Fulfillment Strategies for Natural Products Brands

Navigating fulfillment in the natural products space can be complex, from meeting consumer expectations for fast, accurate delivery to keeping up with retail requirements and regulatory compliance. To shed light on best practices, we asked our US Commercial Director, Ashley Stein, to answer the most frequently asked questions about natural products fulfillment, covering everything from technology solutions to scaling operations successfully.

Meet Ashley Stein, Commercial Director USA

Ashley Stein brings extensive knowledge across a wide range of product industries and a wealth of experience in fulfillment. Driven by a passion for efficiency, customer satisfaction, and strong partnerships, she combines strategic insight with hands-on execution to optimize processes and deliver measurable results. Her approach is built on collaboration, quality, and continuous innovation.

The Biggest Fulfillment Challenges for Natural Products Brands Entering the US

According to Ashley, the main challenges revolve around compliance, complexity, and scalability.

"The biggest challenges center on compliance, complexity, and scalability," she explains.

Many international and emerging brands underestimate how detailed US retailer requirements can be, particularly around labeling, lot tracking, expiration dates, allergen controls, and documentation.

Ashley adds, "Natural products often have additional certifications and handling needs that must be maintained throughout the supply chain."

For brands entering the US market, these details are not optional. They are critical to long term success.

The Role of Warehousing and Fulfillment in Scaling a Brand

Ashley sees warehousing and fulfillment as the operational backbone of growth.

"When warehousing and order execution are structured correctly, brands gain the confidence to pursue larger retail accounts, expand into new regions, and support promotional volume spikes," she says.

At Fidelity, strategically located facilities in the US, UK, and Europe provide more than storage and distribution. They offer insights, data, and guidance that help brands optimize processes and scale efficiently.

"Fulfillment is not just moving boxes. It is helping a brand grow," Ashley emphasizes.

What It Means to Be Retail Ready

From a fulfillment perspective, being retail ready means that a brand’s product, packaging, and backend processes align with how retailers actually receive and manage inventory.

Products must arrive exactly as expected, with the correct labels, barcodes, documentation, and pallet builds. Orders should flow automatically through seamless system integrations, ensuring precise data exchange and full traceability at the lot and expiration level.

"In the end, retail readiness is really about predictability. Retailers want to know what they will receive, when they will receive it, and that it meets their standards every time," Ashley explains. 

Ensuring Compliance from Day One

At Fidelity, compliance is built into the fulfillment process from the start.

"We build compliance into the fulfillment process from day one, starting with lot and expiration tracking, label validation, and inbound quality checks," Ashley says.

Orders are configured to match retailer specific routing guides and packaging standards, and performance is monitored to prevent costly issues.

With experienced teams and a local presence in the US, UK, and EU, brands gain access to true local expertise.

"Every client is different, and we take pride in creating custom solutions that fit each brand’s needs rather than forcing them into a standard box," Ashley adds.

Emerging Fulfillment Trends in the Natural Products Sector

The natural products sector is increasingly shaped by sustainable packaging and advanced technology.

Ashley notes, "Brands are moving toward eco friendly, right sized, and compostable packaging to meet consumer expectations and reduce environmental impact."

At the same time, AI, automation, and integrated warehouse systems are being adopted to streamline operations, improve accuracy, and provide real time visibility into inventory and orders.

"Together, these trends allow brands to deliver products more efficiently, scale reliably, and align fulfillment with both retailer standards and consumer demand," she says.

What Sets Fidelity Apart

Flexibility, transparency, and a true partnership approach are what distinguish Fidelity.

"Most providers try to fit every client into the same box, but at Fidelity, we create custom fulfillment strategies around each client’s needs," Ashley explains.

"Whether that is marketplace integration, subscription models, or omnichannel distribution."

Global locations allow brands to access local expertise while maintaining consistent, high quality operations. Clear pricing and full visibility ensure that clients feel supported at every stage.

"For us, it is about growing together, sharing knowledge, and helping brands scale with confidence," she says.

Helping Brands Scale and Gain Retailer Trust

Fidelity has helped brands expand from regional to national and international markets by ensuring their fulfillment meets retailer expectations and local compliance standards.

"We help brands build trust with retailers, secure larger orders, and expand into new stores by handling deliveries accurately, managing documentation, and adapting to each market’s rules," Ashley explains.

At the end of the day, success is measured by the success of clients.

"Seeing them thrive globally is what really drives us."