Cut+Dry, an e-commerce and advertising platform for independent foodservice distributors and manufacturers, is integrating Instacart'sCarrot Ads technology across its platform. The partnership will allow foodservice distributors to reach buyers while unlocking revenue opportunities for distributors and operators, said Mani Kulasooriya, co-founder and CEO of Cut+Dry.

"Food manufacturers have long struggled to connect with end buyers and influence purchasing decisions at the point of sale," Kulasooriya said in a company press release. "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 market-leading advertising capabilities with Cut+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."

Cut+Dry's adoption of Carrot Ads will supercharge advertising efforts, said Andrew Nodes, VP and GM of Instacart Business & 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," he said in the release. "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 unmatched reach to operators nationwide, boosting brand visibility and influence in foodservice sales."

Instacart launched Carrot Ads technology with 70 partners in 2023. Now, nearly 220 retailer banners use it to power their retail media business and offer ads on their e-commerce site.

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