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 ...

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