In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Tim Dornfeld,
Director of Category Management at KeHE, to dive deep into what every brand should know about working with a distributor. Tim shares valuable insights on common misconceptions, the key factors that set successful brands apart, and how KeHE supports emerging brands through programs like KeHE Elevate and Trend Finder.
They also discuss the role of KeHE as a Certified B Corp, how the company fosters community impact through KeHE Cares, and the importance of category management in identifying innovation that will perform well at retail. Plus, Tim reveals the latest industry trends, including the rise of protein-packed products, non-alcoholic beverages, and global flavors.
Whether you're a new brand looking to break into distribution or an established one aiming to scale, this episode is packed with actionable advice to help you navigate the process effectively.
Tune in now!
Listen in as they share about:
- Working with KeHE
- KeHE's Role in Brand Growth
- KeHE’s Company Culture & Initiatives
- KeHE Trade Shows & Retailer Trends
- How & When Brands Should Approach KeHE
- Distribution Strategy & Scaling with KeHE
- Marketing & Promotion Strategies
- Mistakes Brands Should Avoid
- Advice for Brands Entering KeHE
Episode Links:
Website: https://www.kehe.com/
LinkedIn: https://www.linkedin.com/in/timdornfeld/
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (20K+ members and growing!)
- Follow @startupcpg
- Visit host Daniel's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
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