Cut and Dry says it will integrate Instacart’s Carrot Ads technology across its e-commerce and advertising platform for independent foodservice distributors and manufacturers.
Carrot Ads uses Instacart advertising to help platforms build or grow their advertising businesses, according to a news release. The new partnership will provide advertisers in foodservice with direct access to reach buyers while unlocking new revenue opportunities for distributors and operators alike.
“Food manufacturers have long struggled to connect with end buyers and influence purchasing decisions at the point of sale,” said Mani Kulasooriya, co-founder and CEO for Cut and Dry. “Without a platform to share their brand story and product benefits, brands have been limited in their reach. Meanwhile, foodservice distributors have been left out of the rapidly growing digital advertising space. By integrating Instacart’s advertising capabilities with Cut and Dry’s scale and influence in foodservice distribution and digital commerce, we’re creating one of the largest digital advertising opportunities in the industry. This partnership empowers brands to connect directly with buyers and drive unmatched sales growth, all while unlocking new revenue streams for our trusted distributor partners.”
“Our new collaboration with Cut and Dry and their adoption of Carrot Ads will supercharge their advertising efforts, unlocking opportunities for all the players across the foodservice industry,” said Andrew Nodes, vice president and general manager for Instacart Business and Supply Chain. “Our partnership will not only open up new opportunities for our brand partners advertising on Instacart, but also deliver value to stakeholders across the foodservice industry, including operators, distributors and food manufacturers. Operators will get access to detailed product information, recipes and menu ideas to make informed choices. Distributors will have the opportunity to unlock additional revenue through digital advertising opportunities. Food manufacturers will gain reach to operators nationwide, boosting brand visibility and influence in foodservice sales.”
Instacart and Cut and Dry will expand opportunities for brands by opening up access to the multibillion dollar foodservice industry, the release said. Brand partners will be able to reach a broader audience and tap into the expansive foodservice market, influencing purchase choices at critical decision points. The new partnership will help drive growth, boost case sales and enable highly targeted advertising to operators in foodservice, the companies said.
Instacart launched Carrot Ads technology with approximately 70 new partners in 2023, and today, nearly 220 retailer banners use Carrot Ads to power their retail media business and offer ads on their e-commerce site, according to the release. Instacart says Carrot Ads is leveraged by retail partners to reach consumers.
With the Cut and Dry collaboration, Instacart will soon reach operators, distributors and food manufacturers in the foodservice industry, the release said, adding that Instacart Carrot Ads capabilities on Cut and Dry will be available to brands over the next few quarters.
