Episode 553: Scaling fulfillment strategies for modern health brands
Keith Frymark, Senior Vice President of Supply Chain and Quality at Seed Health, joins The New Warehouse Podcast to discuss the company’s logistics strategies and operational growth. Seed Health is a microbiome-centric company best known for its innovative gut health products. In this episode, Keith shares insights into Seed’s evolution, the importance of brand-driven supply chain decisions, and how leveraging third-party logistics (3PL) partners has helped it scale efficiently.
Building a Supply Chain for Growth
Frymark credits his extensive background in global logistics and operations to transform Seed Health’s supply chain. With experience ranging from international distribution to procurement and compliance, he emphasized the need for adaptability in the face of rapid growth. Reflecting on the initial challenges, Keith shared, “We knew this explosive growth was happening, and we had to set up the right infrastructure to make those opportunities a reality.”
One of the first steps was conducting an extensive RFP process to select the right 3PL partner. The team evaluated 17 providers, considering pricing, technology, and sustainability efforts. “We evaluated suppliers, changed suppliers, and shortened lead times from six months to 45 days,” Keith explained. These optimizations saved tens of millions of dollars, allowing Seed to expand its footprint while maintaining operational efficiency.
Scaling Fulfillment by Leveraging 3PL Partnerships
Seed Health decided early on to outsource fulfillment to third-party logistics providers, prioritizing scaling fulfillment and cost savings. Due to its specialized product formulations and quality standards, Seed required a complex distribution model despite having only a few SKUs.
“I did not have an appetite to manage and build an infrastructure of our own warehouse,” Keith noted. Instead, the team focused on finding partners capable of handling retail and e-commerce channels, including Amazon and Target. “We knew by the time we had to pull the trigger, our 3PL partner could support D2C, Amazon, and retail seamlessly,” he added.
This partnership has enabled Seed to reduce fulfillment complexity and focus on brand growth. Keith emphasized the need for reliability in a 3PL relationship: “If there’s a problem, am I talking to the company owner or just an account executive? It’s about having the right people and processes in place.”
Balancing Automation with the Human Touch
While automation is becoming more prevalent in warehousing, Seed Health has prioritized a balance between technology and human interaction. “We evaluated warehouses with impressive robotics, but at the end of the day, it’s about the brand experience,” Keith said. For Seed, personalized packaging and high-touch kitting processes are essential.
Seed continuously evaluates automation to optimize operations, but Keith highlighted the importance of human oversight. “The first interaction a customer has with Seed is highly curated. Robots can’t always replicate that level of detail,” he noted. This strategy has allowed Seed to maintain quality and build stronger customer relationships, even as it scales operations.
Key Takeaways
- Evaluate suppliers thoroughly to identify partners capable of scaling with your business and meeting brand expectations.
- Use a detailed RFP process to align potential 3PL partners with your operational and cultural goals.
- Balance automation with human oversight to preserve quality and enhance the customer experience.
- Focus on long-term scalability by planning for future retail and e-commerce growth during initial supply chain setup.
- Analyze data and performance metrics continuously to optimize costs and fulfillment timelines.
