Distributors & Distribution
Choosing a distributor is one of the highest-stakes structural decisions an emerging CPG brand makes, and it is expensive to reverse. The distributor you sign shapes your retail reach, your effective margin, your promotional obligations, and how much working capital you need to hold. Two brands with identical products and identical shelf placement can have very different economics purely because of how their distribution is structured.
The tradeoffs are real in both directions. National distributors buy you reach and credibility with chains that will not take direct shipments, but they add fees, deductions, and a layer of separation between you and the buyer. Regional distributors and DSD often give you better service and tighter feedback loops in exchange for a smaller footprint and more relationships to manage. Going direct preserves margin and control until the volume outgrows your ability to ship it.
These posts cover the comparisons that matter — UNFI against KeHE, national against regional, distributor against direct — plus the parts founders discover late: how slotting and free-fill actually get charged, what a distributor agreement commits you to, and how to keep an account healthy once you are onboarded and no longer the new brand.
All 47 articles
How UNFI Endless Aisle Works for Emerging CPG Suppliers
Learn how UNFI Endless Aisle works for CPG suppliers, from eligibility and product data to fees, shipping, tracking, and measuring profitable repeat orders.
How Faire vs Traditional Wholesale Distribution Works
Compare Faire vs traditional wholesale distribution by fees, fulfillment, buyer access, account ownership, and repeat orders to choose a profitable growth path.
How UNFI vs C&S Fits Your Grocery Distribution Plan
Compare UNFI vs C&S Wholesale Grocers using retailer demand, supplier access, warehouse coverage, and full costs to build a practical grocery expansion plan.
What DPI vs KeHE Means for Your Distribution Decision
Compare DPI vs KeHE after the acquisition. Map retailer demand, warehouse routes, shelf life, costs, and account ownership before choosing your next rollout.
How to Choose National vs Regional Distributors for CPG
Compare national vs regional distributors using retailer demand, freight, inventory, service, and expansion costs to choose the right route for your CPG brand.
How Self-Distribution vs a Distributor Changes Costs
Compare self-distribution vs signing a distributor using retailer requirements, freight, staff time, inventory risk, and cash timing to choose a workable route.
What Broker vs Distributor vs Wholesaler Means for CPG
Understand broker vs distributor vs wholesaler for CPG brands, including title, invoices, overlapping roles, margin math, and who owns the retail account.
UNFI HVA Accounts Explained for CPG Brands
Learn what UNFI HVA (High Volume Account) means, which retailers fall under HVA classification, and proven strategies to get your CPG products placed in these accounts.
FoodBuy and Vistar for CPG Foodservice Distribution
Learn how FoodBuy and Vistar work in foodservice distribution. Covers supplier requirements, onboarding steps, and tips for CPG brands entering the channel.
DSD for Gyms and Medspas, Finding Niche Distributors
Find niche DSD distributors that serve gyms, medspas, and fitness studios. Learn how to identify, approach, and partner with the right distribution partners.
How Mable Connects CPG Brands to Distributor Marketplaces
See how Mable connects CPG brands to UNFI, McLane, and US Foods buyers. Compare program fees, fulfillment duties, and the different KeHE CONNECT Direct model.
How to Plan KeHE Bloomington Shipping Without Delays
Plan KeHE Bloomington shipping with a clear checklist for destination checks, appointments, load documentation, delivery exceptions, and inventory follow-up.
How to Prepare for UNFI Microshows and Trend Reports
Prepare for UNFI microshows, assess natural and organic trend reports, and turn buyer conversations into practical assortment tests and stronger account plans.
Specialty Distributors, Nassau Candy and Rainforest Explained
Understand specialty distributors like Nassau Candy and Rainforest, how they differ from broadline distributors UNFI and KeHE, and which CPG brands fit each tier.
How to Win a Partnership With Rainforest Distribution
Learn how to approach, pitch, and negotiate a partnership with Rainforest Distribution, then drive the pull-through that turns placement into steady reorders.
How to Manage E-commerce Resellers and Your Distributors
Learn how to control e-commerce resellers, enforce MAP, track diversion, and protect your distributor relationships so online sales stop draining your inventory.
Seasonal Distribution Planning for Q1 Resets and Holidays
Master seasonal distribution planning for Q1 resets and holiday peaks. Align distributor orders, forecast inventory, and time new-item cut-ins so you never stock out.
DSD in the Northeast, Challenges and Opportunities
A guide to DSD in the Northeast. Understand direct store delivery vs warehouse distribution, dense-metro challenges, and how to find and vet regional route distributors.
How to Negotiate Distributor Agreement Termination Clauses
Learn how to negotiate distributor agreement termination clauses, from notice periods and evergreen traps to inventory buyback and exclusivity.
How to Choose a KeHE Broker, Retainer or Commission
A guide to the KeHE broker landscape, comparing retainer and commission models, evaluating fair broker fees, and finding an experienced KeHE broker for your brand.
Certificate of Insurance Explained for CPG Distributors
Learn what a Certificate of Insurance (COI) is, why distributors like UNFI and KeHE require it, what must be on it, and how to get one without delaying your setup.
