands such as US soft drink Zevia, coconut oil brand Lucy Bee, Slendier and The Food Doctor, to provide category management and trade and consumer marketing support, in addition to delivering special projects.

Previously Sowerby worked for Müller, Alliance Boots, The Body Shop and Gillette in brand, category management and trade marketing roles.

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