Tim Dornfeld, Director of Category Management at KeHE, shares invaluable insights on the dynamics of working with distributors in the CPG landscape. He highlights common misconceptions and identifies what sets successful brands apart. Tim explores the significance of category management, trends like the surge of protein-packed products, and the shift towards non-alcoholic beverages. He also discusses KeHE's commitment to community impact and offers strategic advice for brands looking to scale effectively in retail.
Brands entering a distributor relationship with KeHE need to proactively drive sales and collaborate effectively with category and sales teams.
KeHE provides essential resources like educational programs to help emerging brands navigate retail operations and market entry with reduced financial risks.
The podcast highlights industry trends such as the growing demand for protein-packed products and unique international flavors, which brands should incorporate into their strategies.
Deep dives
The Role of Mini Social in Consumer Engagement
Mini Social highlights the significance of sustained consumer engagement through a minimum of seven touch points to convert potential customers. Brands are encouraged to leverage social media platforms where consumers spend their daily time to increase visibility. The podcast outlines how Mini Social aids brands by amplifying micro-influencer efforts and facilitating the creation of user-generated content (UGC). This approach allows brands to obtain licensed content for their marketing channels, enhancing their outreach and authenticity.
Understanding Distributor Dynamics
Brands should recognize that entering a distributor relationship, such as with KHE, marks the beginning of a new phase rather than the culmination of efforts. Once in a distributor's portfolio, brands must remain proactive in driving sales through effective promotion and collaboration with category and sales teams. The podcast emphasizes that while distributors handle logistics and operational support, brands need to lead the charge in sales efforts, ensuring they are adequately prepared to meet retailer expectations. Successful brands typically invest in building their sales force and retaining brokers who can advocate on their behalf.
Support for New and Emerging Brands
KHE offers various resources and programs tailored for new and emerging brands to ease their entry into the retail space. The discussion reveals how category managers provide consultation to help brands understand retail operations and ensure they are retail-ready. With initiatives like KHE Cares and the administrative allowance program, KHE facilitates smoother onboarding by reducing initial financial risks for new brands. The emphasis on education helps prevent common pitfalls that brands may encounter when entering a competitive market.
The KHE Show as a Networking Opportunity
The KHE Show provides a dynamic platform for brands to connect with retailers, distributors, and key industry players. It enables brands to showcase their products and network with influential figures within the CPG ecosystem, including retailers and category managers. The show has adopted a new structure allowing brands to place orders both before and after the event, increasing the chances of collaboration. Brands can utilize this opportunity to secure meetings and demonstrate their products effectively, expanding their market presence.
Trends in the CPG Industry
The podcast identifies noteworthy trends in the consumer packaged goods (CPG) industry, emphasizing the rise of protein-infused products and non-alcoholic beverages. The category managers at KHE continually analyze market shifts to differentiate between fads and sustainable trends, guiding brands to stay ahead of the curve. Consumers are increasingly attracted to unique international flavors and health-centric products, which brands must consider in their development and marketing strategies. By aligning with these trends, brands can position themselves as innovative and desirable within the marketplace.
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.
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