Cut+Dry, a major ecommerce platform for foodservice distributors and manufacturers, is integrating Instacart’s Carrot Ads technology to unlock new advertising revenue streams and connect brands with buyers at the point of sale.
Food manufacturers have long faced challenges in influencing purchasing decisions in foodservice. This partnership bridges that gap, empowering brands to engage buyers directly while opening new revenue opportunities for distributors.
What’s happening:
- Cut+Dry will integrate Carrot Ads, Instacart’s ad tech platform, allowing food manufacturers to advertise directly to operators and distributors.
- The move expands digital advertising into the foodservice space, which has historically been underrepresented in online marketing.
- Distributors gain additional revenue streams by hosting ads, while manufacturers boost brand awareness and sales.
Key benefits:
- For manufacturers: Direct access to buyers with more influence at the point of sale.
- For distributors: New ad revenue and greater engagement with operators.
Why we care. This integration provides a new avenue to reach decision-makers in the multi-billion dollar foodservice industry, where traditional advertising channels have limited reach. The partnership creates a scalable, measurable ad platform that connects brands to a previously untapped audience in foodservice distribution.
What they’re saying. Mani Kulasooriya, CEO of Cut+Dry, said:
- “By integrating Instacart’s advertising capabilities with our platform, we’re creating one of the largest digital ad opportunities in foodservice.”
What’s next. Carrot Ads on Cut+Dry will be available over the next few quarters, giving brands new avenues to reach the multi-billion dollar foodservice market. Instacart will expand its Carrot Ads partnerships, further bridging the gap between retail and foodservice industries.
Bottom line. This partnership taps into the growing foodservice market, driving growth for brands and distributors alike while establishing new digital ad opportunities in an evolving industry.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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