The Pros and Cons of Layering Regional Distributors
A strategic guide to layering regional distributors on top of national ones like UNFI or KeHE, covering the benefits, the risks, and how to manage the network.
How to Handle Pack Changes with UNFI and KeHE
Learn how to communicate a pack change to UNFI and KeHE, when a new UPC is required, and how to avoid deductions, re-slotting risk, and catalog errors.
UNFI Insights vs the Alternatives for CPG Sales Data
Compare UNFI Insights with portal reports, retailer POS, SPINS and Circana. Check current access, report definitions, full cost and the decisions each supports.
The True Cost of Distribution for CPG Brands
What does distribution really cost a CPG brand? Build the full UNFI and KeHE cost stack, model your true landed cost per unit, and protect your margin.
How to Secure Your First Regional CPG Distributor
A beginner's playbook to land your first regional distributor. The exact outreach steps, the pitch a distributor wants, and the terms to negotiate before you sign.
UNFI Deduction Codes and Dispute Evidence for CPG Brands
Read UNFI deduction codes using the current account reference and backup. Build a charge tracker, check dispute routing and reconcile repayment for your brand.
Selling to Restaurants Direct vs Through a Distributor
Should you sell to restaurants direct or through a distributor? Compare margins, sales cycles, requirements, and a stage-by-stage decision framework for CPG brands.
FOB vs Freight Services and What It Costs CPG Brands
Understand FOB vs freight services for CPG distribution, who owns cost and risk at each leg, and how to negotiate the terms that protect your margin.
How to Find DSD Partners for Non-Alc Beverages Outside CA
Learn how to find DSD partners for non-alc beverages outside California, including regional distributors, beer-network options, and what to ask before signing.
How to Negotiate Better Payment Terms with UNFI and KeHE
Learn typical UNFI and KeHE payment terms, how they impact working capital, and proven strategies to negotiate faster pay and better cash conversion.
Niche Distributors for Snacks and Protein Bars Beyond UNFI
Discover niche distributors for snacks and protein bars beyond UNFI and KeHE. Tactical guide to c-store, gym, and foodservice routes that protect margin and grow velocity.
KeHE AAP vs National Free Fill Clause for Emerging Brands
Understand KeHE's AAP program, national free fill clauses, how they interact, and what emerging CPG founders should negotiate to protect cash and margin.
When to Hire a Deduction Recovery Service for Your CPG Brand
Learn how CPG deduction recovery services work, when the math justifies hiring one, pricing models, and how to vet providers like Glimpse, Confido, and Floret.
Why a Broker Probably Won't Get You Into Whole Foods Faster
Whole Foods rewards founder-led pitching more than most retailers. Here's when you don't need a broker, and the specific cases when you do.
How GDSN Synchronization Works for CPG Brands
Learn what GDSN is, how to set it up with GS1 and a data pool, and how clean product data prevents deductions, slotting holds, and shelf issues.
DSD vs Distribution Center for Reorders and Replenishment
A practical comparison of DSD and DC distribution for CPG reorders, covering velocity, out-of-stock recovery, shelf protection, and reorder margin economics.
How to Get Into the New at KeHE Program as a Startup
Learn how the New at KeHE program works, what it costs, and how startup CPG brands without anchor accounts can get accepted and succeed once they're in.
How CPG Distributor Fees Actually Add Up Beyond Slotting
Break down every distributor fee that erodes your wholesale margin. Slotting, EDI, free fills, MCBs, shrink, and how to negotiate or avoid them.
How to Find and Vet the Right CPG Broker for Your Brand
A founder's playbook for finding and vetting CPG brokers. Learn when to hire one, spot red flags, and structure the right partnership for long-term growth.
How to Pick Regional Specialty Distributors for Your CPG Brand
Regional specialty distributors often beat UNFI and KeHE for emerging CPG brands. Learn how to map the landscape, vet partners, and avoid distribution conflicts.
How to Build a Distributor Relationship That Actually Works
Practical playbook for CPG founders managing UNFI, KeHE, and regional distributor relationships. Build trust, run QBRs, and resolve conflict effectively.
How to Read a CPG Distributor Agreement Before You Sign
Learn how to read UNFI, KeHE, and regional distributor agreements clause by clause. Practical negotiation advice for CPG founders on terms, exclusivity, and fees.
When Direct Store Delivery Makes Sense for Your CPG Brand
Learn when DSD beats warehouse distribution, what operational costs to expect, and how to vet regional DSD operators for your CPG brand.
How to Fight UNFI and KeHE Deductions and Chargebacks
Learn how to identify, dispute, and prevent UNFI and KeHE deductions and chargebacks. Tactical advice for CPG founders on recovering lost revenue from distributors.
KeHE vs UNFI for CPG Brands Entering National Distribution
Compare KeHE vs UNFI using retailer requirements, supplier programs, freight ownership and a worked quote model. Check the cost before committing to a route.
UNFI New Item Setup Checklist From Request to Shipment
Use a UNFI new item setup checklist with submission evidence, owners, data checks, DC confirmation and shipment handoffs. Verify the route for your account.