Well Told Takes Significant Step toward U.S. Expansion by Signing on with the Largest Natural Product Distributor in the U.S. with a Reach of More than 30,000 Stores

Toronto, Ontario, November 9, 2021 – The Well Told Company Inc. (“Well Told” or the “Company”) (TSXV:WLCO), the female-founded wellness company that offers plant-based supplements, remedies, and other functional wellness products, is pleased to announce that it will be officially listed through KeHE Distributors, the largest natural and organic product distributor in the U.S., as a result of being selected as a “Golden Ticket” winner of KeHE’s recent TrendFinder event. Looking to bring innovation and new products to its retail partners, KeHE selected recipients based on product quality, packaging, and company purpose and of course diversity, equity, and inclusion. Winners were chosen to join KeHE’s distributors’ product portfolio with exposure to more than 30,000 retail locations, and will receive distribution assistance and free supplier promotional programs.

“Partnering with KeHE as we continue our retail expansion into the U.S. is a huge step in terms of sales and distribution potential,” said Monica Ruffo, founder and CEO of Well Told. “We are honoured to have been selected out of 200 applicants as a “Golden Ticket” winner. Having KeHE’s support and endorsement of Well Told as a brand that’s making an impact in the industry we anticipate will help to propel the Company forward as we continue on our mission to make our products as accessible and widely available as possible.”

With over 16 distribution centres, and 5,500 employees across North America, KeHE serves more than 30,000 retail outlets. An employee-owned, B Corp-certified company, KeHE supplies natural food stores, supermarket chains, independent grocery stores and other specialty retailers across North America through its distribution centers. 

About The Well Told Company Inc.:

Well Told is a female founded, emerging plant-based wellness company that formulates, develops, distributes and sells a variety of supplements, remedies and other functional wellness products. Founded by serial entrepreneur and award-winning leader Monica Ruffo, it was after undergoing treatment for breast cancer, and deciding to take her health into her own hands that she discovered the lack of transparency and availability of clean, plant-based formulations in the wellness industry. With the mission “Clean wellness for all”, Well Told’s products are currently available in over 2,000 well known stores across Canada and over 800 stores in the US.

For further information, please contact:

Monica Ruffo
Chief Executive Officer
The Well Told Company Inc.

Investor Relations
Olenka Slawski
Email: invest@welltold.com
Telephone: +1 778-400-1608

Media inquiries
Kylie McGregor
Email: kylie@welltold.com

Neither the TSX Venture Exchange nor its Regulation Services Provider (as that term is defined in the policies of ‎the TSX Venture Exchange) accepts responsibility for the adequacy or accuracy of this release.‎

Certain statements contained in this press release constitute "forward-looking information" as such term is ‎defined in applicable Canadian securities legislation. The words "may", "would", "could", "should", "potential", ‎‎"will", "seek", "intend", "plan", "anticipate", "believe", "estimate", "expect" and similar expressions as they relate ‎to the Company, including: the impact and results of the Company’s relationship with KeHE; are intended to identify forward-looking information. All ‎statements other than statements of historical fact may be forward-looking information. Such statements reflect the ‎Company's current views and intentions with respect to future events, and current information available to the ‎Company, and are subject to certain risks, uncertainties and assumptions, including: the Company’s ability to capitalize on growth opportunities and implement its growth strategy; the Company’s ability to build its market share and enter new geographies; the total available market for the Company’s products; the Company’s ability to maintain brand development; the Company’s ability to retain key personnel; the Company’s ability to maintain existing customer relationships and to continue to expand its customers’ use of its products; the Company’s ability to maintain and expand geographic scope; the Company’s ability to obtain financing on acceptable terms or at all; the impact of competition; the changes and trends in the Company’s industry or the global economy; and changes in laws, rules, regulations, and global standards. Many factors could cause ‎the actual results, performance or achievements that may be expressed or implied by such forward-looking ‎information to vary from those described herein should one or more of these risks or uncertainties materialize. ‎Examples of such risk factors include, without limitation: credit; market (including equity, commodity, foreign ‎exchange and interest rate); liquidity; operational; reputational; insurance; strategic; ‎regulatory; legal; environmental; the general business and economic conditions in the regions in ‎which the Company operates; the ability of the Company to execute on key priorities; the Company’s results of operations may be difficult to forecast; the Company is a holding company with its only asset being direct ownership of Well Told Inc.; the Company’s success depends upon the continued strength of its reputation and brands; disruptions in manufacturing facilities or losses of site licenses and other qualifications could adversely affect sales and customer relationships; the Company’s success depends on its ability to continue to enhance products and develop new products; the Company’s suppliers and sources for materials and inputs may fail to support demand and increasing raw material costs could adversely affect margins; the Company is reliant on third parties for shipping and payment processing; the Company’s ability to compete could be negatively impacted if it is unable to protect its intellectual property rights; the ability to implement business strategies and pursue business ‎opportunities; disruptions in or attacks (including cyber-attacks) on the Company's ‎information technology, internet, network access or other voice or data communications systems or services; the ‎evolution of various types of fraud or other criminal behavior to which the Company is exposed; the failure of ‎third parties to comply with their obligations to the Company or its affiliates; the impact of new and changes to, ‎or application of, current laws and regulations; granting of permits and ‎licenses in a highly regulated business; the overall difficult litigation environment; ‎increased competition; changes in foreign currency rates; increased funding costs and market volatility due to ‎market illiquidity and competition for funding; the availability of funds and resources to pursue operations; ‎critical accounting estimates and changes to accounting standards, policies, and methods used by the Company; ‎the occurrence of natural and unnatural catastrophic events and claims resulting from such events; and risks ‎related to COVID-19 including various recommendations, orders and measures of governmental authorities to try ‎to limit the pandemic, including travel restrictions, border closures, non-essential business closures, quarantines, self-isolations, ‎shelters-in-place and social distancing, disruptions to markets, economic activity, financing, supply chains and sales channels, and a ‎deterioration of general economic conditions including a possible national or global recession; as well as those risk ‎factors discussed or referred to in the Company’s disclosure documents filed with the securities regulatory authorities in certain ‎provinces of Canada and available at www.sedar.com. Should any factor affect the Company in an unexpected ‎manner, or should assumptions underlying the forward-looking information prove incorrect, the actual results or ‎events may differ materially from the results or events predicted. Any such forward-looking information is ‎expressly qualified in its entirety by this cautionary statement. Moreover, the Company does not assume ‎responsibility for the accuracy or completeness of such forward-looking information. The forward-looking ‎information included in this press release is made as of the date of this press release and the Company undertakes ‎no obligation to publicly update or revise any forward-looking information, other than as required by applicable ‎law.‎